Despite the numerous marketing platforms that businesses have access to these days, email marketing has maintained its status as one of the most widely used methods to reach out to customers.
It remains one of the more popular marketing methods for a reason—it works. However, despite how it is to tap into email’s potential, ecommerce businesses still make these common mistakes. And these can prove to be detrimental to your campaign.
Here are some of the top email marketing mistakes that you should avoid:
1. Not personalizing your email
According to an Aberdeen study, personalized email messages improve click-through rates by an average of 14% and conversions by 10%. Separate research notes that 74% of marketers say targeted personalization increases customer engagement.
Referring to your customer or potential customer with a generic opener will very likely send your email straight to trash. For a lot of users, it makes the email seem like spam, based along on the opener. On the other hand, taking into consideration your audience’s basic information, browsing patterns, site interactions and preferences when you craft your email creates rapport.
Knowing you took the time to consider these factors make your recipients feel like you’re communicating directly to them.
2. Not paying enough attention to your subject lines
Too many ecommerce business owners treat the subject line as an afterthought and focus more on the content of the email. While that’s not necessarily a bad thing, remember that your email’s subject line is the first thing that your recipient will see. This makes it the most important and critical part of the entire email. By virtue of this alone, recipients will decide whether or not, it’s worth clicking on the subject line.
There are no hard and fast rules on how to craft the perfect subject line, but there are certain considerations that you should keep in mind. For starters, keep it brief and short. Try to pique your customer’s interest by teasing the topic, but find a balance to make sure that you don’t give too much away. Finally, get to know your audience. The best way you can create a subject line that will resonate with its recipients is by getting to know what works for them.
3. Focusing too much on promoting and selling
Yes, the entire point of your email marketing strategy is to convert customers—to sell, to pitch, promote. But your email marketing strategy doesn’t solely have to be just about that.
Customers are now more savvy and as a result, are less susceptible to blatantly obvious sales pitches. Keep in mind that the message should mostly focus on the kind of value you’re able to deliver. This includes things like informative content that supports your product or service.
4. Failing to proofread
This perhaps sounds so simplistic that it almost goes without saying, but sending an email to customers riddled with typos and grammatical errors will convey unprofessionalism and reflect badly on your brand.
So before you hit send, go over your copy one more time and if possible, have another set of eyes look over it. It will go a long way towards highlighting the effort that you put into your communications with your customer.
As you may have noticed, these email marketing mistakes don’t necessarily require a lot to fix. Recognizing what they are and implementing them will definitely help you ensure that your email marketing strategy remains effective.
Do you have more common email marketing mistakes that you think others should be aware of and avoid? Tell us all about it and leave a message in the comment section below.
And if you want to improve your conversions, get in touch with us today.