5 Email Marketing Mistakes You Should Avoid
An uninformed email marketer will rarely be able to engage customers on a consistent basis. A novice may occasionally stumble into some good fortune, but successfully establishing a high level of engagement with your core customer base with email marketing is no small feat.
Some mistakes are harmless, but making any of the five mistakes discussed here could be costly.
1. Sending emails on an inconsistent basis.
While a flood of emails may distance the customers you’re trying to attract, the opposite is true, too. Irregular email blasts will never be able to maintain momentum, which is crucial in motivating your readers to interact with your company in the way you want them to. Maintain continuous communication with the recipients through email to stay at the forefront of their minds. Also, don’t send an email blast that reaches the majority of your email subscribers while they’re sleeping.
2. Losing track of your target audience.
As an email marketer, you must possess a highly detailed picture of your ideal customer. This should include relevant information about them, especially about their motivations. When you can recognize what moves a customer to interact with your company in a desirable way, you can influence his or her behavior, according to an Information Management article by marketer David Coppock.
The metrics will usually tell you if you’ve lost sight of your target. However, compare your subscriber list’s demographics with your target audience to give you a clear sense of where you’re at. If the two are at odds, then you know you need to more clearly define your customer base.
3. Forgetting to send emails at important moments.
The debut of new products/services or any rewards your business receives are examples of email-worthy announcements. When you bury them somewhere on your website, you’re wasting an opportunity to gain traction through email. If you have an especially important event to cover, create a multi-email campaign around it.
4. Not segmenting your customer list.
HubSpot‘s Pamela Vaughan says that breaking your customers into targeted groups is important and marketing to non-separated customers is outdated and ineffective. Savvy marketers should send specialized mailings to a portion of their customers, thus maximizing their potential return. For maximum ROI, consider sending multiple custom mailings in a tailored campaign.
5. Failing to track data that shows how effective your email marketing is.
You should always keep record of how many active email subscribers you have. Knowing your attrition, bounce, and click rates is also vital. Without this information, many successful email marketers would be lost, and it’s a great place for people to start.
In a Silverpop article about leveraging data feedback to improve email marketing, Richard Evans outlines what marketers struggling with proper data management should consider. Before you can fully tap into the wealth of invaluable information your customers provide on a daily basis, you need to know the three main types of data Evans discusses.
The first kind, inferred data, includes the comments section on a blog, social network activity, and direct responses to mailings. Next is implicit data, which is mostly collected through email campaigns and website interactions. This type of data is usually considered the most helpful for marketers to use because it is some of the most reliable information. You can use this data to help you understand how your target audience will react to your emailing efforts. If your data shows that you’re missing your mark, it’s time to restructure your work. Third is explicit data, which mostly comes through investigating and asking questions. A common method used to uncover this data is to post questions you want your customers to answer on your site. There is a lot of data you can collect in these three areas and all of it can be used to strengthen your email program.
Evans also advises email marketers not to “silo” customer feedback and data. By improperly sorting the wealth of information most customers provide a company, you may risk tarnishing your understanding of your own customers. Instead, use customer segmentation to make sure that you don’t improperly group your customers together.
By avoiding the most costly mistakes, you can greatly improve your chances of pulling off a successful email campaign. This can allow you to tap into a goldmine of potential.