If you look online, there’s a lot of advice about email marketing. Some of it’s great, it will help you expand your brand’s mailing list and convert more people, but not all the advice out there is good for your business.
Some information out there can damage your brand’s image and cost you financially. Here are six of the worst email marketing tips.
Mistake No. 1 – Buying Email Addresses
This is possibly the worst email marketing tip you could ever read. In many countries, contacting people via e-mail without their permission is against legislation. For instance, in North America and Europe, you can’t contact someone for marketing purposes without their permission.
This is a type of spam that can have your mail server blacklisted, preventing you from contacting anyone, or you could receive a fine.
Email addresses should never be bought. For some countries, particularly Canada and US states, you should be using the Double Opt-in Subscription system to ensure that audiences want to receive your marketing information.
Mistake No. 2 – Send Emails To Everyone
Like with everything, consumers are all different. They’ll have different motivations, challenges, etc. that you need to discover and market to. Sending messages that have no appeal to your audience won’t convince them to buy.
Instead, you need to segment your audience and send relevant emails to each group. Segmentation can be based on demographics (age, location, gender, occupation, etc.) or behaviours (high spenders, recent website visitors, etc.)
Mistake No. 3 – Don’t Personalise
By not even mentioning the receiver’s name on their email, you are demonstrating your lack of care for the individual. How the audience is addressed can have a massive impact on conversions.
So, don’t skimp on personalisation.
As well as addressing them by name, think about their behaviours and incorporate that in the email copy.
Mistake No. 4 – Don’t A/B Test Your Content
Testing your content against your audience is an important aspect of marketing. One of the best ways to test content is to A/B test it (split testing). This is where you divide your audience into two groups and then make a small change to the content (i.e. different font). Then you can look at the results and see which content your audience prefers.
It’s best to always test your content with one small change at a time. Your marketing campaigns should be tested regularly, as you won’t know what the best optimisation for your brand is until you’ve exhausted all possibilities. Considering there are an unlimited number of combinations, this should mean there is never a time you won’t be testing.
Mistake No. 5 – Text All In Capital Letters
Have you ever read an email or text in capital letters? It seems like that the person is shouting to get your attention. This isn’t the image you want to portray; why would anyone buy from you if you are shouting at them? They are more likely to unsubscribe and never engage with your brand again.
While capital letters can be used to highlight something in an email, it should seldom be used. It’s much better to highlight content using bold lettering or a call to action.
Mistake No. 6 – Send Your Emails Whenever You Want
Another piece of poor advice is to not worry about what time you send emails. Firstly, this can damage visibility of your content. If you send them at busy periods, then your marketing messages will be lost in the sea of emails someone receives.
Secondly, if you send the emails at the wrong time, the email could be ignored, and they might not catch the email until the offer has expired.
Instead, you need to discover the best time for your brand to send emails. While there’s a lot of information available about this online, it might not be accurate. Every audience has different behaviours, and therefore, you should test your audience’s preferences.
Email marketing is one of the best ways to promote your business and convert customers. There is a lot of information online about the ‘best practices’ for email marketing, just be sure you are reading the best advice from a reputable source.
What bad advice have you been given? What happened to your business’ marketing campaigns as a result?
Let us know in the comments below.