Oddly enough, email marketing is still alive more than ever. But unfortunately, the fact that many companies or bloggers annoy their subscribers with the massive sending of emails, among other harmful practices, has caused many to confuse emailing with spam.
So that this does not happen to you and your campaigns are a real success, I have thought that it may be interesting to show you some of the most common email marketing mistakes that bloggers and marketers are making.
- Email Marketing Mistakes that you should avoid
- Buy databases
- Not doing a correct segmentation.
- Send too many emails to the same person.
- Send impersonal messages
- Do not fill in the footer of the email.
- Do not take a test.
- Use email marketing only to sell
- Maintain an irregular sending frequency
- Don’t measure your actions.
Email Marketing Mistakes that you should avoid
To think that email marketing is only for large companies
We used to receive emails from large companies or from which we have purchased a product or have subscribed to their newsletter.
And, of course, the same thing happens with great bloggers.
These companies and bloggers know the great potential of getting subscribers and pay great attention to generating leads (getting a name, an email, etc.).
This causes many people to misinterpret that email marketing is only effective for those big companies and bloggers.
And it happens that many SMEs and freelancers do not spend time working to capture those leads.
This is a very common mistake, and many regret not having started working their list of subscribers from the first day.
If you ask many well-known bloggers, they will tell you that they regret not having captured emails from the first day.
Don’t let this happen to you.
Still today, there are many companies (bloggers, fortunately not so many) that buy databases to which they then send their emails in the hope of achieving a sale.
Aside from being quite counterproductive to a company’s credibility or a blogger, this type of action is against the Law on Protection of Personal Data.
If you carry out this practice, you will not only be wasting your time -because you will not achieve any sales.
And if you achieve any, it will be rebounding- but also, you will be exposing yourself to a possible complaint and a sanction that can reach 600,000 dollars.
Not doing a correct segmentation.
Segmentation is one of the keys to the success of an email marketing campaign.
It is useless that all your emails are addressed to the same people because they have different interests.
Have you ever thought about asking your subscribers how often they want to receive your newsletter?
This is a way of segmenting that very few uses but that I think is very interesting. It’s about giving your subscribers exactly what they want.
Another very common question is to ask what topic within your blog they like best.
All email marketing providers have different systems to segment your list, either by creating several groups of subscribers through tags or by opening a specific type of email.
Take advantage of the segmentation, and you will see how your opening and click ratios increase.
Send too many emails to the same person.
This point can be considered a continuation of the previous one.
Not long ago, I was talking to a friend about this topic. It is incredible to see how even large companies and bloggers send you an excessive amount of emails.
Even talking about the same thing.
I understand that you will send another email to a person who will have an email about a product but does not buy it.
But from the user’s point of view, it can become loading if they keep sending you more about the same after this second email.
Never abuse the sending of emails. Not by sending more, you will have better results. Shipments have to be few but very effective.
Always think about the people who receive those emails. Put yourself in their place. If you were the one who receives dozens of emails from the same company or blogger, what would you do? Well, that is what they are going to do with you.
Send impersonal messages
Are you one of those who fill out your emails’ subject with phrases such as “this week’s newsletter” or “articles this week/month”?
I’m going to tell you something.
This is a fairly common mistake. Like articles, emails have to be personal. Talk about “you” and not “you” or “you.” Create that relationship of trust.
And, of course, the subject of your emails should generate attraction. Your subscribers have to feel like opening your emails.
You have to convince them that among the hundreds of emails they have in their email, yours is the best or the one that will solve a problem for them (segmentation comes into play again).
Do not fill in the footer of the email.
An email consists of the header, the body of the message, and the footer. Why waste the final part of your emails?
It is a fairly common email marketing mistake to receive emails that do not have a footer when it is quite a helpful space.
In the footer of your emails, you can put calls to action, and you can also use it to place links to your social networks.
Another very important thing is the area where you should put a message of the type “you are receiving this email because you have subscribed to (the name of your blog/company)”.
After a while, many people forget that they have subscribed to your list, and this message will help them remember it.
Likewise, you also have to give your subscribers the option to be removed from your list whenever they want. This point is mandatory.
This conveys confidence and transparency. If you do things well, you will delete very few subscribers, but you always have to give them that possibility anyway.
Do not take a test.
Another common mistake that even great bloggers make is not to send a test email to their email to see that everything is displayed correctly and that all the links work.
A few times, they have sent me an email program with a broken link, and within half an hour, they have had to send another email correcting that link (with the losses in clicks and sales that this causes).
In most email marketing platforms, you will find the option to see a «Preview» of the email and also the opportunity to make a test email.
Don’t try to save yourself a minute by skipping the trial shipment. Make sure everything works as it should. If not, then you will have to fix it, and the results will be worse.
Use email marketing only to sell
It is correct to think that email marketing is an excellent tool for selling a product or service, but it is a great mistake to use your emails only to sell.
When you send an email to one of your subscribers, you have to build trust and credibility.
And for this, you have to add value to each of your emails. Even if that value is inside an article, you should write to it as if it were a friend or acquaintance where what you tell it will be helpful.
Using your emails only to sell is the best way to lose credibility. You will end up boring your subscribers, and your dropout rate will increase exponentially.
In short, try to sell yes, but not in every one of your emails.
Maintain an irregular sending frequency
It is challenging to retain an audience if you weirdly send your emails. If you are one of the people who, like me, sends an email a week with one or more blog entries, select a specific day and time and always send your emails that same day and at the same time.
Of course, after a few weeks, you can change the day and time if you see that your campaigns do not take effect but what you should never do is send your emails one day if and another not, one day at 9 in the morning and another at 8 in the afternoon, one week send four emails and the next none …
That is the worst thing you can do since your subscribers will never know when to receive your emails, and you will not retain them.
A few days ago, a subscriber told me that my email had reached the spam folder. Do you know why he noticed?
Because I always send my emails on Monday morning, he was surprised and looked in his spam folder when he saw that I had not received it.
If I sent my emails irregularly, I could never have realized this.
Don’t measure your actions.
In email marketing, almost all actions are perfectly measurable, and it will depend a lot on the email marketing company you use.
You can know which people open your emails, from what type of devices they do it, which of them once in the email click on your links if they click on your calls to action or the buttons for sharing on social networks …
But without a doubt, the minimum statistics that you should control are:
- Opening rate
- Clicks on your email links
- Number of unsubscribes from your list of subscribers
Having the possibility of measuring the results of your campaigns would be foolish not to.
Only by measuring your results will you detect those aspects that can be improved and enhance what you are doing well, and it works for you.
Don’t hurry with this point, and spend as much time as you can measuring your actions.
To finish, I can only tell you that email marketing is one of the essential tools for the future of any entrepreneur/business. That is why I want to encourage you to take your email marketing campaigns seriously.
If you spend time preparing your campaigns and avoid making these email marketing mistakes that I have described, I am convinced that your shipments will succeed.
Do you make any of these mistakes when you run an email marketing campaign?
What actions do you take to make your campaigns successful?