Email marketing is not dead, that’s simply a misconception that has gone viral for all wrong reasons. The increase in the number of users is proof enough for this. It doesn’t matter what type of business you do or the industry you’re in everyone needs to have an email marketing strategy as a part of their digital marketing plan.
Many business houses are using email marketing successfully to communicate with their customers. And they’re succeeding, however, they’re lacking in conversions. But conversions are possible only when you have a flawless and infallible email marketing strategy on hand. But like any other imperfect thing in the world, even an email marketing strategy can have its shortcomings. Don’t get us wrong, we are only suggesting the possibilities here and not trying to discourage you. All this means you can prevent common email marketing errors that damage email conversions and get the most out of your email marketing campaigns.
1. Failing to welcome your new subscribers
Congratulations! Hola, you have a new subscriber to your email list. Now, that’s how you start your conversation.
Not sending a welcome mail is like missing out on a golden opportunity. Welcome emails are by far your most read emails because it’s the first email you send to your subscriber. The reason you should be doing this is to remain at the top of your subscribers’ minds and leave a first impression impact on your audience. Welcome emails should be sent out as soon as a sign-up is completed, explaining who you are and what they should expect from you. Welcome the subscribers onboard, introduce yourself and tell them what’s lying ahead. Welcome mail sets the tone for all the following emails too.
2. Forgetting a call-to-action
Sending an email without a call to action is the equivalent of leaving the recipients in the dark. If you leave the decision to your readers to figure out what you want them to do, you’re expecting too much of them.
If you want to promote a blog you’ve published, a new product, remind readers about an upcoming event, or make a sale. Make sure the call to action is straightforward and directs the reader to the desired outcome.
Make your CTA important by making it-
- Easy to Find
- Use right words that trigger action
- Avoid using multiple CTAs
- Use appropriate CTAs (for example if you’re launching a new product your CTA should be about Buying)
3. Not segmenting subscribers
Every subscriber’s need is different from the other, so if you’re sending the same email to your list, you’re going wrong. While some subscribers may only want your newsletter, while others want to know about your products and coupons. Your job is to find out their exact needs and preferences and then design an email according to it that drives more conversions.
Furthermore, it’s been stated by facts that 60% of the people will delete irrelevant mail, 27% will unsubscribe from irrelevant emails and 23% will mark them as spam. Customer retention, acquisition, and transaction rates are all improved when the email list is segmented.
4. Sending an excessive number of emails
You don’t have the right to spam anyone just because they signed up for your email list. An average office person receives over 44,000 emails per year! Wow, that’s some number. It’s no wonder, then, that the most common explanation for people unsubscribing from email lists is that they are being bombarded by emails. People should be delighted to receive a message from you rather than irritated. They must be interested in what you have to say because they signed up to receive updates from your website. You must understand that people would not shop or visit your website daily. So, you should be limiting your promotional mails to once a month.
5. Neglecting mobile audience
Approximately 70% of your readers use smartphones to access your emails. If you’re not optimising your emails for phones; you’re losing out on a big opportunity to increase conversion rates. It won’t take you long to make your mail mobile-friendly, a couple of steps and you’re good to go. Avoid long text, just keep it under 3-4 lines, use images describing alt text, remove distracting elements. Lastly, crosscheck an email before you start mailing, send it your smartphone and then to other team members for checking before it reached your readers.
6. Sending unprofessional messages
An unprofessional mail can turn things around for you. Imagine a situation where you send out a mail to your readers, but the mail is full of typo and grammar errors. What impression will it leave on your readers? Well, they would immediately put it into the trash, or it might affect your customer’s loyalty too and compel them to unsubscribe you. To save yourself from this mistake you need to plan your mail carefully, write a copy, proof checks it not once but twice, format it and add your business as your reply address. Observing these things this will ensure that your message looks professional and reflects your brand highly.
7. Not making website signups a priority
Having great content with optimized visuals, perfect CTA and professional design won’t matter if you have a handful of people in your mailing list. It won’t fetch you any results. Including a ‘Signup for Emails’ at the top of every page of your website in a smartly designed box will boost your email signups jump dramatically in volume. You can also offer a deal in exchange for an email sign up to up your game.
Shergroup offers email marketing as one of their core digital marketing services that could help you build a perfect subscribers list. Our marketing specialists understand your marketing goals and accordingly plan and execute a strategy that maximises your business revenue. Email marketing has its perks and can build a loyal clientele for your brand and help you convert them. We at Shergroup focus on building that One email list strategy to grow your business by selling to every person on your list. Call us on 0845 890 9200 to discuss about your email marketing requirements.
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