Email Marketing Mistakes Every Business Needs to Avoid
It’s been 45 years since Ray Tomlinson sent the first ever email. Over those 45 years, email has evolved into one of the most cost-effective forms of direct marketing. Email has not only changed how we communicate in our personal and professional lives, but it also lets marketers target and affect consumer behavior in a way that was never previously possible.
Until the 1990’s email was still seen as somewhat of a novelty for consumers, but as more and more marketers started to jump on the bandwagon, inboxes soon become cluttered with unsolicited mailings and rules began to be put in place to protect consumers from ‘spam’.
In addition to the changes forced upon email marketers by industry rules and regulations, the change in social culture has also played an integral part in how email marketing has evolved.
As more people embrace email, you need to change the way you engage with your subscribers to keep up with their changing needs. If you want to stay relevant and ensure you don’t end up in the spam folder, there are a few email marketing mistakes that you need to avoid:
Obtaining Contact Details
In the past, marketers were obsessed with success and ended up paying no thought to whether consumers want to be contacted or not. Nowadays, privacy is paramount. Aside from the rules which now regulate electronic mail and spam, marketers need to respect and acknowledge the privacy concerns of consumers.
Many people tend to ignore emails from someone they don’t recognize, and will often mark them as spam. No one wants to receive service or product offers from people they do not know. Before adding a contact to your email marketing list, be sure you at least have a personal or business relationship with that person.
Writing the Subject Line
Content is and has always been king when it comes to email marketing. The subject line is often the most important part of your email.
Statistical figures show that close to 33%1 of all respondents are prompted to open their emails because of the subject line. Given that the subject line only has a handful of words, you must make sure that it is enticing.
Optimizing for Mobile
The mobile device segment is one that has undergone a lot of growth in the last few years. Many businesses don’t stop to consider what percentage of their target audience uses a mobile device.
This is a mistake given 68%2 of all emails are read on a mobile device. You will find that an email not optimized for mobile viewing will usually be deleted by close to 72%3 of all recipients. Don’t make the mistake of ignoring your mobile audience. Be sure your email is optimized so that it appears as readable to mobile viewers as it does to desktop viewers.
Using Responsive Email Templates
As with websites, email templates too need to be responsive. Most email service providers provide responsive email templates. If you are using a provider that does not provide responsive templates, one can be purchased from a third-party seller.
When you have a responsive template, you will not need to worry about optimizing it for mobile viewing, as it will automatically adjusts to the size of your recipient’s device. The built in CSS and HTML codes will also make it possible for you to tinker with the emails visual elements as well as the overall email layout.
Ensure that your mobile-optimized emails follow prescribed guidelines to aid reading and interaction on touchscreens, such as sizing buttons and fonts. Increased usability means that users will feel more comfortable taking action directed by your email.
We’re in an age now where information is being thrown at consumer from all angles. Consumers are in control and they will decide which emails they can be bothered to read, and where and when they will read them. By avoiding these mistakes, you will be setting up your email marketing campaigns to succeed.
If you’re not using email to extend your reach and strengthen relationships, give us a call and we’ll help you set up your email marketing program. (978) 219-9788.
1 Source: Convince & Convert, 15 Email Statistics That Are Shaping the Future
2 Source: Marketing Land, http://marketingland.com/majority-of-email-opens-are-mobile-but-most-conversions-on-the-desktop-137760
3 Source: Adestra, “Consumer Adoption & Usage Study” (2016)