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Email marketing is a great way to stay in touch with customers. When done correctly, it can be extremely effective. However, many marketers miss the mark and make mistakes that render the marketing strategy not only less effective, but utterly useless. In many cases, the emails never reach the recipients’ inboxes, and when they do, the emails don’t get read.
Don’t Let it Be Spam
Marketers should remember that behind every email address is a real person with a real life. These individuals do not have the time to read unimportant emails and offers. For that reason, service providers use sophisticated email filtering systems to separate the ‘real’ messages from those that are considered spam. In most instances, recipients never see the spam.
Sadly, it is not always possible for the filters or consumers to accurately determine which messages are actually spam and which are legitimate marketing messages. This means the ISP of a legitimate marketer can end up with a bad reputation – simply because the emails use similar words or use other tactics found in unwanted emails.
Avoid Sending Too Much Too Soon
The frequency of the emails sent should depend on several factors. For instance, in addition to analyzing email open and click rates as well as unsubscribe rates, email marketers should consider their customers’ purchasing behaviors.
Monitoring all data related to historical averages will help the marketer establish a rough value per email sent. Marketers can then test the most effective email frequencies. For instance, if the number of emails sent is increased and the dollar value per email drops, the email frequency should be reduced.
Sending too many emails too soon is a quick way to have your emails marked as spam or to have customers unsubscribe from your list. The reality is, too many emails can be considered a form of online harassment.
Obviously, some people are apt to complain and make negative comments about companies that send too many emails. This can result in damage to the company’s reputation. Depending on the severity of the situation, the company may find it needs help and support from an online reputation management firm such as Reputation.com in order to restore its good name.
Don’t Be Long-Winded
People are busy. This should always be kept in mind when sending emails. The emails sent should be direct and to the point. They should be focused.
If the email is intended to promote a product or service, it should focus on benefits, not features. In other words, tell the email recipient what the product or service will do for them.
Don’t Forget Mobile
More and more people are using mobile devices to read their emails. This should be considered when creating emails. Begin by checking to see how the email looks on a mobile device and if that email makes it easy to navigate to the website. Also, ensure that any links in the email are separated and any clickable ‘call to action’ is large.
A one-size-fits-all approach is not always a good idea. In some cases, it can sabotage your marketing efforts. In order to be effective, an email campaign has to be created with the recipient in mind. Like other marketing strategies, this requires effort and research.
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About the Author
Debbie Allen, founder of TheThingsWomenWant.com, is a professional writer and blogger who specializes in topics of interest to women and online marketing strategies.