Email marketing remains one of the most effective and cost-efficient methods of reaching your audience, but it's not without its challenges. If you're finding that your open, click, and conversion rates are less than stellar, it's time to take a closer look at your email marketing strategy.
In this article, we'll discuss some common mistakes that can sabotage your email marketing efforts and provide tips on how to avoid them. Trust me, you'd want to stay and read this one.
Ignoring Mobile Optimization
The rise of smartphones and tablets has transformed the way people consume content, including their email. According to numerous studies, more than half of all email opens occur on mobile devices, and this trend is expected to continue to rise.
With a significant portion of email opens happening on mobile devices, marketers must adapt their strategies to cater to this growing segment of the audience. Neglecting to optimize emails for mobile not only jeopardizes user experience but can also lead to lower conversion rates, which is a situation no marketer wants to face.
The Consequences of Neglecting Mobile Optimization
When emails are not properly optimized for mobile, recipients often face a frustrating and less-than-ideal experience. Here are some of the consequences:
Poor Rendering: Emails that aren't mobile-friendly may appear distorted or unreadable on smaller screens. This can lead to immediate disinterest or frustration.
Difficulty in Interaction: Tiny buttons or links that are too close together can make it challenging for recipients to click on the intended elements. This can result in accidental clicks or users simply giving up on engaging with the email.
Slow Loading: Non-optimized emails may take longer to load on mobile devices, further frustrating recipients who are accustomed to instant access.
Increased Unsubscribes: When subscribers find it difficult to interact with emails on their mobile devices, they are more likely to unsubscribe or simply delete future messages.
To combat this, ensure your email templates are responsive and mobile-friendly. Test your emails on various devices and email clients to guarantee they display correctly.
Neglecting Audience Segmentation
Nothing is more frustrating than receiving irrelevant emails. Sending the same generic message to your entire email list is a surefire way to see low open and click-through rates. Your subscribers have diverse interests and needs, and one-size-fits-all emails won't cut it.
Amidst the deluge of spam, a genuinely valuable marketing message often gets lost in the shuffle. To maximize the chances of grabbing the recipient's attention, the initial words or lines of the email should strike a chord with them.
Invest time in audience segmentation. Divide your email list into smaller groups based on demographics, behavior, or preferences. Tailor your content to each segment, making your emails more relevant and engaging.
The individuals responsible for crafting marketing emails must possess three key skills:
Identify Audience Core Verticals: They should have the ability to discern the primary interests and preferences of the target audience.
Focus on Audience Needs: Rather than emphasizing what the sender offers, the focus should be on addressing the recipient's specific needs.
Data Analysis for Customization: The success of email "bucketing" relies on the adept analysis of personal data. This entails sifting through large datasets to extract the pertinent information. This process is akin to recipients sifting through the sea of spam to find the content that matters to them.
In essence, the key lies in crafting emails that resonate with the recipient's interests and needs, a task made possible through skilled data analysis and personalized messaging.
Poorly Crafted Subject Lines
Your subject line is the first thing recipients see, and it plays a crucial role in whether they open your email or send it to the trash. Using dull, vague, or overly salesy subject lines can deter readers.
Solution: Craft subject lines that are concise, compelling, and offer a clear benefit or reason to open the email. A/B testing can help you determine which subject lines resonate best with your audience.
Sending Too Many Emails
I don't know about you but receiving too many unwanted emails is my personal hell, and it's probably the same for others as well. Less is more. Overloading your subscribers' inboxes with excessive emails can lead to unsubscribes and reduced open rates.
Solution: Establish a consistent sending frequency that aligns with your audience's expectations. Monitor engagement metrics to gauge if you're sending too often or not enough.
Neglecting to Update Subscriber Tags or Segments
Is the individual you're addressing a new subscriber?
Do your customers exhibit a pattern of making repeat purchases during specific seasons?
When it comes to email marketing, it becomes essential to monitor and regularly update subscriber tags. By monitoring a subscriber's level of engagement, more pertinent and personalized messages can be delivered.
For instance, a special discount can be sent to a dedicated audience member, a practice often employed by retail brands, especially during festive seasons, to show appreciation to their customers. These exclusive offers serve as incentives to encourage customers to visit the store and take advantage of discounts, creating a sense of exclusivity and appreciation.
This approach isn't exclusive to retail; it can also be applied in the B2B or SaaS industries. Subscribers' tags can be upgraded as they progress along their customer journey, such as attending webinars or downloading whitepapers and ebooks. This allows for more tailored and relevant communication with subscribers, enhancing their overall experience.
Neglecting the Call to Action (CTA)
Neglecting the Call to Action (CTA) in your email marketing campaigns is a critical mistake that can undermine your entire email strategy. The CTA is the pivotal point in your email where you guide your recipients toward the desired action, whether it's making a purchase, signing up for a newsletter, downloading a resource, or any other goal you have in mind.
Here's why paying careful attention to your CTAs is crucial, along with practical solutions to enhance them:
Clarity and Guidance: A well-crafted CTA serves as a clear and concise directive for your recipients. It eliminates any ambiguity and tells them exactly what you want them to do next. Without a clear CTA, your recipients may be left wondering about the purpose of your email, leading to confusion and reduced engagement.
Visibility and Readability: Your CTA should be prominently displayed within your email content. If it's buried in a wall of text or not visually distinct, it may go unnoticed. A neglected CTA that's challenging to spot can significantly reduce the chances of your recipients taking action.
Visual Distinction: Make sure your CTA stands out visually. Use contrasting colors, bold fonts, or buttons to make it eye-catching. Visual cues like arrows or icons can also draw attention to the CTA.
Mobile Optimization: With a significant portion of email opens occurring on mobile devices, it's vital that your CTA is easily tappable on smaller screens. Ensure that it's appropriately sized and spaced to accommodate mobile users.
A/B Testing: Experiment with different CTAs to see which ones resonate best with your audience. A/B testing can provide valuable insights into what drives the highest click-through rates and conversions.
While we’re on the topic of CTAs, this is an important one to take note of as well. Despite the numerous insights from expert marketers about creating compelling CTAs for landing pages and emails, there's still a prevalence of cliché CTA button texts like "Buy Now," "Order Now," "Call Now," "Free Trial," "Request a free demo," and so forth in emails.
CTAs are more than just prompts for interaction; they serve as the crucial link between the sender and the audience.
The way a CTA is crafted ultimately determines whether trust has been established through the email. Conversational CTAs play a pivotal role in nurturing trust, authenticity, and rapport with the audience.
They employ a conversational tone that encourages recipients to engage with the brand on a more meaningful level.
According to a study by HubSpot, personalized CTAs deliver a 202% better conversion rate compared to basic CTAs. So, it's advisable to consider a personalized or attention-grabbing CTA before hitting the "send" button.
Conversational CTAs are designed to engage and connect with the audience in a friendly and relatable manner. Here are some examples:
Join the Conversation: Encourages recipients to become a part of an ongoing dialogue or discussion.
Let's Chat: Invites readers to reach out for a conversation, often used by customer support or sales teams.
Tell Me More: Encourages recipients to explore further information or details.
I'm Interested, Show Me: Creates curiosity and prompts readers to take action to learn more.
Count Me In: Makes recipients feel like they're part of an exclusive group or event.
Get Started Now: Provides a clear call to action while maintaining a friendly tone.
Yes, I Want [Benefit]: Makes the CTA more personalized by addressing a specific benefit the reader may want.
I'm Ready, Send It Over: Conveys readiness to receive information or a product.
Help Me Get Started: Appeals to recipients who may need assistance or guidance.
Sure, Let's Do It: Adds a positive and cooperative tone to the CTA.
Why Not Give It a Try?: Encourages readers to take a chance on a product or service.
Ready to [Action]: Sets the stage for the desired action, such as "Ready to Start Saving?"
What Are You Waiting For?: Creates a sense of urgency and prompts immediate action.
We're Listening: Demonstrates a commitment to hearing the recipient's feedback or suggestions.
Join Our Family: Invites recipients to be a part of a close-knit community or brand family.
Let's Get Going: Encourages recipients to take action without delay.
Unlock Your [Benefit]: Suggests that the desired benefit is within reach, enticing readers to take action.
Give Me Access: Invites recipients to access exclusive content or features.
These conversational CTAs aim to create a more personable and engaging interaction with the audience, fostering trust and a sense of connection. When used appropriately in email marketing, they can lead to higher click-through and conversion rates.
Neglecting to Establish Clear Success Metrics
Defining the success metrics for email marketing is a crucial step in any effective campaign. These metrics serve as key performance indicators (KPIs) that help marketers assess the impact of their emails. The essential success metrics for email marketing include:
Conversions: Measuring how many recipients took the desired action, such as making a purchase or signing up for a newsletter.
Traffic: Determining how much website traffic is generated as a result of the email campaign.
Open Rate: Calculating the percentage of recipients who opened the email.
Unique Opens: Identifying the number of individual recipients who opened the email.
Click-Through Rate: Assessing the percentage of recipients who clicked on links within the email.
Unique Clicks: Counting the number of individual recipients who clicked on email links.
Conversion Rate: Calculating the rate at which email recipients turned into customers or achieved the desired action.
Unsubscribes: Keeping track of how many recipients opted out of future emails.
Number of Soft and Hard Bounces: Monitoring the emails that could not be delivered successfully due to various reasons.
Spam Rate: Evaluating the number of emails marked as spam by recipients.
It's essential to emphasize that not defining these email marketing KPIs can be a costly mistake. Each email campaign has its unique goals and objectives. Sometimes, the primary focus might not be on driving traffic and conversions but on achieving other specific outcomes, such as:
Increasing the open rate by 30%
Adding more unique opens by 33%
Reducing unsubscribes by 10%
Increasing unique clicks by 80%
For instance, if the initial KPI is to improve the open rates of welcome emails, the marketer may experiment with different subject lines and test variations among new subscribers. The primary aim here isn't conversions but rather enhancing open rates.
As highlighted above, every email you send serves a distinct purpose, and different goals require different KPIs for measurement. Without defining these success metrics in advance, it becomes challenging to tailor your email content accordingly.
Consequently, the desired results may not be achieved. Therefore, it's crucial for marketers to identify and set the appropriate success metrics for each email campaign to ensure they align with their specific objectives and goals.
In summary, email marketing remains a powerful avenue for audience engagement and conversion. It has the potential to deliver remarkable results when executed strategically. To harness its full potential, it's imperative to steer clear of the common pitfalls discussed in this article.
Remember, every email you send is an opportunity to connect with your audience, foster trust, and drive meaningful actions. As you fine-tune your approach and learn from your endeavors, you'll find that email marketing can be a dynamic and rewarding tool in your marketing arsenal, propelling your business towards success.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.