5 Mistakes Businesses Make in Email Marketing Campaigns

5 Mistakes Businesses Make in Email Marketing Campaigns

Jeanne Moore

We know that all the excitement and focus these days is on social media. But consider this fact: ROI is approximately $40 for every $1 spent on email marketing. That alone is proof that email marketing campaigns still work! How are they working for your business? If you’re not completely satisfied with your email marketing results, read on.

Think about how your email inbox(es) exploded over Thanksgiving, Black Friday, and Cyber Monday. Did you click through to any of the sales? Did you make purchases? Is your UPS man wishing your driveway was not so steep? (mine sure is!) If you viewed a lot of marketing emails, think about what you liked and what you didn’t like. With those things in mind, let’s examine some of the top 5 mistakes we encounter in email marketing campaigns.

1. A boring headline

It is absolutely crucial to make the most of your subject line. When your customers are scanning their email inboxes, you want your headline to get their attention immediately. Obviously, crafting an attention-getting headline will require thoughtfulness and creativity. One of the most intriguing subjects on a marketing email that landed in my inbox recently was simply: “ $10 “. That title got my attention even before I noticed who it came from. Even if I didn’t need anything from that company at the moment, I was interested enough to open that email.

2. Poorly written content

It is a huge mistake to think your customers won’t notice a few typos, misspellings, or grammatical errors. For many of us, those are a huge turn-off. I’m much less likely to want to do business with a group that doesn’t care enough to send me great content. Similarly, if your content is flat and has the wrong tone, this too will cost you customers. If you don’t have the time to craft great content, it may be time to contract with an experienced digital marketing firm like Morris Marketing.

3. Too generic

Customers like to feel special. We all do. If an email is completely generic, your customer is less likely to click through. Create different email campaigns based on customer behavior and past purchases. You want your customer to think this special offer was selected just for them.

5. Poor responsive design

You may know you’ve got great content, great images that represent your brand well, and a great offer, but if the layout collapses on a small screen, like an iPhone, then you’ve lost your customer’s attention again. A well-designed marketing email will look great on all types and sizes of screens. Before sending out your email blast, test it by sending it to several employees and friends. Have them open the email on a variety of devices, browsers, and email applications. Make sure all the features reconfigure well. For more information about responsive design, see my blog.

5. Improper timing/frequency

I’m sorry to be the one to tell you this, but not very many of your customers want to hear from you 2 or 3 times per day. How quickly can you say “unsubscribe?” It’s so important to achieve a balance. The goal is to send out just enough attractive, helpful emails to keep your business in your customers’ minds and encourage more sales. Also, the time of day your email lands in the inboxes is crucial. Many businesses make the mistake of sending everything out first thing in the morning. The fact is, for customers making personal (not business-related) purchases, the magic hour is around 8 pm. Email open rates and click-throughs are highest between the hours of 8 and 11 pm.

If your business lacks the time and staff to execute effective email marketing campaigns and avoid these common mistakes, it may be time to contract with a digital marketing firm like Morris Marketing. Call us for a free evaluation at 919-424-8314.

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