Most businesses are using email marketing and that’s why there are more than 290 billion emails sent daily. With those numbers, it’s important to remember that whenever your company sends an email to customers, it must stand out from the hundreds of other emails that they will undoubtedly receive on the same day as yours.
Sending an email campaign requires a lot of time, and it is critical that this time is not wasted on emails that are not decided to open, read, or acted on. ActiveSend has compiled a list of the three most popular email marketing mistakes to help you avoid the pitfalls that many businesses make when they first start using emails to connect with their customers.
3 Common Email Marketing Mistakes and How to Avoid Them
- Sending emails without personalization
You already understand how important email marketing is to the success of your business. To make it more effective, all you have to do is fine-tune your email campaigns, which is where email personalization comes in. Personalized emails have a 26% higher open rate and a 14% higher click-through rate as compared to non-personalized emails.
Remember that the best audience is an engaged audience. Your subscribers are potentially bombarded with emails on a daily basis. To stand out from the crowd of emails, make sure that everything from your subject line to your email copy to your call-to-action (CTA) is carefully designed and properly personalized to suit the recipients’ persona.
- Not letting recipient reply
Sending emails using the email address like No-reply@ or DoNotReply@ are very uninviting and unwelcoming. If you send emails from these sender addresses, don’t be surprised if your open rate goes down. In fact, most of the recipients open an email based entirely on the sender’s name.
To prevent a significant drop in open rates, always send emails from an email address that your subscribers are familiar with and can respond to if necessary. If your email doesn’t allow the user to reply or ask questions, they may seek out a more personalized experience where brands are interested in hearing from their customers.
Allow recipients to contact you at all times. If you get too many responses, you can include a ‘Contact Us’ link in your email that takes readers to a landing page where they can submit their questions or request more information.
- Disregarding email segmentation
Keep in mind that different customers and subscribers come to you and subscribe to your email lists for different reasons. Sending them all the same email that only applies to some of them will lose your subscribers’ interest in your company.
To avoid making such an email marketing mistake, take advantage of email segmentation. Based on the demographic and psychographic data you’ve collected, you could guarantee that the right people are receiving the right message at the right time.
Asking for subscribers’ preferences right on the signup page is the perfect way to start segmenting your email lists right away. Alternatively, you might include a link in your email campaign that directs existing subscribers to your preference center to enhance your segmentation efforts. Allow them to choose whatever they want to receive and how frequently they want to receive it.
Fixing these common email marketing mistakes doesn’t have to be difficult. A few of these problems can be addressed by making a few minor adjustments to your email strategy; all you need to know is what your consumers want and why they want it and have the right email marketing tool in place.
ActiveSend is an email marketing tool where you can create amazing email templates without requiring technical coding skills. With its easy-to-use and effective features, you can avoid and fix errors when running an email campaign. ActiveSend is a cost-effective email marketing tool for building relationships with your customers through sending promotions, the introduction of new services and goods, the distribution of new content, or simply seeking feedback. Get in touch with ActiveSend to start your email marketing!