Of all the communications technologies available today, email marketing has been around for a pretty long time and we are all quite used to it by now. However, some people still make some fundamental mistakes with email marketing, which can end up doing more harm than good for them. Let’s take a look at some of the most common mistakes still being made and why they are out of place in the current landscape.
Purchasing Email Lists
Buying databases and email lists is just setting yourself up for failure. The list is for sale. Have you thought about how many other people might have bought it? How interested do you think those prospects are likely to be in your products or service now?
An email list is only useful to you if it is made up of real potential leads. If it is not, there is too much risk involved.
Taking The Mass Approach
Sending a highly generalized message out to everyone (how many contacts were on that database you bought) without any kind of filtering or customization is not likely to get you very far. Each of your buyer personas will be motivated by something different to buy, and you’ll need a different voice or approach to address each of them, if you want a response.
If you want responses, you need to be targeted and you need to get personal. And the first step to doing that is using people’s names:
Not rocket science, but always a good reminder! Use the intended recipient’s name while asking them for a favor, or do not expect them to reply back. The people you are writing to are busy just like you, and their to-do lists are already filled with tasks to accomplish. You better make your request sounds important, and that starts with using their name.
Arm Wrestling Your Subscribers And Not Letting Go
Sure, no one wants to see people unsubscribe and their database get smaller, but making it virtually impossible for someone to leave your mailing list is also not advisable. Someone who is not really interested in your products and services is just a waste of time and space in your database. It is more useful to have a small, loyal and active database than a large group of people that can’t stand your updates.
Subject Lines That Are Obvious Attempts At Selling
If you shout at your reader with an instruction to buy in the subject you will probably put the person off buying altogether. Words you should avoid include buy now, free and mentioning any percentage off. These are the kinds of words that are likely to get your email trapped by a spam filter.
Going Overboard With Images
While images are important to illustrate what you communicate and develop a visual brand, they too should be used in moderation. Hubspot explains why:
Balance of live text along with those beautiful images. If the images you put all that effort into creating don’t even load when the person opens your email, you could lose them in an instant if they can’t quickly figure out what the point of your email is. Be sure to feature some intriguing and call-to-action live text to urge them to click to download those images.
Basically, your pictures should illustrate what your text is saying, not lead the communication. And while graphics are important, they cannot be relied on to deliver your message. The words you use convey your message most effectively and these should be the focal point of the email. Remember also that a lot of servers and email clients block images so the most important elements are the words you use.