Email marketing increases the efficiency of your marketing, sales, and customer service, but only if you know how to use it in the best possible way. Successful email marketing campaigns depend on how you utilize this state-of-art technology that has blessed the marketing industry. And though email marketing makes digital marketing easy, it is one of the most complicated processes of managing marketing campaigns, which needs efficient brainstorming of the entire marketing team for a successful result. To help your brands reach audiences at key decision-making moments, you need to know how and when to use email marketing.
With unlimited choices and easy access to resources, today’s buyers have good knowledge to understand and differentiate between an authentic brand and a lousy company. Also, most of it gets highlighted by the way organizations market their services. Though the modern digital marketing system is equipped with amazing solutions to take care of every need for successful marketing, most marketers cannot yet make the most use of email marketing.
To best understand the consequences of your email marketing strategy, you need to put yourself in the shoes of your target market and analyze if the way you are using email marketing automation in your system actually works. Here are 6 Common Email Marketing Mistakes that Affect Email Sender Reputation:
- Not personalizing messages: Sending bulk promotional emails to every address in your email list without any human touch just because marketing automation allows it, is not the right way to address potential clients if you want to convert leads into buyers successfully. Using personalized content while interacting digitally with potential clients yields higher response and engagement rates. Use the customer behavior data stored in your database to craft personalized email messages and make the readers feel special and a part of your brand. This will result in a higher conversion of leads.
- Emails sent at the wrong time: The beginning of the success of your marketing strategy is when the open rate of your emails increases, and thus it is very important to monitor the metric related to the open rate. If you analyze that there is not much growth in this area, maybe you are not sending marketing emails at the right time. The right time to send marketing emails varies based on the target market and the product, but it is your responsibility to experiment with email sending times and figure out the best time to see more open rates. With digital marketing ruling every platform, your target audience’s inbox might be getting flooded with promotional messages and if you are not sending messages when they are more likely to open it, there is a high possibility of your emails getting lost in their pool of unread messages. Understanding the customer lifecycle will help you deliver emails at the right time.
- Neglecting the importance of content marketing: Often organizations don’t understand the value of high-quality content in generating higher conversion and is a common reason why email marketing fails. Your content should be transparent and interesting to read while it offers the most important information about the product, as well as customer benefits. By simply investing in complicated newsletter designs and templates instead of creating smart content, your emails lose their core value proposition. Rather short, simple, and to-the-point messages can generate better and higher leads.
- Not upgrading your email list: Every year, a huge percentage of the email addresses in your email list decay and thus you need to continue the search of collecting new emails. Some of the subscribers lose interest, while some change their email addresses. Therefore, building an email list is a process that should never stop. At the same time, it is important to track and delete inactive email addresses to save time, energy, and money.
- Forgetting to optimize content for mobile devices: No matter how many platforms you are using to send messages to your potential customers, if you are not optimizing the display to address mobile devices, there won’t be much increase in open rate. Since most of the customers these days are caught up in their busy schedule, they prefer to check such marketing emails on the move, in their mobile devices. Messages that fail to fit small screens are often neglected. Investing time and money on emails that are not even legible is a clear waste of resources. So, never forget to optimize your content for mobile devices. You can make this task easier by keeping your emails simple, short, and in points.
- Not optimizing emails for accessibility: By not optimizing your email accessibility, you not only ignore a large number of audiences who have the potential to become your customers by sending the wrong kind of emails, but also your email marketing campaign can be illegal. Making emails accessible improves your email marketing by reaching a segment of the audience that most organizations often forget to target. Also, email accessibility ensures people who use assistive technologies don’t miss out on key information in your emails.
