There is no doubt that email marketing continues to play a significant role in establishing relationships and outcomes.
It provides a great opportunity for companies because it directly addresses the audience. But for this, it is possible to achieve maximum results of the work; it is necessary to approach the creation of campaigns thoroughly. In this blog, I will share several important solutions to avoid mistakes in your email marketing campaign and bring you tangible results.
8 Common Email Marketing Mistakes and Solutions
Below are the most often seen email marketing blunders and how you can avoid them to improve your email marketing campaign.
1. Neglecting the Welcome Email
In as much as new subscribers are expected to take some time to check out all the added value that the company has to offer, they also expect the company to welcome them as soon as they have signed up. If you do not send a welcome email, then you are missing out on one of the most important first impressions. The customers can be left with a feeling that their subscription was not noticed, and then they can leave immediately. This mistake can greatly decrease the chances of your subscribers reading future emails or interacting with your brand.
How to avoid this mistake:
It is mandatory to send out a good welcome email. This is the perfect chance to present you and your company, to express your gratitude to the subscriber, and to state the further messages policy. Another way to increase subscribers’ engagement is to tailor the welcome message to the way the subscriber has joined your list.
2. Unclear or Cut-Off Subject Lines
Subject lines are the ‘’doorway’’ to your emails, and poor or vague subject line makes one lose opens. If the subject line is extended or short due to the recipient’s device, then the long subject line may mislead the recipients, or the short one will not convey the importance of the email. If the subject line is not compelling enough to draw a response in the first few words, then the email is doomed to the delete button or junk folder.
How to avoid this mistake:
You should check a preview of your emails on different devices to make sure the subject line is fine. It should be short, interesting, and connected with the content of the sent e-mail. Ideally, the message should be short enough that the subject line isn’t cut off on mobile but long enough to be intriguing.
3. Overlooking Email Design
If your email does not have a good layout, then it will definitely have a negative impact on the reputation of your brand. This is important because if the layout of the newsletter is difficult to read, too congested, or does not look professional, this will chase away the subscribers. Some marketers fail to consider new email templates, or they simply disregard the fact that responsive design is not very friendly on the mobile screen. The appearance of an email can also be a problem as a bad looking template can lead to subscribers losing their interest and following the ‘unsubscribe’ link.
How to avoid this mistake:
Choose a clean, professional, and bright design that will correspond to your brand image. Always choose the right templates to avoid a situation where the emails developed are not compatible with small-screen devices. Even if you have the world’s most effective copy, all is lost if your design is unappealing.
4. Failing to Optimize the Call-to-Action (CTA)
Your call to action is, in my opinion, the most crucial element of your email since it guides the reader on the action you want them to take. A weak or hard-to-find CTA can also imply lost sales. As such, it is important that a CTA is clearly visible on a webpage. Unfortunately, a lot of marketers fail to make their CTA precise; they use non-descriptive verbs or bury it in the main body of the email, which makes the open rate low. It can be quite irritating to the recipient more so when he/she is not sure of what action he/she is supposed to take.
How to avoid this mistake:
Make sure that the CTAs are clean, visible, and have an active call to action. Ideally, CTAs are unique and readable by the recipient of the message. As with any element on a page, experimenting with CTA button location is a way to determine the best location for the button.
5. Ignoring List Segmentation
There is no better way to demotivate your audience than having one and the same email sent to all the members of your list. Subscribers are always distinct in their tendencies and preferences. This means that when using a list for newsletters, segmentation is not employed, and one does not leverage the various interests within the list, meaning that wrong content gets to be delivered. This results in lower open rates and, consequently, higher rates of people unsubscribing.
How to avoid this mistake:
Divide your email list according to a set of parameters, for instance, geographical location, previous purchases, or interests. With the help of a segmented list, you can deliver highly targeted and, therefore, highly personalized content, which in turn increases open rates as well as conversions.
6. Overusing Automation
First, automation brings an extraordinary boost in productivity, but using it too often dehumanizes your emails. Most marketers program their emails down to greetings, subject lines, and even replies, which makes it hard to have an interpersonal relationship with the subscribers. Promotional messages to the subscriber may also, at times, appear to be overused and, therefore, may convey less value, which is possibly the reason why they are more automated in nature.
How to avoid this mistake:
Integrate the automated features of the site with more individual components. Email automation should be used, but with the human touch incorporated aspects such as using the name of the recipient and inserting content relevant to prior communications with your business.
7. Skipping A/B Testing
If you’re not testing your emails, you are really making a shot in the dark regarding the approaches your audience will appreciate the most. Most marketers don’t do A/B testing because they believe they have the best ideas or they are short on time. This is a critical mistake. If you do not test, you lose precious information that can be used to optimize open rates, click-through rates, and conversions.
How to avoid this mistake:
Use the A/B testing approach in your email marketing approaches with regard to elements such as email subject lines, email content styles, or CTAs. The more testing is done the more a person understands what appeals to the audience and what does not.
Why Mailrelay Is the Right Choice for Email Marketing
But when it comes to sidestepping these common email marketing errors, the tool takes the cake. Mailrelay was rated very high for marketers. Here’s why:
- Largest free account: Enjoy advanced tools and functionalities without paying a dime.
- Advanced editor and API support: The use of natural language processing tools ensures the easy creation of professional emails.
- Proven reliability: It is an experienced tool for email marketing, as it has been in the market since the early 2000s.
- Expert support: Get 100% professional help, including with a free account.
- High deliverability: Send great campaigns that get to the targeted people.
That is why choosing a platform such as Mailrelay, you will be able to avoid these and a number of other mistakes in the process of email marketing.
Conclusion
Email marketing is a highly effective strategy for businesses today; however, there are specific pitfalls that must be avoided to reach success. That means that your campaigns can be enhanced by choosing the right subject lines to enhance the CTAs and using tools such as Mailrelay. With these strategies, you will ensure you retain your subscribers and, at the same time, experience a positive impact.