Email marketing is one of the most important marketing channels because it is very cost-effective and, with the right approach, a successful tool for building trust, enhancing brand reputation, and gradually turning readers into buyers. You will only succeed if you avoid the 7 most common mistakes.
1. You don't collect contacts
The average person returns to a site 7 times before deciding to make a purchase. To ensure they don't forget about you in the process from interest to purchase, it's important to keep in touch with them. Place a simple sign-up form or pop-up window in a visible spot on your website. In exchange for their contact, always offer a free e-book or some benefit.
2. Your contacts are not of quality
The foundation of good email marketing is good contacts. Do not buy email databases that have nothing to do with your business or participate in contests that do not address your target audience. The best email addresses are those of people who are already satisfied with your products/services, so don't forget to nurture relationships with them – it's easier to retain a customer than to acquire a new one.
3. Emails contain too many distracting elements
Your email should look like an email you send to a friend – short, concise, and without images or other distracting additions that take away attention. Images, backgrounds, logos, and other elements also increase the likelihood that your email will end up in spam. The only thing you must not omit is the option to unsubscribe from the newsletter.
4. You send newsletters too infrequently
If someone has subscribed to your newsletter, they are interested in this area. Immediately upon signing up, send them a welcome email and then one each day for the next two days, so they don't forget about you. If you send emails to your database too infrequently, no one will read them, and your efforts will be in vain.
5. The content is boring
To spark interest in your readers, the content must be engaging. Email is not just a sales channel but also a channel where you educate and entertain your readers. Only in this way will you succeed in retaining them and eventually turning them into buyers. The ratio between sales, educational, and entertaining content must be proportional.
6. Links don't work
The content of the email must match the content on the landing page, as it serves as reinforcement for the claim that led readers to click on the link. Before each sending, check whether the links are correct and, of course, ensure that the reader is not disappointed after clicking the link with good content.
7. You forget to test
There is no best time or best subject line that will ensure readers open, read, and make a purchase from your email. Most sending tools offer the option to test subject lines, so always take advantage of it. Also, test the days of the week, the time of sending, the recipient, and the email from which it is sent.
Author: Ana Hotko from the online store Malinca.si
