Email Marketing Mistakes: What to Avoid in Your E-Blasts

April 1, 2020

In the digital age, inbound marketing tactics have really taken over. But that doesn’t mean that outbound marketing is outdated. Cold calling has been replaced by email marketing — and when this technique is used correctly, your business can continue to reach both new and established customers.

However, not every organization has mastered the finer points of sending out emails to their subscribers. This process is a lot more complicated than learning how to press “send.” To ensure your email blasts are producing their intended results, it’s often best to consult with an email marketing agency. But if you haven’t yet decided to work with a digital marketing agency or you’re handling subscriber emails in-house, you might want to start by avoiding these major mistakes.

Forgetting About Welcome Emails

Once a subscriber signs up to be part of your email list, you have an obligation to welcome them right away. If you don’t have a way to automatically send out an email when this occurs, you’re dropping the ball. Don’t wait to send them an email until your next newsletter or scheduled blast. Take the opportunity to welcome them to the club in a way that’s different from what your other subscribers receive on a regular basis. These welcome emails actually have the highest open rates of any email category, so take advantage of this while you’re still fresh in their mind.

Sending Too Many Emails

In 2019, there were an estimated 4,083,105,000 internet users worldwide. The vast majority of those internet users receive more emails than they ever care to read. If you’re inundating your email subscribers with messages on a daily basis (or even more frequently), you’re undoubtedly going to drive people away. They’ll hit the “unsubscribe” button quickly if they feel overwhelmed by the number of communications or if they feel your e-blasts are invasive in some way. Instead of being grateful for the deals you provide, they’ll come to view your messages as spam — and they’ll mark them as such. Aim to schedule weekly promotions or emails, rather than bombarding your subscribers with as many messages as possible. This will make sure they’re happy when they receive an email from you in their inbox.

Having a Lack of Personalization

It’s not enough to send out a mass email and call it a day. Subscribers and customers want to feel like you care about their experience. If you don’t even take the time to fill in their first name, they’re going to assume that you don’t put much effort into other areas of your business. Keep in mind that personalization can have a huge impact on results. According to HubSpot, personalized emails have a 26% higher open rate and a 14% higher click-through rate than non-personalized emails. Failing to include this small feature can mean lowered conversions for your business.

Doing Everything Yourself

Not every organization decides to work with an email marketing service. But if you’re already feeling overwhelmed by the marketing needs of your business or you simply don’t know where to start with your subscriber email list, it’ll be to your benefit to hire the professionals. When you have expert help with your email marketing, you’ll be doing more than sending messages out into the void; you’ll be able to ensure your strategy is streamlined and that your end results will improve through every marketing channel. Instead of wasting time on the DIY route, work with an internet marketing service in Phoenix that can make your email blasts far more effective.

The digital marketing landscape is always evolving. We’re here to guide you and provide a viable strategy for your business’s success. For more information on how we can help with your email marketing, PPC advertising, social media marketing, SEO, or website design and development, please contact us today.

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