Look, email marketing mistakes are easy to make, especially these days. There’s so much going on in the world of digital marketing right now, from the rise of ChatGPT to the implosion of Twitter, that it can be easy to neglect the fundamentals. But tried-and-true tools like email marketing remain some of the most advantageous ways to reach your audience with a clear, direct message.
Of course, no digital marketing channel is foolproof, and even the best-intended email campaign can run afoul of common errors. Here are some of the mistakes that can compromise the success of an otherwise promising email marketing endeavor.
Email Marketing Mistakes (And How to Fix Them)
1) Not knowing your “why.”
One of the most fatal mistakes is not defining the reason why you’re sending out marketing emails in the first place.
Simply put, if you don’t know what you wish to achieve, then it’s unlikely that you’ll ever be able to declare success.
Make sure you can clearly articulate your why, whether it’s attracting the right audience, generating leads, driving engagement, or boosting website traffic.
2) Failing to define success.
You can’t skip out on defining the purpose of your emails, and similarly, you can’t overlook clearly articulated metrics for success.
How will you measure the impact of your campaign, appraising its success and identifying areas for improvement? There are plenty of metrics to choose from; some of our essential KPIs include:
- Click-through rates
- Open rates
Before you start sending emails, make sure you know which metrics you’ll be keeping an eye on.
3) Only sending sales-focused emails.
While there’s plenty of merit to sending out emails promoting new products or upcoming discounts, you don’t want every email to be narrowly transactional.
You’ll also want to send a welcome email, letting new subscribers know that you appreciate their attention. And posts that round up recent blog posts or videos can be valuable for earning trust and engendering engagement.
4) Skipping the “who.”
We already talked about the why of your marketing emails. Also make sure you can define the who. Use buyer personas to better understand the interests, values, goals, and pain points of the audience you’re trying to reach. Failure to do so may result in emails that are overly vague or simply misguided in their messaging.
5) Failing to segment.
In keeping with that last item, it’s also dangerous to send all your emails to the same big, broad list.
It’s far smarter to break down your email subscriber base into unique segments, based on demographics or placement in the sales funnel.
Segmentation allows you to customize the content you send to each audience. And generally speaking, the more finely you segment, the more effective your emails will be.
6) Spamming your audience.
How many emails is too many? When it comes to email marketing mistakes, this is a common question. There’s not necessarily a single number that’s set in stone, yet all of us know what it’s like to make it onto the email list of a company that pummels us with too much content.
Don’t ever let your audience feel like you’re spamming them. For most small businesses, one or two monthly emails is sufficient, though you can experiment with other frequencies to find your sweet spot.
7) Getting your subject lines wrong.
A bad subject line will cause your open rates to crater. So, what makes a good one? The best email subject lines are brief, they convey definite value, they are accurately reflected in the email’s content, and they don’t include overly spammy language.
It may be worth A/B testing your subject lines to get a sense of what type of verbiage most resonates with your audience.
8) Being too formal.
Stiff, salesy language may not get you very far in a medium that’s innately personal and direct. That doesn’t mean you should let professionalism go out the window, but it does mean you should recognize the value in writing conversationally, or in providing some behind-the-scenes insight into how your team really functions.
9) Forgetting the CTA.
What should your readers do once they’ve read your email? If you don’t tell them, they’ll have no way of following through. Provide one or two clear CTAs in every email. For instance, it could be a call to browse your catalog, schedule an appointment, or share the content on Facebook.
10) Not including subscription options.
Every email should have a button where readers can unsubscribe if they so desire. But don’t forget to include an option for subscription, too, which can be invaluable for anyone who’s forwarded your content and wants to sign up for more.
Schedule a Consultation with Our Content Marketing Team
If it’s email marketing or content assistance you need, we’re here to help. Grammar Chic, Inc. has worked with countless small businesses to kickstart or fine-tune successful email marketing campaigns. Chat with us today by calling 803-831-7444 or by visiting www.grammarchic.net.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.