You’re about to set up an email campaign, so don’t miss the following 5 mistakes!
I’ve summarized for you the mistakes I’ve been able to make or see in dozens of different email campaigns, in different sectors.
Avoiding them will allow you to get better results on the device you are about to launch. You may also realize that it is not yet time to create your first campaign.
So without further ado, here are the 5 most common mistakes when referring to setting up an email campaign.
1 – Not enough knowledge of your database
Many companies or young entrepreneurs want to run email campaigns. It is a very good idea because email marketing is an effective strategy and has an incredible ROI.
The biggest mistake is wanting to implement this system and start a campaign right away. This is also why you should start sending email: You’ve planned to create a campaign for an event that is fast approaching!
You already have an email list, but you haven’t used it yet. And that’s the problem. What open rates can you expect? When is your audience likely to open your emails? What are the best shipping days?
So yes, you can rely on stats and studies to know that Tuesday and Thursday have better open rates than Saturday and Sunday.
But depending on your activity, on your goal (BtoB, BtoC) and the type of product you offer, things can be very different.
You need to know your audience before setting up an email campaign.
A good timing would be to run tests over two or three months, or about 10-12 weeks, to understand what factors are right for your audience.
Try it day send from your emails, the hour Today, the the design From your emails and maybe the object.
This way, you will be able to apply what you already know about your mailing list, and improve your email campaign.
2 – Do you have multiple goals for your email campaign
The simplest things, easy to understand. do you agree with me ?
So by following this logic, if your email campaign only has one goal, it will be much easier to understand than if it has multiple goals.
That’s why I always recommend setting up a campaign with just one goal.
You can create a campaign for Presents a the new Producer. or something else keeps your existing customers. It can also be for win over former clients. Or even to make sure to go looking for From the newwith emails that will spread quickly.
But, don’t make the mistake of mixing multiple goals into one campaign. If you want to win again and then sell, set up two separate campaigns.
This is also why the three points in this article that are based on segmenting your lists should be respected.
3 – Create an email campaign for all your contacts
The more months or years go by, the more likely it is that your past customers won’t connect with your brand or brand.
Take, for example, a store that sells large household products: refrigerator, microwave, oven. This is the type of furniture that is renewed once every 10 years. So once you’ve done your shopping, you’re not supposed to come back every 6 months for the latest refrigerator promotion.
Segmenting your email lists allows you to estimate the future buying behavior of your customers.
You can divide by age group. In this case, you will not offer products worth more than 1,000 euros for the 18-23 age group, but you will not offer products over 60 who have a budget. But if your product is fun, cheap and useful for people who use public transportation a lot, then the opposite is true.
You can also analyze the purchasing behavior of your customers, during the period of analyzing your database. The people who will open your emails the most and click on your links will be the people who are most interested in your company. So people with high buying potential for your email campaign are likely.
Conversely, people who don’t open your emails very often would be very good targets for a customer buyback campaign.
To sum up the interest of segmentation, you must understand that you must create groups of people who are similar so that you can better reach them.
Ideally, I would tell you that everything should be divided: by buying potential, by age group, by location, by gender. But really, focus on the factors that will directly affect the goal of your email campaign.
If you want to sell: Slice at least by buying behavior. If you want to build loyalty, campaign for your customers, not for people who haven’t made a purchase yet.
4 – Do not preheat your forecast base
The third mistake is based on the goal of offering or selling a product for their email campaign. Often a mistake is made is the fact of forgetting create a need with your future Client.
This step comes before presenting your product or service.
I tend to say that for the campaign there is one main email, sent on day 0, and another coming, so before and after.
Let’s say you’re introducing a new product in a men’s grooming store. This product is a hair cream to get rid of dandruff problems.
If you just sent an email sequence promoting this cream, the results would be medium to poor. And if you instead reinforce or create the need to have this cream with your audience?
In this case, you’ll send 1 or 2 emails before day 0, to start thinking that dandruff is a problem. For example, you can use a statistic that says X% of men have dandruff problems. It is an important factor in temptation, to have beautiful hair, etc…
To put a short arc around the previous point, we can imagine targeting men between the ages of 20 and 35, unmarried, and already consumers of your products, for this campaign.
Once you have created the problem and need to find a solution to it in your audience, you provide the solution!
In a last email before day 0, you indicate that you have the solution. That the product has been in development and working for more than a year, and will be available very soon.
Then I send you the promotion on day 0, and you’ll reap the rewards of your previous emails, which weren’t sales oriented at all.
5 – Send emails only during your campaigns
Yes, I know you very well, but don’t worry, this is the main mistake I made when I started email marketing. I will consider sending the email as a communication channel that I can use to promote my services. So every time I emailed, it was always for a business offer.
Except that in this way, you gradually lose the interest of your audience, who are constantly flooded with advertising emails.
Do you know what distinguishes e-commerce giant Amazon from a small Borg-in-Press bookseller, from an email point of view?
You do not find?
It is, in fact, the possibility of communicating its history, tastes, choices, and everything that makes a person a relationship between a seller and a customer.
As for Amazon, even if its strategy is working well, it only sends emails about shopping cart abandonment, offers of books…in short: business emails.
While you, as a small bookseller, can tell anything that is likely to touch the feelings of your audience.
By setting up your storytelling, you will create an honest relationship with your customers. They can even reply to you via email to get in touch with you. Everything Amazon can’t do, given the size of the company.
Thus, a good email campaign is a continuation of your current strategy, which might consist for example of sending every 1Verse of the month, news to your customers. Also called newsletter.
But don’t make the mistake of using email marketing only to sell your products and services.
Now you know the 5 mistakes not to make when setting up your next email campaign. I remind you of them in the form of a list:
- Don’t know enough about your database
- You have multiple goals for one campaign
- Want to make your campaign to your entire mailing list
- Not warming up your audience before today 0
- Have an email-only strategy during your campaigns
From now on, the only brake that can bother you to make your email campaign a success, is the fact that there are very few emails in your lists. And to help you further, I recommend the guide I wrote about it: Effectively grow your mailing list With 11 ways! And once your list is filled with email addresses of qualified leads, you’ll be able to see the power of email marketing!