Next we will describe the most common mistakes that are made in email marketing strategies and how to solve each of them.
1. Unsolicited emails
What is an unsolicited email? This is what we most commonly know as SPAM and consists of sending a newsletter to a recipient who has not agreed to receive it.
The main basis of emailing is to build a good opt-in database (users who have registered to receive communication from you).
Building an opt-in database is simple, you only need a form for people to register. That way you’ll get really good results. What do you do when you receive an email that does not interest you? You erase it What do you do if they keep sending you emails that do not interest you? The brands like SPAM.
If you are marked as SPAM your domain will be damaged by preventing your emails from reaching your recipients’ inbox, and sending mass mailing to a purchased database may have legal consequences.
2. Ask for too much information in the registration
If you offer a form to register in the newsletter, do not ask for too much information. Customers hate long forms to the point that their stomach twists.
The only information you really need to send a newsletter is an email, the rest is optional, although it will allow you to better personalize your mass mailings. Do not exceed the three entry fields. Remember that your goal is to increase the list of contacts!
3. Let them forget you or not let them miss you
Do you send emails every day? Or do you send every six months? The frequency with which you send emails is important.
You do not have to harass the recipients, unless they ask you, but you do not have to forget them either – or they will forget you. The frequency of shipping depends on your market.
If the list is formed by potential customers who are investigating before buying, for example, you are interested in communicating quickly and at short intervals. However, the optimal thing would be that, in the form, the recipients choose how often they want to receive the emails.
4. Devote little time to campaigns
To get an effective email marketing campaign, you have to prepare it! This implies determining an objective and adapting, accordingly, the list of recipients and the content of the message. “Do not leave for tomorrow what you can do today.”
You have to dedicate time and perform tests. Also keep in mind that the subject of the message is very important, avoid spelling mistakes and check the links.
5. Do not incite action
- What is the purpose of your email?
- That your recipients visit your website?
- Do you sign up for an event?
- Buy something?
- Download something?
The Call-to-Action (CTA) or call to action is the button that will help you achieve your goals. One click and go.
- Calls to action must:
- Be well positioned: preferably at the top of the message, do not scroll your users to see it.
- Be visible: do not hide it in an image (what happens if it is not loaded?) Do not do it in text, it will be lost inside the email, and do not hide it in a lot of text, give it space and let it breathe.
- Using action verbs: “download”, “click”, “purchase” or “visit” are just some examples of the calls to action that you can include in your messages.
- Avoid long speeches and focus on the essential message.
6. Send without testing before
When you cook, do not you try what you have prepared before serving it? Same with email marketing! Although it sounds similar to point 4 of this list, in reality we refer to one of the challenges of email marketing: the display of emails in the main mailboxes.
The message will be displayed differently on a computer than on a mobile phone, and it may not look the same in different mail providers (Gmail, Hotmail, Yahoo) or mail applications (Outlook, Thunderbird).
Remember to perform tests either by sending test emails to the email addresses you have created and viewing it on various devices. Or save time using Mailify, it will show you how it will look in all these formats.
On the other hand, it is also a good way to check that your emails will not be considered spam by the filters.
7. Ignore statistics
One of the benefits of email marketing is that we can measure the results of our mass mailings, almost immediately.
- What’s the use of sending newsletters from Gmail or Hotmail if you can never check the results?
- Who opened?
- Who clicked?
- From what device?
In order to do this you need a professional email marketing tool that allows you to see the statistics of the campaigns to analyze and optimize your emailing campaigns thanks to these results.