DatabaseUSA.com reveals that email marketing can be one of the best ways to create more sales. They even indicate that the ROI for email marketing can be as high as $38 per dollar spent. However, there are some mistakes businesses can make when trying to engage with subscribers on their email list. Here are the top 4 potential blunders you need to avoid.
1. Personalization Gone Wrong
Using personalization is a great way for every subscriber to feel that you care about them. Personalization allows you to segment your list based on demographics and behaviours, but it can also help you send better messages. Personalization can occur in a variety of places to help your audience feel connected to your business. This includes personalization within the email body, the style of language, the greeting, and even the subject line.
However, many businesses use personalization the wrong way. Using the wrong placeholder for information can cause you to disconnect with your readers. Tokens, such as using first names in the email, can be a great way to personalize the greeting of your email. However, if it isn’t embedded properly, it will make your customer feel disconnected. Using the wrong name will also cause your readers to feel that the company is not taking the time to know them personally.
Using improper language can also have a detrimental effect. When you make this personalization blunder, you are not communicating properly with your audience, and it can even make them feel alienated. Using the wrong keywords or outdated terms will also not reflect properly on your company’s image.
If you make a personalization blunder, it can cost your company significantly. Failing to personalize correctly demonstrates that your business lacks awareness and can leave customers on your mailing list feeling as though your business doesn’t care enough about their needs and desires. Your entire business might suffer if you do not personalize your emails correctly.
2. Irrelevant Information
Sending emails that contain information the audience doesn’t care about will cause readers to disengage from your marketing campaigns. It will eventually turn them off of your business completely. An easy blunder to make is sending repeated sales messages to people who have already purchased an item/service.
This is often a blunder of segmentation. When you segment your list according to their behaviour and demographics, it is important to provide information that is relevant to them. Understanding the purchase history of the list would also change the way you send email marketing campaigns. Your offers, promotions, and content should be aligned with the customers’ behaviour and demographics.
3. Not Editing Your Emails
Editing and revision of your emails is a large part of the process to ensure your business upholds a positive image.
Broken links might direct the audience to the wrong page. However, it is worse if the link doesn’t function at all. Since you only have seconds to gain your audience’s attention, a broken link would cause them to simply move on and you will not get the desired response.
Updating your “alt” tags is also important when proofing your emails. This clearly shows the reader what your images are about if they can’t see them. Leaving your alt tags unformatted however, makes your email look messy and can remove vital information for those who block images.
What other mistakes are you aware of?