4 email marketing mistakes you might make and how to avoid them
4 email marketing mistakes you might make and how to avoid them
Even though modern marketing strategies like social media excel in terms of influence and influence, good old-fashioned email marketing is still king.
learn Shows that email is the top distribution channel for B2B and B2C marketers. In the past 12 months, 87% of B2B and 79% of B2C marketers have turned to email to share content, cultivate potential customers, and convert potential customers into sales. Email has also developed into an important inter-generational channel. Perhaps surprisingly, Millennials spend 6.4 hours a day checking email, And the probability of being affected by promotional emails is 63% higher.
What are the benefits of email marketing? Here are a few reasons to maintain an active email marketing strategy:
However, as the volume of emails grows The opening rate is decliningIn 2020, the average open rate dropped to 21%, while it remained stable at 24% from 2015 to 2018. This means that standing out from the crowd is more difficult than ever.
If you are working to turn potential customers into email subscribers, or your emails are not as good as you expected, please read on to discover four common email mistakes you may make and how to avoid them.
1. You do not have a welcome email
How many times have you signed up to receive email updates or newsletters from the company and feel that your subscription is not important to them?According to Campaign Monitor, an amazing 50% of brands do not automatically send welcome emails To new customers or potential customers.This is a huge email marketing mistake because Subscribers are the most engaged brands within 48 hours of registration.
The welcome email is your first opportunity to build a relationship with your subscribers. It also sets the tone for what they can expect from your company’s future communications. Moreover, this is a good sales opportunity.
When you make your welcome email, make sure that your messaging is simple and easy to talk to. Thank you subscribers for making you a part of their lives, and welcome them to join your community. Communicate their expectations of subscribers, such as getting the latest news, product releases, special offers, ways to participate, etc. Offer them discounts in exchange for more information, such as registering with your company or completing a profile (you will need it so that you can better understand them and customize future emails). Finally, a clear call for action. Don’t bury it in a large number of copies, but use graphics to guide the line of sight.
Most email platforms (such as Mailchimp, Constant Contact, and Emma) include ready-made email campaign templates to simplify the process.
2. You did not personalize your email
As human beings, we desire a personalized experience. It helps us distinguish one brand experience from another and promotes a deeper connection. According to HubSpot, Personalized email open rate is 26% higher And a higher click-through rate than others. However, if your email marketing personalization only extends to include the customer’s name in the communications you send to them, then you are wrong.
The real personalization is to understand the customer’s preferences, needs, and wishes, and to add a personal touch to each email. There are many ways to personalize your email. You can use demographic data (such as date of birth, location, interests, and gender) to customize your subject line, text, and offers. When you build relationships with customers, you can further personalize content based on browsing and purchase history. For example, you might recommend products or services that are complementary to those they have purchased in the past. You can also use personalization to send content related to your potential customer’s position in the sales funnel.
Regardless of your approach, find a way to drive consistent personalization throughout the customer journey. The more data you accumulate about each customer, the more chances you have to interact with them in a thoughtful way while driving greater conversions.
3. You are not testing what works best
If you don’t test which emails perform best, it’s difficult to know which of your email campaigns are the most successful and why. Tracking clicks, open rates, and conversion rates is important, but you also need to figure out what your audience likes and responds to before launching a comprehensive marketing campaign.
This is where A/B testing comes into play. A/B testing compares the performance of two or more unique versions of the same email in a sample audience. With A/B testing, you can test any number of variables. For example, which subject line performs better? If the offer or call to action is placed at the top of the email instead of at the bottom, will it get more clicks? Is one delivery of the day better?
Most email providers have platforms that provide some form of built-in testing. During the test, you will set up multiple versions of the same email—A, B, or even C—and send them, and then the system will send them to a random, small subset of your email list. All of this happens before you send out the main explosion. After getting the results, please check the test metrics.
After you determine the best performing content/format/time or any other content, you can use this version of the email to run.
4. You did not automate your email activity
Since the early days when we used it to personalize emails and plan drip email campaigns, email automation has come a long way. Today’s email marketing platforms can easily create highly automated email sequences that trigger a series of emails based on customer actions. This kind of automation can be used to start conversations, cultivate customers, and even win customers back.
For example, Fundbox customers, digital marketing consultants and founders Geek Power Studio, Guillermo Ortiz, uses email automation to get customer feedback.
The company uses a review tool that automatically sends emails to customers when they are added to the company’s email list. The email asked them to rate their experience. Anything with a score of 7 or above will trigger an email to the customer asking them to comment online. Any negative reviews will be sent directly to the business owner so that they can solve the problem immediately before dissatisfied customers leave negative reviews online.
This email had a major impact. About 10% of customers now leave reviews. Considering that Google ranks companies based on the number of reviews they have, this could have a big impact. Positive reviews will also leave a good impression on potential customers.
Ortiz’s blog post-Get more sales through email marketing automation– Explains how to build a simple email automation sequence.
For more small business marketing and sales tips, strategies, strategies, and best practices, check out these Fundbox blogs.