Email is probably one of the best online marketing tools there is, because of the high ROI it brings, and also the fact that it is yours and you’re in control of what happens there.
Email marketing can be used to:
✔ Distribute relevant content
✔ Contact customers
✔ Deliver company news
✔ Promote a discount or a sale
✔ Introduce a new product or service
✔ Update customers on industry trends
✔ And so much more
Despite how important and useful email marketing is, most business owners make mistakes that probably cost them a lot.
Here are 6 email marketing mistakes you make as a business owner and how you can overcome them;
1. Sending Unprofessional Messages
One big mistake you can make when sending out emails is sounding unprofessional. You must always bear in mind that you are a professional, an expert even, and you should sound like one.
So as much as possible, avoid using slangs, short forms, or sounding like the message is just a joke. As much as you want to sound human, you should appear professional in what you do.
2. Sending emails that lack personalization
Sending emails that sound like it comes from a bot is also a big no-no. You should sound professional but not distant.
You ought to make anyone reading your email feel like you understand them and that you genuinely care about them, and not that you just want to sell to them.
3. Not Segmenting Subscriber Lists
If you have one long master email list where every subscriber receives the same content at the same time, you’re doing it wrong. This is a huge mistake.
You have to segment your subscribers based on maybe, Age, Location, Gender etc. This is because they may not all relate to the same message, and you may also have different product offerings for them.
4. Sending too many or too few emails
Remember when they tell you ‘too much of everything is bad?’ Well in this case, both too much and too little is bad. Why? Because you don’t want to bombard your subscribers with too much at once, and you don’t also want them to feel you are unserious, or to simply forget you, because you sent too few.
Find a balance. Plan your emails based on how you think your target audience will be more receptive to it and follow that schedule.
5. Only sending discounts and promos
This is wrong. Maybe you do it because you think that’s the only thing your subscribers are interested in, but it’s wrong.
Give them information. Teach them. Let them in on the process, let them know that they are important to you. This is even a faster way to make them buy than just telling them about discounts and promos.
6. Failing to include a call to action
This is definitely a big mistake. Your message should not just end on an open-ended note. Tell them what you want them to do.
Always include a call to action. Whether you want them to reply to the email or to check out a product, include that in the message. It will prompt most of your subscribers to do what you want, then leave them guessing.