An easy and quick way to get in front of your audience and customers is through email marketing. Emails promote your product/service, build customer loyalty, and drive sales — and as an added benefit, they’re free.
Research suggests one in three people who click on an email make a purchase, so it’s essential to make your emails effective by not making errors. The following are some common email marketing mistakes and how to fix them:
Writing Ineffective Subject Lines
Sixty-four percent of people open emails based on the subject line. The subject line should encourage customers to open the email by conveying value and relevance. Get to the point right away; the subject line should be seven words or less. Don’t use all caps, or too many exclamation points, and avoid typos.
Ignoring Audience Perspective
Typos in the body of your email communicate a lack of organization to your customers. Ask for a second set of eyes on your email before hitting send to fix misspellings, correct broken links, and remove unnecessary words.
Remember to optimize your email for mobile, as most people check their emails on their phones. Use subheads, colors, bigger text, and images in your responsive design. Pick the most important action you want your audience to take and include your call to action at the top, so your customers don’t have to scroll to get the most important information.
And if a consumer unsubscribes from your emails, respect his or her decision. Make the option accessible to your audience and discontinue emails to those who have unsubscribed.
Topical Relevance
While it’s important to communicate with your customers when your organization offers a promotion or discount on your product/service, that shouldn’t be the only time audiences get emails from you. It’s also appropriate to educate and inform customers through content like informative articles. Emails like this help build relationships and loyalty with your consumers.
Timing
Make sure to send emails at a time when subscribers are most likely to open them and act, like from 9-11 a.m. when people are at their desks or 7-10 p.m. when they’re watching TV or unwinding from the day. Research shows open rates are higher on Tuesdays, at 2 p.m., 8 p.m., or 11 p.m., and on the 10th and 24th of the month.
Need help with sending emails, email messaging, or responsive design? Contact us today to get started.