While the number of emails sent and received per day was 205 billion in the year 2015, a Radicati report states that it is likely to soar to 246 billion by 2019. Do you still think email is dying? It's far from it! And if you are an email marketer, that calls for a celebration.
But unfortunately, although email marketing helps to garner the best ROI of all marketing channels, there are many businesses that are still wide off the mark. So, to make sure you don't make a botch of it and remain ahead of the pack in 2017, here are some email marketing mistakes you MUST avoid:
1) Restricting to first name personalization:
First name personalization is old hat; the times demand some serious stuff. And to get it right, you need to track your customer's behavior. Sending relevant and engrossing messages just when your customer shows interest in your products/service will help you get the best engagement as well as conversions. The catch here is that you have to personalize without sounding creepy.
2) Disregarding the rise of the mobile era:
According to a study by BlueHornet, 67.2% of consumers check their email using their smartphones. Moreover, 42% of those who view emails on their mobile device delete the emails that don't display correctly, making it imperative for marketers to change to mobile-friendly emails. A responsive or a single column design can save your day. Responsive designs adapt according to the device on which they are opened. Also, it is important to write concise content -subject line, pre-header, body of the copy- that will display well on the small screen.
3) Missing out on the Pre-header text
Ignoring this element would be a big mistake. Make the most of this second subject line to enhance your open rates. Avoid the ancient 'Can't see this email? View online.' A catchy line in which you can also include a CTA (yes, do that!) works really well in grabbing the attention of your subscriber.
4) Not adding an interactive element or two
Interactivity is likely to take the email marketing world by the storm in 2017, and if you don't want to be left behind, ensure that you add a pinch of interactivity to your emails. With stunning GIFs, Graphs, Menus, Accordions, Rotating banner, Forms, Search, and many more, you will be spoilt for choice.
5) Not tracking the performance of your emails
What makes email marketing so special is that the performance of your email campaigns can be tracked. Through analytics, you can find out what's working with your subscribers and what's not. This way it becomes easy to find the things that are going wrong and you can optimize accordingly to ensure best results.
6) Sending emails without checking links
You write an awesome subject line and pre-header combo, your impressed subscriber opens your email, loves the copy, clicks on the CTA... and it all stops there; the link is broken! One of the biggest blunders as far as email campaigns are concerned, broken links can cost you a great deal. Sending well-designed, well-written emails without checking whether the links in the email are working or not can and must be avoided.
7) Making the 'unscubscribe' link inconspicuous
Maybe all those on your list have opted in to receive emails from you but what if they are no longer interested. Making them stay on your list despite their disinterest will not do you any good. An unsubscribe option is also mandatory according to US CAN-SPAM Act of 2003. Make the link conspicuous and if you wish, from here, you can direct them to a page where they can change their email preferences or opt out after giving a reason.
Email marketing may not be easy; the devil is in the detail. But by seeing the error of your ways, you can certainly make things work in your favor.