Updated: Email Marketing Mistakes You Want to Avoid
Email marketing continues to be one of the main lead generators for small businesses. A couple of reasons are because of its affordability and ability to reach customers. The average person checks their email daily, with some checking as much as 20 times a day. That is a lot of opportunities for them to be interacting with your company's emails.
There is a return on investment (ROI) of $36 for every $1 spent on email marketing. That is why it is important for companies to avoid any mistakes that may cause email users to hit the unsubscribe button. Here are some common mistakes that an email marketing management company suggests small businesses should avoid at all costs.
Email marketing mistakes to avoid
Sending irrelevant emails
There is a reason why the people on your email marketing list hit that subscribe button in the first place. They either love your brand or they love your content. That is why it is important that you are only sending them relevant material. The last thing you want to do is send them an email that has nothing to do with your industry.
Companies that use a tailored email marketing strategy have a greater chance of garnering views and clicks. This strategy is based on user points of interest and touch points on the site. You can email customers about items they left in their shopping cart to re-initiate missed sales opportunities. You can even try upselling in your “thank you for shopping with us” emails, where you give them recommendations about other purchases that they might like.
Sending generic emails
If you want to drive responses through your email conversations, you have to stop sending out generic emails to customers. Segmentation is indispensable for target email marketing. For instance, if you have customers who shop with your brand at brick-and-mortar stores while others shop online, a generic email will leave them confused. It does not help if you send online shoppers emails about sales at your brick-and-mortar stores and vice versa.
As part of your email segmentation strategy, you should consider your audience's age, gender and customer loyalty. Customers who fall under the student group are likely to look for sales and discounts, while those who are working full-time could be willing to splurge in the luxury section. Similarly, if you have customers who have shopped with you only once, bombarding them with emails will probably make them unsubscribe.
Timing your emails poorly
In addition to writing engaging content, you must send your emails out at the correct time. Choosing the right time to send emails means considering the day, time and the number of emails you will send out promptly.
The best day and time to send emails depends on your specific audience. Our email marketing management company suggests you check out your analytics to determine the best times and days for you to post. A good rule of thumb is to remember that Tuesday and Thursday are the best days to post, and the best hours are between 9 and 11 a.m. during the work week.
Another factor to consider is how often your company sends emails. A common email marketing mistake is sending too many or not enough emails. Experts recommend sending emails twice a month, although that frequency can change depending on your industry.
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For more information on creating an email marketing strategy, contact us today to speak with our marketing strategy team!
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