Considering that the vast majority of your audience has an email address, email marketing still continues to be one of the most effective ways to reach your audience.
There are a number of great tools out there (such as Constant Contact, which we recently discussed in detail in a blog post) that can help you step up your email marketing game.
However, despite the plethora of email marketing tools and resources available to business owners, a number of mistakes are still being made that are leading to failing strategies.
Here are 5 huge email marketing mistakes that you’ll want to make a point to avoid at all costs:
To be most successful with your strategy, you should be regularly working to build your email marketing database with quality contacts. There are a number of great ways to build a solid database, such as including a sign-up form on your website, including a call-to-action button on your Facebook page, and importing your contacts from LinkedIn.
Take a look at your own personal email inbox. You’re probably not going to open the emails from marketers with boring subject lines, so why would you assume your audience would? Your subject line can often be the first impression that recipients have of your business, so make it compelling enough for people to want to open your email.
Factors that can impact the professionalism of your emails include how the content is formatted, if the content includes spelling and grammatical errors, and the quality of the images included in the content. Always proofread every email before sending it out. Each email you send is a direct reflection of your business, so make sure that you’re putting your best foot forward.
Think about when your recipients are most likely to be looking at their email inboxes. Since this can range depending on the type of audience you’re targeting, rely on analytics to make you aware of when you have the highest email open rates. Once you make this determination, send your emails when open rates are the highest.
While you may be working hard to build a quality database of contacts, some of these contacts will likely become stale and irrelevant over time. Maybe some of the email addresses are no longer valid. Make a point to consistently scrub your database because your bounce rate can cause your emails to be filtered out as spam.