Important Email Marketing Mistakes To Avoid

Email Marketing

What Is Email Marketing? 

Email marketing is a way to market products to your audience in a softer way to keep your audience in the know about your brand and to keep them invested in the continuity of the brand. It is a blend of direct and digital marketing, making use of Email to sell and to keep engaged customers between each of their purchases to keep them informed.

Emails can be targeted towards specific demographics and personalization-wise, your audience can receive the information that they want, rather than irrelevant information. This method of marketing may also allow you to reach out to a wider spectrum of audiences as it helps to connect to more people who could have an interest in your brand whilst easing them in through a simple email connection. 

Though Email marketing can be used as a powerful way to market your brand, many email marketers still make mistakes, ones that are easily fixed and when done can make your strategies to market through email more fruitful.

 

Personalize Your Email Campaign To Your Audience

One thing to change is the automation of emails. When they seem monotonous and impersonal, certain clients or potential investors are less likely to open and read through them. Writing a more specific email with a more personalized approach can allow for a better chance of getting noticed in the sea of automated emails. 

This leads to the fact that many emails from email marketers seem to give off the same tone, seemingly sounding the same due to the fact they use similar sales-person language that will only lead to being skimmed over. That is when you need to make sure that you are sending emails with your brand's voice in mind to ensure that you’re not just sending generic overused sales emails that don’t generate as much traction. Much like a story, you must be able to reel in the clients from the get-go, i.e. the subject. If they open the email after finding the subject interesting, they are more likely to continue reading the email and even subscribe.

Email marketing should also be a chance to educate potential clients and audiences about your brand as well as other factors within, but sometimes, email marketers get tunnel-vision and simply focus on one aspect of the brand, such as the product, and make the entire email marketing campaign simply about the one thing, when in fact every part of the brand is important. To avoid that, email marketers should make sure to keep in mind that the point of the campaign is to inform a wider audience and garner potential clients.

 

Targeting Specific Segments

Segmenting demographics is another important aspect, as an email that a female consumer in her 40s would read is different from one that a male consumer in his 20s would open and find interesting, therefore the target market should be divided into the proper age ranges as well as other factors that help push these emails to be read by consumers. This helps the emails to have more appeal to their demographic and aids in getting the emails more clicks. 

Furthermore, emails are sent with ‘do-not-reply’ addresses, showing a lack of willingness to engage with potential clients. This act can stir away many customers who want to connect and explore deeper into the brand, as their questions will simply be met with a series of spam subscription emails. This is something to be changed, and a way to do that is to have the emails sent from an actual email address with a name and face to it, rather than the company email or a blank, faceless one. Emails that are sent from personal accounts may garner more interaction as well as responses of interest in the brand. If managing the number of responses becomes a problem, customer queries can be given a set of responses that may guide the potential client to sources of information. 

 

Avoid Spam Trigger Words

Marketing emails also have a probability of ending up in spam messages for a few reasons. Either the brand did not prepare enough beforehand and the first email sent immediately goes into the spam of many potential clients, or the emails have spam trigger words. These words often over-claim things, promising things that are simply clickbait. Due to that fact, marketing emails should avoid using words that may over-sensationalize sales.

Additionally, a common problem for many people is the number of emails sent. Often when someone subscribes to a certain brand in hopes of receiving content, they do not mean to be met with a barrage of emails. This overload of marketing emails may become the catalyst for the unsubscription of many customers. A way to counter this is by adding features in which potential customers may choose how often they receive emails to ensure that they can get the best experience whilst also letting you promote your brand. 

There are certainly many courses of action to weigh in light of making sure your email marketing campaigns come through, but one thing that is for certain is that customers want to be engaged with and to do so, email marketers must be smart in finding ways to connect to their audience as well as their target market to ensure that more potential clients will click and be interested in their brand through the marketing emails sent, be it in the brand itself or the content provided by said brand in their emails.