Avoid These Email Marketing Campaign Errors at All Costs! (Or Die a Very Low Conversion Rate Death)

Email Marketing Errors to Avoid

Though targeted online advertising is leaping and bounding ahead of mass marketing to become a conversion-rate ace in the hole, email marketing remains a strong contender to elicit responses to your calls-to-action. For many businesses, email marketing is a preferred way to generate brand awareness, nurture new prospects, increase website visits, and generate sales, according to chief marketing officers surveyed by iContact. However, the low rate of click-through, at 5%, can be driven further downward if advertisers don’t pay heed to these three email marketing campaign errors.

 No-No #1: Sending Without Permission

The golden rule of email marketing is “get permission, not from most, but from every single user.” Email marketing might be effective, but it’s also the only form of online marketing whose abuse has generated its own word (spam). When asking customers to opt-in to receive emails from you, post clearly just what you are planning to send forward, be it exclusive offers, coupons, or information updates. When done well, email marketing can deliver a $44 return for every $1 spent. However, email is very expensive indeed when its irrelevance drives customers away.


Whoops! No Images: Never Send Without Testing

There are so many different platforms, from mobile devices to a mish-mash of different web-based email servers. There is NO WAY, and the shouting is intentional, that you will achieve a flawless result on every platform with your first draft. Sending out an incomprehensible, image-poor, or partial email is worse than sending out nothing. After all, if you can’t get an email right, how are you going to deliver a flawless product? You need to check for renderability, deliverability, click-through functionality, conversions between platforms, and programming languages. A recent study published by email service provider Silverpop revealed that customers receive email in HTML format up to 50% of the time. HTML is notoriously fickle under varying circumstances, which is why the database-driven site builders like WordPress are so popular. Unless you have a lab with a complete array of email clients, it’s best to have your service provider perform this function, or check out some of the newer software apps that test your message on up to 100 different possible configurations medication gabapentin.


And You Want Me to Do…What? No Call to Action Means No Response

The best thing about email marketing is not that it’s cheap (though it is). It’s that you can get results quickly and optimize your pitch accordingly. Obviously, measuring click-throughs and open rates are one way to measure success, but a really hard-nosed seller isn’t going to paste on any gold stars until adding up sales. If you’ve crafted a great campaign with lovely images and compelling copy, you would be a fool not to have a prominent, and often repeated, call to action. Whether you want people to donate a set amount, shop online, or redeem their coupon, clicking through via a call to action will up your conversion rate significantly and lead people who may have happily grazed your offering and moved on right up to the gate. Make it easy to click through to the deal with a clear, well-marked button, and do yourself a favour by repeating it in both the subject line and in the body of the text.

Email marketing is here to stay, partly because people rarely unsubscribe once they’ve signed on, giving you regular access to their inboxes. The more you learn about a customer, the more you can then customize your messages, testing every time to ensure you’ve got the look and functionality you’re going for on multiple platforms. Critically, your email is there to spur a response: be clear on what you want your users to do, then spell it out, repeatedly, in your message. If you’d like to increase your business’s revenue and learn more about lead generation, take the first step and fill out the form on this page.

Nathan Prescott

Author Nathan Prescott

Technologist, Search Experience Optimizer, Internet Marketer and Conversion Ninja with experience in Finance, Consulting and Media Buying.

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