▷ 8 (Probably) Mistakes You’re Making With Email Marketing

Do you send out emails and probably spend a lot of time deciding the best email marketing strategy? However, you don’t have the results you expect? Most likely, you are making mistakes that many do, due to lack of attention or simple ignorance of the field.

A good email marketing strategy is to send the right content, at the right time, to the right person. Needless to say, it is not easy to identify and can go wrong at any time.

Whether it’s a broken link, a misspelling, or, worse yet, a message sent to the wrong target, a poorly thought-out email can be very crippling for Mark. On the contrary, a well-written email that meets the requirements of your strategy can bring you very beneficial results (not only from a business point of view, but also from a pure brand point of view).

So how can you avoid mistakes in such an important part of your marketing strategy? Discover the 8 most common email marketing mistakes entrepreneurs face and learn how to avoid them now!

1/ You don’t know how to set your goals

This error may seem very trivial as it is worded. Appearances are deceptive as you know, and not having a purpose in your email marketing can be very dangerous. why? Because if you want tangible results, it is imperative that you have goals. When you send emails, you necessarily expect results from that sending.

Do you send out a promotional email about some of your offers? Then you expect an increase in your sales for that product. This is how you should think about your marketing strategy. It is necessary to define your general goal on the one hand, and secondary goals for each of your emails.

Like most things, getting results starts with a solid plan and a well-defined strategy. This is especially true for email marketing campaigns.

Hence it is a very common mistake among companies that are not able to get the desired results. They don’t set clear goals in their emails. In the end, this gives a bunch of emails with no consistency… Can we really get results if we don’t set goals to achieve? Very obviously, no, that’s not possible. You should set a goal for each email. In addition, we will see how this can cause another mistake (we will see it in point #7).

2 / No dates or long-term vision

There, it is a very frequent mistake, especially by the smallest companies. It is essential to have a long-term vision. This is mainly due to the fact that you need a certain consistency when sending your emails.

Remember that the expected results of an email campaign are usually about 3 or 4 emails sent. This is why you need to have a clear view of your schedule.

To do this, keep your calendar nearby. It is recommended to select all the (key) events of your company. Even if you are a small business and don’t have big events scheduled, this applies to you as well. In your diary, for example, plan according to general events such as Christmas, Valentine’s Day, going on vacation, etc. These are important dates that your company can take advantage of to break out of the “routine” in some way.

It is up to you to decide which dates interest you most and on which you can actually find suitable trade offers. These dates or occasions should be considered important milestones in defining and planning your email marketing strategy.

The next planning step should be to fill in the rest of your emails with content that you want to share with customers on a regular basis. This can include educational blog posts, industry news, etc.

3/ Not knowing your audience

It is essential to have a good understanding of your target audience. You definitely know that. Having said that, it is sometimes helpful to repeat certain things to be aware of.

This really is a mistake we can all make, especially if we don’t do a good job segmenting our audience.

It is no coincidence that the best autoresponder software allows you to segment your mailing list. All the people who will subscribe to your email list do not have the same interests.

Some of your potential customers are very interested in your products, but they expect something more from you. Some, on the contrary, are already clients and are just looking to foster a deeper relationship with you, etc.

This is why sending the same email to the first or second person doesn’t make sense.

You need to know your target well and send an appropriate message depending on the circumstances.

The most common mistake is not segmenting your audience and sending the same email to everyone on your list.

4 / Lack of attractive nicknames

To be clear with you, know that here, we’re talking about a mistake that even the biggest groups made despite being there.

A bad title is one that doesn’t make you want to click or doesn’t match the content.

Obviously, it is not easy to know how to write the right title that will make your audience want to click and read.

This is learned over time which is why copywriter skill is also in demand by companies, as we might say.

This makes it a huge mistake and probably the one that can cause you the most harm…why? An email with an unattractive address is an email that will never open.

This means that you can, for example, make the best possible offer, it will be useless, because no one will know it.

5/ Lack of interesting content

Imagine you have a catchy and attractive title, but your content is flat or worse? what’s going on? Well nothing. A good title should necessarily lead to content that is relevant and relevant to your audience.

Again, this is also a frequently seen error. Many companies systematically send the same type of email. However, for a successful email campaign, it is necessary to change the content type.

Sometimes they should be promotional emails, other times they should be a simple newsletter that links to a popular article or sometimes they should be simpler messages and have no other purpose to entertain your audience.

The key is diversification.

(Likewise, this is as valid for form as it is for matter).

Regardless of the type of content, the most important thing is to provide value to your audience!

No need to send emails, no matter how attractive and well written, what matters is that they are valuable to the people who will read them.

6/ Don’t ask your audience’s opinion

This is also a very common mistake that can tarnish your brand image as a whole in the long run.

In fact, a brand that has no exchange with its audience puts itself in a rather precarious position. Moreover, if companies use email marketing a lot in their overall customer acquisition strategy, it is mainly because of the proximity it allows.

The idea behind it is to generate interaction with your audience. You will be making a big mistake if you do not seek to connect with your audience in a mutual way.

You have their email addresses to be able to send them emails, but that doesn’t mean you have to think of this communication in only one way. Send emails, yes, but don’t forget to ask them or ask them for their opinions. You should also accept their opinions, do not neglect this aspect.

This is how you will create a long-term commitment. Yes, if you know, this is the main indicator that makes your audience react quickly and deeply to your posts, on all platforms combined.

7/ Forget the call to action

It was mentioned at the beginning of this article. Often times, when you don’t put a call to action in your emails, it’s because you haven’t defined a strategy beforehand.

In your marketing strategy, forgetting a call to action means following all the preparation steps to make a great cake, only to forget to bake it. Do you see the importance of this?

In fact, a conversion call-to-action (CTA) is the whole goal of email marketing campaigns. This is the ultimate goal of your emails.

Call-to-action gives the reader a specific action to take in response to your email.

Did you put a link to a landing page to collect testimonials? Did you create this email to pay your members to use a discount code? Was this email meant to register people interested in your next event?

Whatever your call to action, it should be clear and well-defined.

If you haven’t considered your CTA, you should probably wait before sending your email.

Ideally, this could happen at the end of the email or, more strategically, in a follow-up email.

8 / Skip data analysis

To finish the list of the seven big mistakes that occur in email campaigns, let’s mention not parsing this data.

To use our metaphor for cake, in this case, it wouldn’t be the same as not baking or not baking the cake. No, there, you won’t know the recipe to be able to make this cake back. Or worse: if you fail to make your cake, it will be like not knowing why you failed….

This can have serious repercussions for your business if you do not analyze your data from your marketing campaigns.

There is no point in having great tools to track the progress of your email campaign if you don’t plan to use them regularly. In fact, most, if not all, email programs provide you with great tools to keep track of your data.

Tracking analytics is the only way to improve your overall strategy and is the best way to improve and improve your strategies.

Over time, you’ll be able to better understand your data and focus on increasing engagement rates that lead to conversions, rather than just getting people to open your emails.

That’s it, we’ve come to the end of this article on the most common mistakes when it comes to email marketing strategies.

Knowing about them actually avoids them, of course, but if you want amazing results, your entire email marketing strategy needs to be coherent and relevant.

Do you see any other types of errors? Do you admit to committing any of them? I’ll be curious to find out in the comments section below.

About the author

Ines Rubiks is an entrepreneur who has built a life as a simple digital nomad. The first freelance writer and freelance writer for several magazines, she has since thrown herself into the blogosphere and lost heart. You can follow her on her blog, Travail-Nomad.

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