Whether you’re a novice or seasoned marketer, you’ve doubtlessly considered email marketing, if not engaged in it. Indeed, this famous marketing endeavor should rightfully be in your sights. Not only does it typically yield excellent Return on Investment (ROI), it’s also a versatile practice to boot.
That is, it can seamlessly integrate with other tools within your workflow, adding a layer of lead acquisition almost effortlessly. All that said, however, there are many ways for email marketing to underperform – or worse, actively hamper your marketing efforts. So, let us use this article to delve into the 7 biggest email marketing mistakes to avoid.
Essential Email Marketing Assets
But first, let’s qualify our prior claims. Consider the assets you might already be using that can substantially enhance your email marketing campaigns, such as:
Is email marketing worth your time?
Next, before delving into the main subject, let us very briefly demonstrate the effectiveness of email marketing. Should any of the following mistakes have deterred you from this type of marketing, the data to follow might convince you to try again.
First, Neil Patel argues that email marketing is the most effective online tactic for lead generation:
Then, he continues to find it’s also among the easiest:
But what about ROI, then? Surely, lead generation is just one factor of final revenue. Well, Lyfemarketing finds that “the median email marketing ROI is 122%”. That, they correctly add, is 4x higher than any other digital channel.
Finally, Digitalstrike agrees and also finds that “customers who purchase products through email spend 138% more” than those who don’t. So, in brief, email marketing is absolutely worth your time.
Biggest email marketing mistakes to avoid
Now, having contextualized the subject, we may explore the 7 biggest email marketing mistakes to avoid. In no particular order, here are our picks.
1. Buying email lists
This is, quite probably, among the most common and grave mistakes any email marketer can make. It’s certainly appealing to buy an email list, at a glance; the short-term benefits seem worth the vague risk.
Well, no – there’s never, ever a good reason to buy an email list. In contrast, there’s a range of reasons not to, from ineffectiveness to penalties. Some, including some Crazyegg identifies, include:
So, to reiterate, always avoid buying email lists. You’ll get very little out of them while risking a negative reputation, platform ramifications, and even legal woes.
2. Not personalizing your email copy (enough)
Another oversight, more so than a mistake, lies in personalization. Personalization is what makes your recipients open your emails in the first place; would you open bland, generic emails? Most probably not. That’s why email blasts, whether cold or warm, typically don’t pay off as well.
Here, consider how you may personalize your emails with the aforementioned assets:
3. Overdoing it
That said, few email marketing mistakes to avoid are as common as, simply, overdoing it. Should you be engaging in social media marketing, you likely know how costly this can be – and SproutSocial agrees:
Of course, emails are not social media, nor are they SEO. However, the exact same principle applies to emails. That is, you can overdo it to the point where you lose subscribers. To address this, consider such steps as the following:
4. Alienating your mobile recipients
On the subject of your recipients’ interests, then, have you carefully considered their devices of choice? Statista has, finding that, in 2018, almost half of all marketing emails in the US were opened on mobile devices. Desktop devices accounted for a mere 17%, and the trend hasn’t changed since.
So, catering to mobile devices is absolutely crucial. In this regard, examine and fine-tune such aspects of your emails as:
Understandably, most of these areas directly relate to size; mobile devices have far less screen real estate. To address this and help ensure readability, simply send yourself your emails and examine them on mobile devices. It may take some effort, but it is definitely worth it.
5. Not minding outreach timing
Returning to email relevance and segmentation at once, outreach timing is similarly crucial. It’s so crucial, in fact, that Hubspot found substantial differences in open rates across both days and the times of day. Omnisend agrees and even makes the distinction between the first and second half of each month. Of course, they also identify differences in both open rates and click rates too:
So how can you address this data point? Here are some key practices to get you started:
6. Neglecting holiday opportunities
While not among the most harmful email marketing mistakes to avoid per se, this one is still very notable. Many businesses see considerably more sales seasonally or during holiday seasons. In turn, ignoring this can cost you dearly in missed sales. Here, you may consider the following:
7. Not monitoring email analytics
Finally, having noted analytics manifold throughout this article, this is arguably the single biggest email pitfall to avoid. Not monitoring your analytics is among the costliest, biggest email marketing mistakes to avoid – and many don’t.
Here, there’s no to-do list to go over. Instead, there’s a brief metric list you should consider:
Put simply, not monitoring such metrics will leave you in the dark regarding your emails’ actual effectiveness. Email campaigns are never a once-and-done deal, and no strategy will always perform equally well over time. Thus, you should constantly monitor your analytics and adjust your strategies accordingly.
To conclude, there is a wealth of email marketing mistakes to avoid. Buying email lists is a primary one, but it’s certainly not alone. You may not personalize emails, or overdo it, or not mind outreach timing. You may alienate your mobile recipients, a massive demographic, or overlook profitable holiday seasons. Lastly, and equally crucially, you may not monitor your campaigns’ effectiveness, leaving you with few actionable insights for course corrections. Hopefully, this article helped highlight why these mistakes are worth avoiding and how to do so.
This content was originally published here.