Email marketing is an effective way to reach your audience and bring more leads to your website, but taking the wrong approach can cause subscribers to jump ship. Are these common email marketing mistakes undermining your campaigns?
1. Blasting Everyone with the Same Message
Your email list is made up of diverse consumers who signed up for different reasons. If you send the same messages to everyone, you miss out on niche marketing opportunities and run the risk of alienating entire sectors of your audience. Yoga lovers joining a fitness email list won’t be interested in messages about CrossFit, and young professionals would prefer information on how to write a resume instead of your latest corporate successes.
Instead of treating these varied interests the same way, segment your audience into separate groups. Create targeted, relevant messages for these segments with content and promotions pertinent to their preferences.
2. Acting like You Have No Mobile Audience
Over 40 percent of the people you see staring at their smart phones are busy checking email, and they’re likely to repeat this action three more times throughout the day. Any messages not designed for mobile screens are likely to be ignored and trashed. This includes your carefully designed newsletters and special discount offers, no matter how good the content or enticing the deal.
Choose templates optimized for mobile devices, preferably responsive layouts made to adjust to multiple screen sizes. Make sure text is an appropriate size, images are optimized for compact viewing and links are easy to tap with a fingertip or stylus.
3. Emailing People Who Never Signed Up
The only people you should be emailing are those who sign up for your list through a dedicated opt-in method, such as a form on your website or a checkbox on an order payment page. You can’t assume friends, family, colleagues or people you meet at networking events are interested in receiving your content, and making this assumption could put you in violation of anti-spam laws. The terms of service for your email marketing provider are also likely to include penalties for sending unsolicited messages.
4. Not Getting Rid of Spam Addresses
Your email provider probably charges based on how many people have subscribed to your list, but if you’re using a one-step opt-in method, you could be paying for useless contacts. These fake accounts increase the bounce rate of your emails and impact the accuracy of your analytics.
To clean out unwanted addresses, look for “role accounts” beginning with words like “contact” or “info,” and remove entries with gibberish names. When you find legitimate contacts who haven’t opened your emails in a while, consider sending a remarketing message to ask if they’re still interested in being on the list.
Recognizing where your email marketing campaigns are falling short and making adjustments to your tactics is the first step toward increasing engagement. Focus on quality over quantity and target messages to the needs of your audience to start seeing the results you desire.