Email marketing is an essential component of any strong marketing strategy. This form of marketing gives businesses the chance to convert their audience members into long-time customers and provide value in a convenient way.
Whether you’re just starting out with email marketing or have been utilizing it for years, it’s a good idea to assess your strategy to see what’s working well for your business and what may be hurting your overall efforts. To help you do this, 10 members of Young Entrepreneur Council shared some common email marketing mistakes they often see companies make and what you can do instead.
1. Relying Too Much On Automation
There’s too much automation these days. While people swear by automation, if you really want to connect with a specific client or investor, take the time to custom write a very concise, well-researched and well-thought out email. A more personalized approach will stand out among the burdensome trash marketing emails they get every single day by the dozens. – Andy Karuza, LitPic
2. Neglecting A/B Testing
Companies’ biggest mistake when conducting email campaigns is not conducting A/B testing and giving up too soon. Good email campaigns require you to test and tweak your messaging through many renditions, each version hopefully increasing your open and click-through rates ever so slightly. Eventually, you’ll have an email marketing system paying off for the time and effort you’ve put into it. – Salvador Ordorica, The Spanish Group LLC
3. Sending Emails With Tunnel Vision
The biggest mistake I see is when emails are only focused on the product or service. Your email marketing is an opportunity to educate, engage and entertain your target audience so that they want to keep coming back to you for more content. They may not be ready to buy the moment they get your email, so the email should not be solely focused on selling. – Kelsey Raymond, Influence & Co.
4. Overusing Urgency Tactics
I think many consumers—and this includes B2B clients if that’s your niche—are tired of constant hype. With email, this often means a never-ending barrage of “time-sensitive” offers and deals that are “ending soon.” When businesses constantly send these sorts of messages, they lose credibility. A better approach is to position yourself as someone who offers high-value products all the time. – Kalin Kassabov, ProTexting
5. Neglecting Technical Preparations
A key mistake in email marketing is related to the technical preparation of email addresses. This is the lack of “email warmup.” In other words, before you send the batch of emails (no matter how large your target audience is), you need to make sure that you sent an equal number of emails a month before the launch. Otherwise, there is a great chance your emails will have a high spam rate. – Maksym Babych, SpdLoad
6. Sounding Like Everyone Else
As entrepreneurs, we are marketers. It’s imperative that our copy, tone and overall branding supports our mission and message. If your emails either look like everyone else’s or fail to support your company’s mission, you’re not prioritizing messaging. When your emails stand out from the heading to the copy, you’re ahead of the pack. – Libby Rothschild, Dietitian Boss
7. Using A Directionless Email List
You can’t just get a random list of email addresses and expect decent conversions. They have to come from the right traffic source. And even when they’re from the right traffic source, you can’t just blast content to them too. You have to segment your list to have a better idea of your customers’ positions in their buyer journeys. – Samuel Thimothy, OneIMS
8. Writing Emails That Aren’t Adding Value
Make your emails valuable. You want people to be excited to open them. A higher open rate leads you to brand loyalty. Add in recipes for the next holiday, fun things to do with your kids, organizing ideas—things that people are thankful they spent the three minutes to read through. They will be more eager to open up your email and receive your message this way. – Mary Harcourt, CosmoGlo
9. Failing To Send Through A Personal Account
A big mistake that companies make is not sending their email marketing through a “personal account.” It’s important to send emails from a real person with a name and a signature. Getting emails from a brand will feel promotional, but when you send it through a person’s account with a name and even an image, your audience will feel more connected—and they’ll be more willing to read your email. – Syed Balkhi, WPBeginner
10. Sending Emails Too Often
Did you know that an average person receives about 44,165 emails a year? Your customers are drowning in emails, which makes it easy to understand why they ignore you, or worse, why they unsubscribe to your newsletters. One way to combat this is, during signup, give your customers choices on how often they’d prefer to receive your emails. – Shu Saito, Fact Retriever