Email marketing has been positioned for many years as one of the most effective digital marketing strategies to build customer loyalty and has become a foundational pillar in the success of any business. Yes, when executed properly, without making mistakes, and focused on achieving goals.
Regardless of whether the company that uses email marketing has a physical location or is an online store, the results of a well-used strategy can be extremely favorable, or otherwise, when ineffective strategies are applied. The results can be very discouraging, both for the construction of the brand and for attracting customers.
There are a series of errors that, far from bringing you closer to the goal, can lead you to a precipice that puts you on the brink of a limited situation and shakes the position of the business.
Whether you are developing an email marketing strategy as a professional in the area or you are an individual who wants to do this on your own, you need to avoid making the mistakes we mention below.
The errors that we detail will help you to transmit the right message to the public. In this article, you will find common mistakes made when trying to sell email marketing.
Choosing the wrong audience in your email strategy
The first common mistake is that choosing the right target audience is essential to achieving the success of any email marketing strategy. The mistakes that can be made in this regard are due to several reasons:
When you buy an email database with hundreds or thousands of emails, you are setting yourself up for failure. If you send emails just to send, without segmenting the public, you run the risk that the message will not reach the right people and, therefore, you will not achieve the expected conversion.
The email database for your email marketing campaign must be built by yourself, with people who are interested in what your brand offers them. Do not be tempted to invest in an email database, because at this point, quality is much better than quantity.
To achieve a good database, you must promote the subscription to your website and make use of lists based on objectives so that people voluntarily give you their data, interested in the valuable content that you can deliver to them.
send emails to people who do not expect to receive them. Generally, when this happens, it is a consequence of having bought an email database indiscriminately.
This is not only an illegal practice, but it is also a waste of money. Efforts to send an email to someone you don’t want are a waste of effort and money.
It is the first thing you should do when you are designing your email marketing campaign to know to whom you are going to direct your emails. You must know who you are going to write to know what and how to write.
Not choosing the right email marketing provider.
Another common mistake you are doing is not choosing the right email marketing provider. When choosing the email marketing to provide you must think about How large is your email list? and what is your budget?
When it comes to email marketing providers, there are more options available in the market. Each provider has its own advantages and disadvantages. So it is important to choose a provider that matches your needs.
Some key features of email marketing providers include:
- A/B Testing.
- Push Notification.
- Customer Support.
- Easy to use.
Consider the above key features while choosing the best email marketing provider and avoid making common mistakes.
Some of the best email marketing providers to avoid mistakes:
Above are the best and most popular email marketing providers, so you can consider these providers for your benefit.
Do not personalize the message.
This is another recurring error when trying to sell via email marketing. If you do not personalize your email, it will be difficult for you to establish a closer relationship with subscribers. Since they may take your email as something uninteresting since it is not reflected in the body of the email.
The personalization of the mail should have three aspects:
Making the greeting with the personal name is a common way to be close without the use of the last name.
Use treatment in the first person if it is a single person or in the third person when the mail is addressed to a company.
Recall data as the history of purchases you have made (example: remembering that they bought you a pair of slippers).
This makes the person feel valued and appreciated; they see and know that the message has been written especially for them and not as a generic text that is sent to everyone in an indiscriminate way. In addition to making a difference in the competition,
Do not offer valuable content or give added value.
People today place a high value on content, especially if it can be obtained for free.
Content is king, but it is also power. And if you give your subscribers quality content for free, you will make them loyal to your brand. Also, remember that one way to achieve this value is to get to know your customers through automation.
If you have a business related to clothing sales, for example, you can offer free content (ebooks, guides) related to the use of the products you sell. In the same way, if what you offer are services, offer the public the possibility of accessing them. Free content related to your service makes people want to know more about you.
Giving free content adds value to what you offer to the public, and this will always be highly valued by subscribers.
If you want your email marketing campaigns to work and increase conversions, you need to target the right audience in the right way and offer them eye-catching content.
As you know, email marketing is an essential factor when selling products. Remember these common mistakes when you are trying to sell a product through email marketing. Keep in mind some tips and tricks while doing the next email campaign and move your business to the next level.
You can also refer to our article: 6 email marketing mistakes that you should correct now
I hope you like these common mistakes and try to avoid them in email marketing. If you have any questions, feel free to comment below.