Email marketing can either be a blessing for your company, or a curse. You can either utilize it to grow your company through more connections and repeat business, or blunder your approach to it, which can result in a loss of customers.
There are things that you can do right in email marketing, but there are many things you can do wrong. Chances are, you might not even know you're doing the wrong thing with your approach to emails.
With everything, there are do's and don'ts, and today we're going to talk about a few of the "don'ts" of email marketing, and what you can do to avoid these easy-to-fix mistakes.
Your subject line is your gateway tool to get customers to open your email. It's the first thing they see when they receive your email in their inbox.
If your subject lines aren't attention-grabbing and interesting, no one is going to open your email.
Avoid using boring subject lines like "Exclusive offer" or "Don't Miss Out!" Every business on planet Earth is using phrases like this to try to get people to buy from them. Think outside of the box with your subject lines.
Spice up your sales-y subject lines, and make them more intriguing. Give them a little hint of what you're offering; something that makes them want to open your email over your competitors.
Example: "A deal that all your friends are talking about..." or "Want to score a sweet offer? Of course you do"
How is the content of your email? Is it like everyone else's email content, or are you actively striving to make it different?
People are bombarded with tons of emails each day. If they're like me, they probably briefly glance at the email, and immediately delete it if there's nothing that catches their eye.
You need to make your emails flashy, eye-catching, and worthwhile for your customers.
Why would they look at your email if you have nothing good to offer them? Why should they buy what you're selling if there competitor has the same product, but for a better price?
Incorporate eye-catching images into your email, and maybe even gifs (if you know how to do them) to get people to pay attention! Just be careful when it comes to your text-to-image ratio. If there's too much imagery and not enough text, your email could be flagged for spam by most email hosting providers.
Most experts agree that a 60/40, or even 80/20, ratio of text-to-images is a good rule to follow to avoid landing in the spam folder.
Are you linking out to any other pages whenever you send your emails? Do you have a good CTA, or call-to-action, prompt included in all of your emails?
If you aren't linking out to the proper landing pages, then what is the real purpose of your email?
Linking out to relevant landing pages not only guides your customers to the places that you want them to go, it also boosts your web traffic to your website and certain pages of your website.
Higher conversion rates on your website can be a direct result of including proper landing page links in your emails. Making it easier for customers to work their way through the buying cycle almost always results in a higher conversion rate.
Your emails should be linking out to relevant landing pages, such as Specials pages, Sign Up pages, blog posts, etc. You should also be including links to your social media pages, so people have an easy way of finding you online and connecting with you.
Email marketing is a fantastic way to grow your business. Remember to avoid these common mistakes when it comes to constructing your own plan for email marketing.
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Contributor Caleb Hennington is a 25-year-old writer, who manages the Atwill Media and FGmarket blogs. He graduated from Arkansas State University in 2014 with a bachelor's degree in journalism.
When not writing, Caleb enjoys camping, running, collecting comic books, and binge-watching shows on Netflix.