E-mail revolutionized the marketing world in 1978. That’s when Gary Tuerk released the first mass e-mail to over 400 leads. The e-mail caused a great amount of buzz resulting in complaints and over $13 million in sales. Fast forward 38 years and e-mail marketing is still a powerful method to gain and retain customers.
Today, inbox competition is high. Your e-mail marketing attempts need to be spot-on to be opened, clicked, and generate sales. Even after 38 years of innovative technology, research, success, and failure, many marketers are too quick to push send. Slow down! And read through this list of common e-mail mishaps. Use these as a lesson to make your next e-mail marketing campaign the best yet.
1. Start with a list.
Lists are vital for any successful e-mail marketing campaign. Actually, you can’t send e-mails without one. Build a valuable lead list to maximize your email effectiveness.
- Did subscribers opt-in to receive your e-mails?
- Do you have the correct contact name?
- Is the list fresh? (Created recently.)
If you answered no to any of these questions, it’s not a list you want to use. 2. Off the wall offer. Before sending your e-mail, qualify your leads. In other words, make sure your leads need the offer. If your services are only available locally, don’t send the e-mail to out-of-state businesses. Or, for example, if you provide landscaping services, make sure your leads have a physical location.
2. Off the wall offer.
Before sending your e-mail, qualify your leads. In other words, make sure your leads need the offer. If your services are only available locally, don’t send the e-mail to out-of-state businesses. Or, for example, if you provide landscaping services, make sure your leads have a physical location.
3. Too many e-mails.
Sending too many emails can come across as pushy. Nobody likes a bully. That’s one way to guarantee a spot in the trash. Create an e-mail marketing plan that maps how often you follow-up. Test the number of follow-ups with two groups and track the results. If one email results in a greater number of opt-outs, tweak the campaign.
4. Too few e-mails.
Not sending enough emails is just as detrimental. Your subscribers forget who you are if you go too long between emails. This leads to unsubscribes because they don’t remember opting into your emails.
5. You’re not a BFF.
So, stop acting like it! E-mails that get too personal, too quick, seem fake. Readers know they don’t know you. They are more likely to delete you if you pretend to know them.
6. You, you, you.
Self-centered marketing emails are some of the worst. Stop focusing on your product, service, or company. Create a valuable message telling them how you can solve their problem or need.
Unprofessionalism is not okay. Be respectful. Don’t lie. Proofread multiple times!
E-mail marketing isn’t new. Yet, it continues to be the center of success and debates. Avoid these common e-mail mishaps and create a meaningful campaign that delivers results.
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