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Email Marketing Mistakes: 5 Crucial Mistakes to Avoid in 2020

Blog | Email Marketing | September 23, 2019

Companies today realize the importance of having a strong internet presence in order to promote their products and services. As soon as the web design & development is done, marketers strive to improve rankings, drive traffic, build brand awareness, generate leads, and sell products for their business. 

Talking about generating leads, instead of the conventional cold calling, companies now opt smarter ways; one among them is email marketing.

Besides generating leads, Email Marketing is a powerful medium to directly communicate with leads, build customer loyalty and trust in your brand.

In present business scenarios, calling a complete stranger to try to sell them on an idea or product is frowned upon and likely to give your company a bad reputation. Email marketing is a way to infiltrate a client base without being as intrusive as calling them.

Email marketing gives businesses the opportunity to present what they are offering in whole and gives potential clients and informative presentation so potential clients can make informed decisions.

According to a study (Statista, 2019), there were 3.7 billion email users globally which are set to surge to 4.3 billion users in 2022.

With such an escalation in the number of email users, most of the top brands are willing to invest in email marketing. However, there are still many companies that do not realize the significance of maintaining a healthy relationship with consumers through their email marketing campaign. 

As important as having a strong email marketing campaign is, there are still a lot of companies that are hurting their brand rather than helping it because of inadequate digital marketing strategies. Let’s discuss next.

Common Email Marketing Mistakes That Marketers Make

There are five major mistakes that should be avoided at all in 2020 cost if you are looking to build an efficient email marketing campaign. 

1. No Personalization

The first and probably most detrimental of email marketing mistakes is not personalizing with your potential customer. A very good way to make sure you are personalizing with potential clients is given the choice to opt into information that you are trying to give. 

The reason it is a good idea to let customers opt-in before marketing to them is so you can collect information. The more information you have the more personable you can be. If you are sending emails to random people chances are you will not know their names, their demographics, geographical location and other vital information that can be used to market your product better. 

2. Lowering the sender reputation by sending spam

The next email marketing mistake is allowing your sender reputation to slip. This almost goes hand in hand with being personable because aimlessly sending mass emails to different people will more than likely result in people opting out of your email list.

The more people that unsubscribe to your marketing emails the lower your sender reputation will be. 

You want to avoid having your marketing emails come off as spam or some kind of other scams. The best way to avoid looking like spam is by making sure you are not sending too many emails at once. 

If you are sending irrelevant information to people who have no concerns about what you are selling you are likely to get flagged as spam. 

3. Buying an Email list

This next cardinal sin ties into the first email marketing mistake of not personalizing. It is very difficult to personalize a marketing email when you didn’t even take the time to build your email list. 

Buying an email list is the lazy alternative, and usually, laziness will not favor your business in the long run. If you are buying an email list you do not know how this list was constructed and what interests do these people have. 

Imagine sending out thousands of emails about your butchery business when the email list was constructed from a vegan blog site. This would drive your company’s reputation right down the drain. 

4. Lack of Segmenting the email list

Once you begin to build your email list, it is imperative that you segment your list. Segmenting your list means breaking your email list down. It can be either by how much information you have, the feedback you are receiving, or if the customers are opening up your emails or not.

Segmenting your list will require you to obtain more information on your potential clients so you can group them properly. Better to collect this info a little at a time over time rather than doing it all at once. 

Segmentation can allow you to separate your potential clients by their interest level, which makes it easier to direct your email marketing campaign. 

5. Forgetting appropriate call-to-action button

All those emails you are sending out to your customer’s inbox would not make any sense if you are not letting your customer know where to land. Each email you send should include a clear CTA that drives your prospect home.

Entice conversations with your audience even if you are sending a newsletter or some article update on your website. One important thing to keep in mind is to avoid using 3-4 call-to-action buttons in a single email. This will simply confuse your subscribers which leads to disrupt your conversion rates.

Choose CTA wisely, for example, if your email is about news update on your website then the CTA should be about signing up. If you want to sell a product and tell your audience about the latest published news on your website, this should be done via two separate emails using CTAs, Buy Now and Sign Up, respectively.

Wrapping it up

Email marketing can be a very effective tool to drive more traffic and attention to your company. With that being said email marketing can be detrimental to your company if misused. 

Once your company has an online spam image it will be very difficult to revive your reputation. The number one rule is to personalize. Almost everything else ties into having a personable persona online. 

If your potential clients feel as though you are having a one on one conversation with them and only them, they are more inclined to hear you out.

Avoid these cardinal sins that are adverse to the success of your email marketing campaign and watch your online presence grow exponentially. If you are looking for an email marketing campaign, the experts of our digital marketing agency in Chandigarh would be happy to assist you.

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