Even though email has been around for a very long time, many digital marketers will be surprised to know that it remains one of the best-performing channels for raising brand awareness and boosting conversions. According to studies, email generates an astonishing $42 for every $1 invested, says marketing expert Eric J Dalius. However, the credibility of your business as well as the ROI of your email newsletter campaigns can be ruined by making mistakes. Some of the top email marketing errors to avoid:
Not Following a Consistent Schedule
For email campaigns to be effective, the small business owner must send them according to a consistent schedule. Depending on the nature of the business, the frequency may vary from daily to even once every month. However, sending email newsletters at random tends to disturb the recipients and may provoke them to unsubscribe. Also, inconsistently sent emails are not conducive to building brand memorability because subscribers may just forget who you are.
Not Branding Your Email Newsletter
By incorporating your logo, a predetermined color palette, a specific layout, and aesthetics consistently, you can ensure that your email gets a distinct identity helping subscribers to open them rather than ignoring it. Branding helps your email to stand out from the rest, which is vital considering the number of emails the inbox of the average person gets every single day.
Not Promoting the Benefits of Subscribing to Your Newsletter
It can be difficult to build a large email subscription list without promoting it on all marketing materials used by your business such as the website, social media, advertisements, flyers, billboards, etc. The fastest way of building your email list is to use your social media posts to offer valuable freebies for signing up or give attractive prizes for winning contests that the target audience can participate in by visiting a specially-designed landing page on your website, observes EJ Dalius.
Not Using an Email Marketing Platform Can Hurt Your Campaign, Warns Eric Dalius
The main reason for using email marketing platforms is that they make it possible to send a very large number of emails without running the risk of getting your email or IP address blocked by the ISPs and email clients. By using these professional email platforms, you can also track if your email is being opened or not or whether any link in the email is being clicked by subscribers. This information can help you to improve the performance of your email marketing campaigns.
Not Using Compelling Subject Lines
Given the huge number of emails every person receives, it is vital for the subject line to immediately spark interest among the recipients so that the chances of it being opened increase. By promising a benefit that is valuable right on the subject line, recipients are more likely to click on it to know more.
Conclusion
Given that email remains one of the most impactful channels for boosting brand awareness and conversions, it is important to get the elements of the marketing campaign right. Taking care to make it easy to unsubscribe, not triggering spam alerts, and reviewing the campaign metrics can make the email newsletter campaign more effective.
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