As we start 2021 with a new hope to restart every business plan that got paused and every objective that remained unachieved last year, we might also want to explore every new opportunity. At the same time, don’t forget the past mistakes made as you should never repeat them. To prosper as a business and to take a leading position amidst a plethora of competitive organizations, you cannot afford to make any mistake twice. As your business moves into a new year, learn from your past mistakes to achieve a higher ROI.
Marketing is one such sector that has evolved immensely in the last few years by incorporating technology. It now plays a significant role in the success of almost all businesses. Email marketing is the most impactful marketing channel, which can help you generate a large number of leads if executed in the right way. Businesses worldwide are gearing up for new marketing strategies. According to predictions, this year will witness several changes in the marketing landscape. Though marketers still have the same goal to create better experiences for their subscribers, the strategies will become more advanced.
With the integration of technology such as automation tools, email marketing can be expensive. And if you fail to achieve the desired result, your business will undergo loss. Therefore, you must leave behind the email marketing mistakes made in 2020 and take your 2021 email marketing strategy to the next level.
Even though different industries follow different email marketing strategies, marketers make several common mistakes that affect their entire email marketing campaign. To help you achieve a new email marketing target this year, we have listed some of the biggest email marketing mistakes that you must leave behind in 2020 and how to overcome them.
Not Sending Welcome Emails
Most marketers often ignore this part or forget about it. Failing to send a welcome email leaves the customer confused if the subscription is final or not. It also impacts your open rate and conversions as the person might not even remember subscribing to this list. If people don’t receive an email from you for a long time, they can choose to move on to your competitor’s brand.
When someone subscribes to your email list, you need to seize that opportunity and create a connection with the prospect right then. A welcome email is an easy way to connect to your new subscribers and make them feel special. It helps you create an engagement with your leads. To make your job easier, you can also automate your first email series. You just need to develop a welcome drip campaign that introduces your brand to your customers by sending out an auto-generated welcome email to every subscriber. Add some of your best content to the email to engage your leads.
Using Multiple CTAs in One Email
Adding a call to action in your email allows your target audience to complete a specific action. This takes them to the next stage of their customer journey. To achieve more sales, marketers make the mistake of using more than one CTA in an email. This leaves the receiver confused with which one to go for, and eventually, they end up selecting none.
Using one CTA per email keeps the reader focused on one objective, which is likely to work better than an email with multiple CTAs. Your email should have one purpose, and every content in it should revolve around it.
Failing to Deliver on Your Value Proposition
When you ask for personal information from your potential leads during the subscription process, don’t expect them to provide you with all the information you need without anything in return. It would be best if you offered them something worth the value of their personal data. You can provide relevant content in a downloadable form to potential leads such as ebooks or infographics in exchange for a subscription. Select your value proposition based on your industry, products, services, and target audience. This helps in engaging your leads and building trust. It also allows them to understand your company and the products they are interested in a better way.
Failing to Optimize for Smartphones
Most of your target audience opens your email on smartphones these days, and thus it is crucial to optimize your emails for mobile users. Failing to do so can lead to a massive tragedy to your email marketing campaign, as your open rates will decrease by a large percentage. It would be best to make sure that the receivers who are using mobile devices to read your emails face no issue in understanding your message. To optimize your emails for smartphones, you can break the text into small paragraphs and shorter sentences. This makes it easier to read on small devices. Also, keep the subject line short so that the most important part is visible even before opening the email. Otherwise, some may choose to ignore the email altogether.
It is also ideal to use more text than images as the image may take time to load on the mobile device. Sometimes it may even block pictures in the email. If not, the receiver can miss out on significant portions of your message.
Email marketing will continue ruling the digital marketing industry due to its immense success in the past. If you want your email marketing campaign to achieve the target goal, you need to avoid all these mistakes and watch out for more such errors besides improving your existing techniques.
