When first starting out with email marketing mistakes can easily be made which can affect the overall success of it. To help, below are 5 of the most common mistakes made in email marketing and how to avoid them in future campaigns.
Lack of Customisation
Customisation is hugely popular now, in fact, studies have shown that by using a custom subject line, email opens increase by around 30%. This means if you aren’t already using customisation in your mailings you’re already missing out on a huge chunk of potential customers. The best time to implement customisation is:
- Emails with promotional activity.
- Customers that have abandoned their cart before order completion.
- Automatic emails to new customers.
- Special events – such as birthdays.
- Satisfaction surveys.
Despite these suggested uses, personalisation should be used whenever possible to gain the highest amount of opens for your business.
High/Low Email Volume
A recent study found that 86% of consumers would be pleased to receive marketing emails from companies that interest them at most once a month, with 60% claiming to be happy to receive emails once a week, and 15% to receive one a day.
What marketers actually send differs slightly from these results, with 35% of email marketers claiming to send 2 to 3 emails per month, 21% sending 4 to 5 and another 19% sending only 1.
From both studies, it’s clear that sending around 2 emails per month is the best for engaging with customers. This can be slightly adjusted to 3 or 4 if you have something important to announce but any more than this and you risk customers losing interest and unsubscribing from your emails.
Email is not a platform that is meant for reading content that take hours to get through. People don’t want to have to scroll through an email, they want it to be short and to the point. If it is too long the email may be disregarded and not even read through, which is not something any marketer wants. Fortunately, most email clients now don’t allow this, with Gmail and others cutting these emails down if they are too long.
The information that you gather from your customers when they sign up to receive communications is extremely important – their address, date of birth, sex etc. It all allows you to create segmentation to send better-targeted emails and avoid spam. It also provides you with information to optimise the content of your emails, which can be used to then increase the number of opens.
It’s important to remember when sending your mailings out to include the sender of the email, although it may not seem like an incredibly important thing to do, it is in actual fact almost as important as the purpose of it. Including your business and the name of the person sending the email on behalf of your business acts as personalisation, and helps to build a good relationship with your customers. It also provides an incentive to open the email, as, if the customer doesn’t recognise or know who the email is from they will have no reason to open it.