Every business wants to strengthen its customer relationships by staying in touch with them. But surprisingly, most companies are making mistakes in email marketing that can even drive customers away.
Here are some of the more common email marketing mistakes you might be making without realizing it:
Email too often
Too much of a good thing can have negative consequences, so it’s important to monitor how often you’re emailing your customers.
It doesn’t matter if you’re sending them the newest product release, an upcoming sale, or just friendly updates. Too many emails in too short of a time period can be annoying for recipients.
Monitor how many times you email them during a given month and adjust your frequency based on customer feedback.
If you’re careful to never send too many emails, and always add value when you do, your subscribers will be very happy to hear from you on a regular basis.
Try not to send more than two emails to your customer base in one day. And when you do email them, make sure that each one has a specific purpose for them!
For example, let’s say you sell dog toys for puppies and are hosting a clearance event on Wednesday. You might send one email about the event on Tuesday evening and another next morning to remind customers about the event happening later in the day.
Try to avoid sending sales emails that are not time-sensitive or urgent. Or, if sales are your primary focus, have a look at some of the most popular tools for salespeople.
Even after a customer buys a high-ticket product, they have questions that need answering. Whether it is understanding package delivery or ordering instructions, the first onboarding email would be sent following the purchase.
Email too late at night
It’s common for businesses to send out marketing emails at night. But, this is a mistake.
You might be under the impression that customers are more likely to open an email in the evening if it’s sent when they’re not working. However, most people turn off their devices when they go to bed or when they get home from work. Emails sent in the evening will often end up going into a customer’s spam folder or might even get deleted without being seen.
It’s best to start sending your emails in the morning and in the afternoon, because this will give your customer a chance to open them and respond throughout the day. Doing so will help you build stronger relationships with them!
It is also important to remember that people often check their emails on company time, so it’s best to send the emails out then.
The rule of thumb is that if you want your customers to see your emails, put them in their inboxes or at least in the top of their inboxes. This can be accomplished by following a few simple rules:
– Make sure the subject line of your email is clear and concise.
– Include your company name in the From field.
– Use a friendly tone.
– Don’t use any graphics or colors that might make it hard to read.
– Keep content short and to the point.
Emails are too long
One of the most common email marketing mistakes is sending overly long emails. Emails should typically be short and concise, as they are a quick way for customers to receive information from you.
If your email is too long, it will put off your customers and could even have them unsubscribe from your list.
Oftentimes, email recipients will scroll through their inbox looking for emails that catch their eye. If you’re sending a lengthy message, the chances of that email being read decrease dramatically.
So what can you do to avoid this problem? You can segment your list so only certain people receive longer content from you. This way, those who want more frequent updates from you will be able to consistently get them without having to scroll through a long message every time.
On the other hand, if you have a short attention span, this might not be the best option for you.
If your list is large enough and you want to send out a mass email, it’s best to break up your content into multiple emails.
For example, if you’re sending an email that contains a lot of information, consider dividing it into two separate emails. This way, people who don’t want to see all the information at once can choose not to open the second email.
This way they can get the information they want without having to read through a long message every time they come across one of your emails in their inboxes.
Lastly, make sure that everything you put in your emails is valuable and worthwhile for your customers. If there’s no sense of urgency or benefit in what you’re sending them, then there’s no point in sending it at all.
It’s also important that what you’re sending them is relevant to them so it doesn’t seem like spam or irrelevant information being sent on purpose just for marketing purposes.
Subject lines are not good
Poor subject lines are one of the most common email marketing mistakes that companies make. According to Mailchimp, it’s important that your subject line is short and tells your recipients what they’ll get when they open the email. It should also entice them to open the message.
For example, if you’re sending an email about a sale, make sure your subject line is something like ‘10% off everything!’ or ‘Fireworks Sale!’
This will help ensure that your recipients are more likely to open the email and act on its contents.
If you’re sending an email to a list of people who are interested in your company’s products, your subject line should reflect this. For example, if you’re sending an email about a new product, the subject line could be ‘Introducing the new XYZ!’ or ‘XYZ – now available!’
However, if you’re sending an email to a list of people who are interested in receiving updates about the company and its products, then it’s better to come up with a more general subject line that may attract those people who aren’t necessarily interested in your products.
For example, ‘Press release!’, ‘Important news!’, or ‘Announcement’ are all good general subject lines.
Don’t forget that you can use pre-header text and links within your subject lines too. This can help keep recipients engaged with what they’ll get from opening the email.
Not segmenting list.
If you’re not segmenting your list, you won’t be able to target specific customers. This isn’t what’s best for your company.
You need to use customer data to understand their needs and interests. One of the most common reasons for segmenting a list is interest or demographic information. For example, if you’re an event planner in Miami, you’ll want to focus on local events that are happening in the area.
By targeting your customers with relevant content, you can improve engagement and conversion rates. Your marketing efforts will also be more fruitful when sending email campaigns.
Segmenting your email list serves another purpose: it helps when it comes time to send out campaign notifications. If you’ve segmented your list by city or location, then all notifications for campaigns will go straight to those who are interested in that topic.
For example, if someone subscribes to receive updates about “renovations” they might not want to receive emails about “painting.”
A great way to ensure good segmentation of your lists is by using AI email help. Artificial intelligence is here to stay and has already proven to be a great help to many digital marketers.