According to a study released a few months ago, email marketing still generates better results and ROI than any other digital marketing campaign, including social media. While some online marketers tend to disagree, one thing is certain – email marketing is still an effective way to reach and connect with customers. One thing needs to be remembered though – email marketing and simply sending emails to customers are not the same thing, nor do they have the same effect. Therefore, in order to optimize your email marketing efforts, be careful to avoid these five major mistakes:
1. Sending Emails with no External Content Links. Every one of the emails you send out should include some sort of connection with your website. Whether it’s a link to your latest sale items or a really interesting blog from the month before, make sure that your email reaches beyond just the email itself. It should cause customers to further engage with your business. Otherwise, what’s the point? Make sure that your emails are worthwhile, both to you and your customers.
2. Sending Emails Too Often. The last thing you want to do is to come across as desperate to your customers. Don’t bombard them with emails every day, or even every week for that matter. Your emails should be interesting and intriguing to your customers – not something they roll their eyes at when they see it pop up into their inbox. Though you should be consistent, limit your emails to only once or twice a month.
3. Not Including Opt-Outs. Even if your recipients have no desire to opt-out of your emails, they at least appreciate the option. Make sure to always include a way for them to unsubscribe to your emails. This will enable your emails to be viewed as a courtesy, rather than a trap.
4. Including Spam Words. Make sure that your emails are not littered with spam words. In fact, even just one wrong word can ensure that your email ends up in your customers’ spam inboxes.
5. Not Including a CTA. If you want your emails to be effective, you need to offer your customers an idea of what you would like them to do next. Along with external content links, your emails should also include a call-to-action button to ensure that your customers not only know the intent of your email, but that they can easily adhere to your wishes. By making it as clear and efficient for them to continue on to a sale, the more inclined they will be to oblige.
Email is still an effective form of marketing, and a free one at that. As long as you are using it correctly, it will prove its effectiveness with your customers and overall business.