Email marketing is an essential part of any business’ modern marketing campaign. Without email marketing, you’re missing out on one of the most effective ways to reach your customers. Whether you already use emails or you’re just getting started with this form of marketing, you should avoid the most common email mistakes to make sure your emails don’t go unopened.
Avoid Common Email Marketing Mistakes
It can be easy to make mistakes in email marketing, especially when you’re just starting. While email marketing allows you to send a customized message to each of your subscribers, you can lose customers if you don’t avoid the following common email marketing mistakes:
1. Don’t Rely on Boring Templates
It can be challenging to draft original email subject lines, but using unoriginal templates will bore customers. Avoid this mistake by getting creative with your email subject lines. Stand out by starting with unique templates, as well as a subject line and greeting that has been carefully crafted for maximum impact.
When it comes to your subject lines, think about the best way to gain your customers’ attention. Remember that most customers don’t want to open emails that read as pure advertisements. Find ways to use catchy headlines to share news about the latest deals and discounts that your customers will benefit from.
2. Don’t Ignore Open Rates
It’s easy to assume that email open rates are simply another statistic that won’t impact your marketing campaign, but this isn’t true. Many brands continue to follow the same pattern for email campaigns regardless of their open rates. Make sure your campaigns have the largest impact by using these analytics to inform and improve your email campaigns.
If you have a low open rate, likely, your message isn’t reaching its audience or your content isn’t as strong as it could be. Like any drip campaign, email marketing’s effectiveness depends on your customers’ attention—not necessarily engagement with any individual message sent out. Pay attention to these open rates to find out which content receives the most engagement and attention from your clients to help you avoid lower rates in the future.
3. Don’t Underestimate Email Signatures
Though email signatures aren’t as much of a hot topic these days, they’re still as important as ever. When you send a business email, it’s important to remember that your signature helps to complete the message. With every email, at least half of any person’s screen is taken up by your contact information (name, company name, title, phone number, and email address).
Without a professional-looking signature that matches your brand image and reinforces your message at every email touchpoint, you may be missing out on valuable marketing opportunities. Making an effort to design an eye-catching and succinct signature will improve your email marketing’s effectiveness across the board. Similarly, make it easy for your customers to get in contact with you and access your website by providing all relevant links and contact information at the end of your emails.
4. Don’t Overlook Content Timings
Another common mistake many email marketers make is neglecting to time their emails according to their customers’ time zones. Mistakes can cost businesses their customer’s loyalty. Too often, brands offer deals for a limited time but fail to consider their clients outside of their timezone. By paying attention to these details, you’ll make sure all your customers can take part in your email offerings.
5. Don’t Neglect Mobile Design
Mobile design is another area where many marketers make mistakes. While most email design software offers a mobile design solution, brands may make the mistake of failing to use this option. This might seem like a minor problem, but it can end up being costly.
Remember that most customers use smartphones to open their emails. Don’t make it more challenging for your customers to read your emails by failing to optimize your content for mobile use. Keep each email campaign accessible from all electronic devices, including laptops, phones, and smartwatches.
Make your email campaigns as successful as possible. Avoid these five common mistakes in email marketing and you’ll avoid a lot of headaches down the road.