Thursday, 9 July 2009
Common Email Marketing Mistakes
Labels:
advice
,
delivery
,
email marketing
,
first steps
,
learning
,
mistakes
,
spam
Email
marketing is the most common and cost-effective way companies use to
promote their products and services. However some companies don’t
realise that sending newsletters or email publications is simply not
enough. In order to achieve a high success rate, you have to have the
right tools, strategy and marketing reports to go with your simple
email.
Unfortunately, some companies still commit these five common email marketing mistakes:
Unsolicited Email
Nothing
annoys people more than getting newsletters or advertisement emails
without their permission. Make sure that you use an email service that
allows you to have a double opt in for new subscribers. In this way, you
avoid miscommunication with subscribers.
Weak Subject Line
As
we very well know, first impressions last. So it is crucial to have a
solid subject title in order to encourage recipients to open and read
your whole email. This is where good marketing background comes in
handy. It’s like creating a tagline for your new advertisement; it
should be good enough to have an impact to the audience and encourage
them to listen to everything you have to say. This does not mean the use
of full capital letters, this, although more noticable in the inbox
will actually reduce the chances of it ever reaching the recipient's
inbox as it will potentially be identified as spam
Overly Showy Newsletter
While
HTML email marketing brings life and color to your newsletter, it can
also distract readers if not creatively and neatly done. Make sure to
keep your design at a minimum level. A header graphic, bold headings and
sub-headings, a sidebar with a few graphics is ok, but 100% images is
overkill.
Ignoring the essence of Time
“…Sometimes,
right thing at the wrong time is the wrong thing” an author once said.
This especially holds true in the world of email marketing. Some people
think that the more newsletters you send the more chances of getting the
attention of the prospective client. But with bulk email marketing,
most of the time, the opposite happens since people usually get annoyed
at receiving advertisement on a daily basis.
Your
ultimate goal is to give your customers the right message, and this
means giving it to them when they have the time to read and understand
your message.
If
you feel you have something interesting to say to your subscribers on a
daily basis then offer them the option to subscribe to the frequency of
mailing that they prefer - daily, weekly, bi-weekly or just monthly
Quality over Quantity
People
subscribe to newsletter and other email publications to get viable
information on things that are relevant to them and of great use.
Therefore, it is important to provide up-to-date, unique information
that entices them to read your emails.
It’s
okay to commit mistakes as long as you realise it soon enough to
correct them. Like anything else in life, practice makes perfect. So as
long as you stick to your goals, you will be able to create a good email
marketing campaign.
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