Email is by far one of the best digital marketing solutions to have in your toolbox. However, this approach leaves plenty of room for error amid an industry rife with regulations. Also to consider: delivery, filtering and other technology concerns, plus a glut of ever-evolving best practices.
While email marketing is definitely not rocket science, there is a certain degree of skill and artistry involved in crafting a winning email campaign. Proceed with abandon and it's likely you'll end up wasting time and money on failed email campaigns.
Email campaign failure can happen for a multitude of reasons, and the 5 missteps listed below are among the most common and easily avoidable offenses that every online marketer should take proactive measures to avoid.
The 5 e-mail missteps
Misstep #1: Boring the audience. There are a ton of ways online marketers can bore their audience, from lackluster subject lines to verbiage-laden text only emails, to emails that only talk about the company and provide nothing of tangible or even perceived value —the all-important "what's in it for me" factor. While email can feel one-sided, it is really intended to be a conversation — the start of one. Savvy marketers understand this.
For a better success rate, provide an enticing offer and an eye-catching subject line to encourage positive open rates. Design colorful and well-branded graphics to appeal to readers' love of visual content. Provide valuable resources, articles, offers and calls to action that give something to your email audience. Ultimately, think about how you can provide value to those on your email list.
Misstep #2: Annoying the audience. You know the feeling when you get interrupted by a little fly buzzing around your head, and then again 30 seconds later, and then yet again 30 seconds after that? Don't be the little fly pestering people too frequently. Of course, finding the "sweet spot" for the timing tolerance of each audience takes a little experimenting, observation and an understanding of the industry in which they operate.
Your audience will love hearing from you if you are providing value in a way that gives them room to breathe — to consider your office and how it fits into their own needs and objectives. Understanding the "pulse" of an industry and the standards by which they operate is a great starting point to determine a suitable frequency and timing of emails. When you find the sweet spot, you'll know it and your audience will respond to your campaigns in kind.
Email marketing is not rocket science, but there is a degree of skill and artistry involved in crafting a winning email campaign. (Photo: Thinkstock)
3. Confusing the audience. All too often online marketers try to cram too many messages into one email, trying to accomplish or convey too many things at once. There should always be one clear call to action and any messaging or imagery, and links should always direct the customer to a landing page where they can act upon that main call to action.
When an email campaign vehicle is cluttered with multiple messages — to purchase one thing, call for a free consultation, follow the brand and more — the recipient can be distracted from the main reason for the email. Stick to one primary message around which all else is focused and be sure to tell your potential customer what you want them to do next. Don't cause them to wander aimlessly around your website or landing page.
