How To Avoid Common Email Marketing Mistakes
If you’re not gaining new clients with your email marketing campaign, this is a sign that something is wrong. The following are a few mistakes to avoid on your email marketing campaign.
Mistake #1 – Sending out too many follow-up emails.
Most seasoned marketers understand the importance of email etiquette. However, many new email marketers tend to overdo it when sending out follow-up emails. The general rule for email marketing is to send out one follow-up email once a week. Most people do not have time to read a lot of emails. Sending out follow-up emails on a daily basis can give people the impression that you’re pushy or desperate.
Mistake #2 – Emails that contain spelling errors.
Make sure you thoroughly proofread your email marketing letter before sending it out to clients. One simple spelling error can ruin a campaign. Your target audience will not only judge the appearance of your website or company brochure, they will also judge your content.
Mistake #3 – Your email marketing sales letter doesn’t contain contact information.
Believe it or not, many entrepreneurs miss the mark when providing contact information. Every marketing sales letter you send out should include the web address, email address and phone number. The more forms of contact you provide the better. It won’t hurt to provide your social media contact information as well (Facebook, Twitter, or LinkedIn).
Mistake #4 – Your email marketing sales letter is too verbose.
Showing off your ability to create marketing sales letters with sophisticated words is not appropriate for email marketing. Using words like ‘hippopotomonstrosesquipedalian’ should not be included in a marketing sales letter. Marketing experts suggest writing content at a 12th grade reading level. However, if your target audience consists of people with an advanced vocabulary, then more power to you.
Also, make sure that your marketing sales letters are short and to the point. Most people don’t have the patience to read a three thousand word email, especially if they’re reading it from their mobile phone. If the product or service you’re offering requires detailed information, provide people with a short sales letter and then provide them with a link to a web page for more details.
Mistake #5 – Your email sales letter doesn’t contain a hook.
Before sending off your email, make sure you have clearly identified your hook? Notice how every Fortune 500 company has a hook? For example, Panera Bread offers free samples of their flat-bread pizza at select locations. When ever they offer their free samples, I always find myself purchasing the food item they’re trying promoting. If you want to attract more clients, you have to offer them something they’ll sink their teeth into.
A hook could be a free 30 minute consultation, a 30% off coupon or even a free e-book download. Providing people with a hook is giving people a taste of what they could have if they invest in your product or service.
Need help developing a new email marketing campaign? Want to reinvent your current campaign? Contact Blackwave Creative, our online marketing consultant will steer your marketing campaign in the right direction.