Most businesses and organizations in Greece have understood the benefits of Email Marketing and apply it either to increase their sales or to add extra value and readability to their brand. The success of this tool depends on many factors, which, if not met, will lead to negative results with the corresponding impact on the business. What are the most common mistakes in Email Marketing and how can you fix them?
We have previously mentioned possible mistakes you can when using such a powerful and effective tool as Email Marketing. After many strategy reviews and discussions with our customers, we’ve come to return to the issue . So let’s look at the most common mistakes we’ve detected, starting today with email strategy.
1. You do not send regular and scheduled email
This means practically that it can:
I. Make shipments whenever you remember or want .
II. Do shipments at intermittent intervals , e.g. one mission in one month and then 3 missions the next coke.
III. Make shipments on different days each week or month , e.g. one week on Monday and the next Thursday.
IV. You are sending an email – usually the first email after you subscribe to a new subscriber on your list – and then you do not send or send the next email after a long time .
The above cases show first of all a lack of strategy, organization and planning. Shows a business or organization that does not get serious about communicating with their audience . (And) your email reflects the degree of seriousness and the professionalism of your business outward. Do not make the mistake of believing that your subscribers are unaware of this .
But they also show something else, perhaps more important: lack of respect and consistency towards your subscribers . Ask yourself: What does a user expect when he enters your email list? Receive your email at regular intervals. Perhaps he will have been informed by you about the frequency of missions he will receive (daily, weekly, monthly) when signing up or with the first welcome email. What happens if it does not receive your email at the time you set it up? He will lose interest in you and may not even open your email. The appearance of your email in Subscribers’ Inbox is like a scheduled appointment: if this does not appear when it is needed, it will be deleted or replaced with another .
The same – and worse – will happen if you specify, for example, that you will be sending weekly but nevertheless you send it daily. Then your email will be deleted and likely end up in the spam folder , putting your status as a trusted sender and your business image at risk.
Finally, remember that the user by signing up to your list already shows interest and preference for your products or services. If you contact him after a long time or not at all, it’s unavoidable not only to forget and delete you from your list but also turn to your competitors .
For these reasons, you need to be consistent across your strategy and subscribers . When you say for example that your subscriber will receive your newsletter every week, send them every week. If you have set a specific shipping day, stay true to it. If you change the sending rate again, notify your subscribers in advance.
2. You do not group your email list
The era of the motto “an email list for all campaigns” has gone unresolved. Today, anyone who does not apply the method grouping its email list has a clear disadvantage over its competitors. However, one of the most common mistakes is just that, not separating the email list into groups. This results in the same email being sent to all subscribers, regardless of their profile. Your subscribers are not all the same . For example, those who do not open your emails or open them up rarely, those who are years with you and recent ones, those who are your customers and those who are potential. If you send the same emails to everyone, you do not consider their needs but only your personal benefit .
Instead, your mission goals should also be consistent with the characteristics and behavior of your subscribers , so 3. You are not evaluating the results of your missions
Many have the impression that Email Marketing is ending by pressing the “send” button for each email campaign. In fact, they have reached halfway. The other half includes the analysis and evaluation of missions and campaigns.
Why is this assessment necessary?
I. Indicates whether your actions were successful or not and to what extent . mission statistics ( for example, the Open Rate, Click-Through Rate and so is very important to know the response of your subscribers to your emails. when and how many emails have been opened and how many, how many times have your emails read, and so on.
II. You can recognize your needs and interests and make relevant changes . Seeing e.g. which links your subscribers clicked, or if they forwarded your email to others, you can see if and what your email content is appealing to readers. This helps you to tailor both your strategy and the content of your future email and website depending on your audience’s response.
III. Helps keep your list up-to-date , also taking into account possible deletions and number of unsolicited emails.
4. You are not testing
This is one of the most common mistakes made by email marketing. Writing and properly setting up an email, either a promotional or a newsletter, are in themselves great challenges. But no one created the most successful email for the first time. Try and experiment with both the days of sending your email and the content of your email, title, images, texts and Call to Actions . The recipe for success requires you to do a lot of testing to improve the experience you offer to your subscribers and the effectiveness of your email marketing activities.
These were the most common mistakes they encountered in terms of strategy and approach to Email Marketing. In our next article, we will deal with the most common mistakes in the construction and content of email. Stay tuned!
Dimitris Kroggos is SEA consultant, certified Google AdWords Expert.