To be effective and successful, email marketing campaigns must be adapted to the needs and particularities of customers. If you use this tool and you do not know the causes that could affect its ineffectiveness, from our digital marketing agency in Miami we invite you to know 6 common mistakes that you should avoid.
1. Do not use third party databases
In this type of campaign, it is not very effective for you to send messages to a database that you do not know, because your emails will surely end up in spam, coming from an email address that the sender does not know. You have to create your subscriber list yourself. In your database you should only have users who are really interested in what you sell.
2. Know your target audience
One of the first things you should do is get to know your target audience. An email marketing campaign is not conceived where the profile of the users is unknown. Start by analyzing what type of customers you want to attract to your business and what strategy you will carry out to capture their attention. Generate attractive content aimed at this market segment, and once you get their contacts, never write without first having their authorization.
An easy way to get to know your customers a little more is by adding a registration or subscription form to your Fanpage, which will be very helpful to know what content you will be happy to receive.
3. Do not use a noreplay email address
Using a generic email name such as admin or noreplay offers a slightly personalized image of the person issuing the message. Using a noreplay address tells your user that no one will answer your email in case you ask for more information, this would be closing the doors of the relationship between the client and the brand.
Currently, users seek to always be in contact with the brand, company or service and it is important to offer alternatives to maintain that connection, so we suggest you send from addresses with your own domain name. Show your user that it is important and take advantage of all the opportunities you find to create engagement and encourage them to communicate if they have questions about your products or services.
4. Don’t neglect the shipping details
Think through all the details before hitting the send key. Although it can be presumed that the content is the most important thing, there are details that can derail your campaign.
The case
The first thing users see when receiving an email is the subject. If this repeats over and over or just isn’t attractive, there’s a good chance that user won’t even open it. Put as much effort into the matter as you do to the rest of the content. Although it is only one line, it will be your cover letter, so offer your best image by taking care of this important detail.
Contents
Unfortunately, people pay much more attention to content errors than to the rest of the message. There are many examples of this type of error, such as: misuse of language, or vocabulary, inappropriate copywriting, bad taste in the graphic design of the template or the mail format, poor arrangement of the subject and sender, not placing information, no links, copy paste, etc.
One of our tips is that you don’t always send the same email. Even if you change the products, if you always send the same email, your customers will have the feeling that the message is repeated and they will not even open it, it is very likely that your emails will end up in the trash. We recommend you write a small introduction that is different in each shipment, thus capturing the attention of your potential customers and keeping them motivated to learn about new offers.
Images
If you send a newsletter that only contains images, it is very likely that it will end up in the SPAM folder. Often the designs are created in Photoshop and the text is included within the design, which can create a decrease in the delivery rate as well as being sent directly to the junk folder. It is the same as if you send a newsletter with only text in the content, this would be very unattractive to your audience. It is recommended that you maintain a balance between images that attract the attention of your clients, as well as texts that provide them with quality information.
Spelling and writing
It is very unpleasant to receive messages with spelling errors or bad writing, it offers a not very serious image of the sender, especially when it comes to messages or advertisements. It costs nothing to run a spell checker before submitting.
Language according to your client
Before sending a message, we suggest you study the receiver well. It is important that you know if it is a young person, an adult, a man or a woman. The language you use should be more or less formal language, depending on what you sell. One of our tips is that you never tell a young person. Customize your message and you will easily connect with the customer.
5. Do not send only offers and promotions of your brand
Don’t make the mistake of sending emails just to offer your products or services. If you really want to win the client’s empathy, don’t neglect important dates like: Father’s Day, Mother’s Day, client’s birthday, and Christmas.
Getting them to empathize with your brand raises the possibility that they will recommend you, or mention your page, products or services with their family, friends and acquaintances. This action helps to improve the brand-customer relationship, and makes the user a loyal customer.
6. Do not violate the privacy of your subscribers
At first, we insist on creating your own database, since sending messages to unknown users can make you commit multiple errors, among them, sending emails to people who feel that you have invaded their privacy by receiving an unsolicited email, and whose sender is totally unknown to them.
One of the most common violative practices is mass mailing, avoid it! Always bet on making the customer feel, an essential part of your business, the exclusivity of a message can make them interested in your products or services.
Email marketing is a powerful channel for almost all businesses, both physical and online. Unlike the constant changes experienced by SEO and social networks, email marketing over time becomes an essential pillar for your business, capable of driving it towards better goals and positioning it in a privileged place compared to the competition, provided that is used effectively.
Hire trained personnel to carry out your campaigns and avoid making the mistakes described in the article, remember that the most important thing is your customers. Get ahead of your competition with an emailing campaign, and include it in your digital strategy. If you have any questions or want to hire the professional services of our agency, do not hesitate to contact us.
