Email is one of the methods used by businesses to engage with consumers. If done properly, it will result to an impressive Return-On-Investment which can benefit your business. A study conducted by the Direct Marketing Association (DMA) shows that email marketing is still going strong these days in terms of ROI, surpassing the likes of social media, direct mail, and paid search.
However, if you want to achieve that kind of ROI you have to do things right. If you feel that the performance of your own email marketing isn’t as good as you want it to be, then there must be something wrong.
So what are the most common mistakes that some businesses have done in email marketing? Let’s take a look at them down below.
- Sending Emails with No Purpose
- If you’re just sending emails just for the sake of it, or you’re just following what your boss has told you, then you’re definitely doing it wrong. That’s why a lot of consumers has clicked that unsubscribed button because they’re bombarded with different emails that they don’t even want to see. Sending too much email is bad, and sending emails without a purpose is even worse. Next time, be sure to send emails about something that your consumers actually want.
- Sending Emails Too Often
- This is a common mistake a lot of marketers has done to their subscribers. This will lead to reduced interest in the brand and a trip to the spam section of your consumer’s email. A smart approach is definitely needed if you don’t want your business to be known as a spammer.
- Having a Poor Subject Line
- Subject line is the first thing your consumer sees when they open your email. So it’s important to create an impressive and inviting subject line to persuade them to read the rest of the content. If your subject line is a basic as it gets, then chances are that your consumers won’t bother reading your email at all. Here’s a list of DON’T’S when creating a subject line:
- Including Emojis.
- Weird spelling of some words.
- Making false promises for the recipients.
- Having a faux reply.
- Badly Optimized for Mobile Viewing
- Mobile devices are dominating the market these days. A report by “Media Post” shows that 55 percent of emails are now being opened using smartphones compared to traditional computers and laptops. This is why optimizing your emails for mobile viewing is essential for your business.
- Bombarding Your Emails with Too Many Call-to-Action Buttons
- Call to action buttons are clickable links that prompt readers to click to read specific content. Based on a report by B2B email marketing, a lot of business has 2 to 5 CTA buttons on their emails. There’s nothing bad by putting such as long as you don’t overdo it. You can experiment how many CTA buttons you should place in your emails and use one that suits you. Having too much CTA buttons may result to your consumers thinking you’re too aggressive towards them which leads to losing your consumers.