Email may have turned 40 this year, but it’s still hot. In spite of the rise of texting, Facebook and instant messaging, email remains one of the most popular methods of communication. And email marketing is even more so, with the advent of technologies that offer greater reach and shareability.
Of course, all this is good news for marketers looking for a cost-effective way to generate leads and nurture customer relationships. But, to enjoy the full benefits of this awesome marketing tool, it’s important to avoid the mistakes that actually drive customers away. Here are a few of the most common not-to-dos for email marketing:
1. Don’t get permission. Probably the number one mistake in email marketing is to send your emails to people who don’t want them. Build your list using an opt-in form on your website and you’ll never get relegated to the spam folder.
2. Create a vague or irrelevant subject line. People decide whether or not to open emails by looking at the subject line. If yours is misleading, unclear or boring, most likely they will delete it. Make sure that your subject line is accurate and make it compelling.
3. Don’t include links. When you link to your site and/or other relevant sites, your emails become more than just emails—they become a portal to resources that your recipients will find useful. Linking to relevant, problem-solving information is a sure way to boost your credibility and make readers look forward to future communications.
4. Don’t invite feedback. Emails are a great way to get feedback from readers. Allow them to dialogue with you and you will receive a lot of helpful information about how you can improve. Shut them out and you’ll be left in the dark.
5. Ignore metrics. Failing to measure the results of your email marketing campaign can be disastrous. Each email campaign will tell you a number of things, such as bounce rate, which had the most effective subject lines and how many recipients are unsubscribing.
6. Fail to offer useful content. At the heart of your success is targeted, useful, problem-solving information. Each email should contain high-quality content that speaks specifically to your readers and their interests.
These email marketing mistakes are easily avoided with a little planning and preparation. Grow your list organically, provide good content and measure results. Before long, you’ll be running an email campaign that gets results.
