Due to the high efficiency it offers to brands, it is very important for you to be successful at e-mail marketing which is highly preferred by marketers in order to develop an efficient marketing strategy. Whether you are a beginner or an expert in e-mail marketing, you might make various mistakes and failed attempts. Keep in mind that it is perfectly normal to make mistakes, as making mistakes is a part of learning. The important thing is to learn from your mistakes and organize your new campaigns in the best way possible.
What are the ways to avoid mistakes? We have compiled the mistakes you should avoid in e-mail marketing for you. Let’s examine together.
Fail to Empathize with the Customer
Your current and prospective customers expect you to understand and empathize with them. Companies that develop their marketing strategies by defining the wants and needs of their subscribers in the best way will have a successful e-mail campaign at hand. Thus, it will bring you one step closer to success if you create e-mail campaigns that will attract your subscribers’ attention, benefit them and add value. Instead of using content that praises your business and mentioning only about yourself, remember to share posts that will be helpful for your prospective customers and help them to take action.
Using Non-Campaign-Related Subject Lines
Subject lines are the first step where your target audience sees and decides whether to open your emails or not. Using subject lines that are unrelated to your e-mail content and make your recipients feel deceived will negatively affect the trust in your brand and the message you want to convey will not be received. It is surely a very important strategy to create a subject line that attracts the recipient’s attraction and increases click-through rates. But if the content you send does not appeal to your recipient and creates a sense of deceit, this will, unfortunately, result in failure. Therefore, make sure you create content-related subject lines that are not too long.
Using Long Texts in E-mails
With the speed brought by digitalization, the amount of time that we all spend on anything has dropped considerably. The situation is not too different when e-mail marketing is considered. Rather than reading long texts, the recipients tend to provide more feedback to the campaigns of brands that convey the messages they want to send in a short, plain and clear way.
So, to increase the readability and return rate of your e-mails, it is a golden rule to create a text in an ideal length. According to Boomerang’s data, e-mails with 50 to 125 words have over 50% higher customer response rates than e-mails created with longer text.
Not Including CTA Buttons and Links
Not including CTA buttons in email marketing, which is one of the most effective ways to mobilize customers to buy your products or services, and to subscribe, will negatively affect the campaign efficiency. In your e-mails, you should definitely include CTA buttons that will create a contact point with your current or prospective customers and direct them to purchase and subscribe. You can motivate the recipients by using activating buttons such as “Subscribe”, “Start Reading Now”, “Buy”.
In addition to this, it is also possible to increase your campaign efficiency by placing relevant content links that will attract your users’ attention and increase your brand loyalty.
Not Creating Mobile Friendly E-mails
In order for e-mail marketing to be efficient, your subscribers should be able to reach your message through every platform. Nowadays, mobile phone usage rates are quite high, which means that many people check their e-mails on mobile devices. Therefore, optimizing your email campaigns to mobile devices is a factor you should consider in order for your campaigns to be successful. According to a study conducted by Hubspot, more than 80% of e-mail subscribers reported that they would delete an e-mail that is not compatible with mobile devices. Thus, one of the most important points to consider when designing your e-mails is to enable them to be readable on mobile devices.