5 Email Marketing Mistakes To Avoid
Email marketing is a tricky business with lots of potential pitfalls you need to watch out for. By simply learning to avoid making these mistakes you’ll be way ahead of most other email marketers. Here are a few of the most critical mistakes you could make, and a few tips on how to avoid making them in the ﬁrst place:
Not delivering valuable content
In many ways the terms ‘email marketing’ and ‘relationship marketing’ are practically interchangeable. It’s all about building trust and acting more like a friend than a marketer. The best way to do this is striving to always send valuable content and oﬀers to your subscribers. Don’t hammer them with promotions thinking you’ll make a quick buck – sure, you may make some money that one time, but the longevity of your list will suﬀer.
Not sticking to a regular schedule
The most successful list owners are those that email their subscribers regularly. Whether that’s once per day or once per week doesn’t matter, as long as the frequency is kept up. What do you think would happen if you, for example, were to email your list every week for 6 months, then all of a sudden take a 3 month break? The answer is that most of your subscribers will have forgotten about you and your list, practically forcing you to start from scratch again.
Not being mobile friendly
These days a lot of people are reading their email primarily on their smartphone or tablet, and you need to make sure your emails look as good there as on a PC. It’s usually easy enough, especially if you’re mostly sending out text content. The easiest way to do it is keeping formatting beyond standard tags like bold and italics to an absolute minimum. Also keep images small and fast loading.
Not allowing people to unsubscribe
Many newbie marketers make the mistake of trying to hide the link that allows people to unsubscribe. That is certainly a big mistake, as most people will just
ﬂag the emails as spam when that happens. In the long run, being spam ﬂagged too often can cause you to get banned from your email service provider.
Deﬁnitely not good! Stay compliant and make the links easy to ﬁnd, you’re not going to lose any valuable subscribers anyway.
Not using stats to your advantage
Finally, a common mistake that even experienced marketers do is not looking at stats and reports and ﬁguring out what people respond to. Usually it’s easy to tell just by looking at open and unsubscribe rates, so don’t neglect doing this!