Outdated Email Marketing Strategies That Hurt Your Brand

email marketing strategy

Make sure you’re using the best practices in your email marketing strategy

Just like with other types of marketing, email is changing. There are new strategies, design trends and best practices to match the current global economies preferences. When using outdated strategies, you’ll find your brand can suffer.

There are numerous ways you’ll see if your brand isn’t doing so well with email marketing. You’ll have lower open and click through rates. Less people reading your emails is a lost opportunity. Especially as email marketing is one of the best ways to sell online.

Open rates could be low because your audience aren’t interested in your message. Alternatively, your emails could be landing in the spam box and just being deleted.

You’ll also likely have a high unsubscribe rate. These are people who are annoyed with your message and want nothing more to do with you. Loosing valuable subscribers is concerning. They’ve shown interest in you before, so you should be doing everything you can to keep them with you.

By eliminating the outdated email marketing strategies from your campaigns, you can rectify this. But do you know what’s outdated and what’s not? Here’s a quick checklist for you.

1. Using The Traditional Newsletter

The days have gone when you could cobble together some news onto one sheet and send it to your audience hoping that would inspire them to contact you. Firstly, audiences aren’t always interested in the same things you are.

Secondly, they have limited time to read lots of information on a newsletter. As newsletters tend to be long and boring, you’ll find any promotion or sales message in the letter will be lost in the mass of words and stories you’ve compiled together.

Thirdly, they want to know how reading the mail from you will benefit them. If there’s little in there to help them solve a problem or advise them, they won’t read it.

2. Sending Every Mail To Everyone

One of the biggest mistakes that brands make nowadays is to send every email campaign to all subscribers. This is really outdated. There’s so much technology available that you should really be able to avoid this.

Mail campaigns should be targeted to subscribers based on their previous engagement and behaviour. So if they’ve been looking at buying boy shoes previously, send them information about different brands of boy shoes.

Don’t send them countless emails about shoes for girls. It will only annoy them and demonstrate you have no idea of what products they are looking for.

3. Too Much Content

This is one is understandable and an easy mistake to make, but that still doesn’t mean you should do it. Too much content can be a pain for audiences. They want something quick to read so they can make a decision and move on.

If you put too much information into an email, you’ll find that they’ll skip lots of the content to get to the bottom. Therefore, they can miss out on vital stuff that could persuade them to buy. It is much better to limit content to just the key points, perhaps in bullet point form. Keep text to under 300 words can also be beneficial.

4. Thinking A Name Is Personalisation

Audiences aren’t dumb. They know the technology is there that places their names at the top of an email or in the subject line. So this tactic is now almost completely useless. If you think that’s personalisation, you need to rethink your marketing strategy.

Instead, personalisation is about using their behaviours to identify content they want to read when they want to read it. For instance, if they are looking at oak kitchen work surfaces, send them a deal on the latest oak kitchen designs.

If they haven’t visited in a while, sending them an email saying you miss them is a great way to re-engage them. But its about sending them content that is relevant to them. Not just putting a name at the top of the email.

Conclusion

Email marketing is evolving just as audiences are. You need to adapt your email strategies accordingly, so you can ensure your brand is making the most of your opportunities and not losing out from strategies that are outdated.

What new strategies do you use? What strategies do you consider outdated?

Let us know in the comments below.


Discussion

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