Email marketing continues to be one of the most effective tools for promoting business due to its simplicity and relatively low cost of implementation, email marketing mistakes wide audience reach and the subject matter of the letters.
At first glance, it may seem that launching an effective email campaign is simple: you need to send a newsletter to subscribers and wait for them to make purchases on the site. According to research , only 30% of buyers most dangerous email email marketing mistakes will open an email from an online store and only 4% of them will click on the link from it. This is why it is so important to work on the quality of brand emails.
We have collected 7 most common mistakes of email marketers that can greatly affect user trust and conversion rates. Check your online store’s email newsletters to improve them in time, if necessary.
Mistake #1: Sending emails without the recipients’ consent
The buyer’s consent to receive a newsletter is the basis for building email marketing. Users feel disappointed and even angry when they receive newsletters that they did not sign up to receive.
The human brain is designed in such a way that any uncertainty is perceived as a stress factor, so the unauthorized sending of advertising letters by an online most dangerous email store is unlikely to have a positive effect on its image in the eyes of the buyer. Moreover, there is a high probability that the user will send intrusive and unwanted email newsletters to spam.
Mistake #2: Sending emails too frequently
When a user subscribes to your mailing list, they expect to receive interesting and useful information. But if there are too many messages, then communication with the retailer will only cause discomfort. This will force the buyer to look for alternatives from competitors, even if they were previously loyal to the online store.
According to antigua and barbuda email list 19714 contact leads , only 7.8% of users are ready to receive emails from an online store daily, 14.5% agree to receive email newsletters several times a week, about 40% of subscribers want to see emails from the brand no more than once a week, about 20% – no more than once a month.
The right way: send email newsletters to users at a frequency and time that is comfortable for them. Each topic and store has its own rhythm that allows you to get maximum conversion and not bore the subscriber.
Mistake #3: Ignoring your subscribers’ interests
Template email newsletters with standard product selections will not only not make the buyer want to click on the link in the email, but will also negatively affect their opinion of the retailer. If communication, even with a favorite brand, causes discomfort to the client, they will most likely go to a competitor.
When users receive information that doesn’t match their needs, the chance that they’ll make a purchase or even click on a link is critically small.
Much has already been written about the need to personalize newsletters and segment the subscriber base, and we will not repeat ourselves. But email newsletters from a brand should take into account not only the history of purchases and views, but also assess its needs in real time. Analyze the characteristics of consumer behavior on the site and in letters to make email newsletters as interesting and useful as possible for users.
Mistake #4: Not allowing customers to unsubscribe from your mailings
While any retailer is interested in retaining customers and expanding their subscriber base, it is important to give email subscribers the choice of whether to stay with the brand or not.
Otherwise, users can, at a minimum, block the address of the online store by adding it to the blacklist, spam, etc. And in the future, dissatisfied subscribers are unlikely to come to such an online store for purchases.
The right way: add a link to the footer of your email to unsubscribe from your email newsletter. Make the unsubscribe process simple and convenient – by clicking on the link. Of course, you shouldn’t make a bright and prominent button, email marketing mistakes provoking the subscriber to click, but you shouldn’t hide the link either.
Mistake #5: Mistake in addressing the user in email newsletters
By personalizing email newsletters, an online store has the opportunity to establish long-term relationships with customers and increase the level of trust in the brand by sending relevant personalized information.
But when implementing personalization, you need to be careful with user data and anticipate different situations. One of the most common mistakes is address errors. For example, when a store wants to address each customer by name. However send otp on whatsapp: complete guide but not all subscribers have their name data filled in. It’s a shame when emails start with the phrase: “Hello, FIRSTNAME!”. After seeing such a greeting, the recipient is likely to close the letter without reading it. And miss all the valuable offers.
For example, personalization of email newsletters by user name brought the online store MrDom an increase in Open Rate by 9.4% and CTR by 10.3%, and revenue per sent letter (RPE) increased by 134.7%.
Mistake #6: Focusing only on selling a product
If a subscriber sees only a direct and persistent desire to sell a product in an online store’s letters, he or she is unlikely to become a regular customer. Sales letters with product selections and open calls to action can lead to an increase in sales in the short term, email marketing mistakes but in long-term relationships between a buyer and a retailer, their effect can be the opposite.
One of the key factors for the success of an online store is the trust of customers. Even unprepared users can notice poorly used marketing tricks in email newsletters and understand that they are being manipulated. In this case, the letters will push users away from making purchases and negatively affect their opinion of the brand.
Mistake #7: Including dissatisfied customers in the general mailing list
Many simply turn a blind eye to dissatisfied customers, thinking that the problem will resolve itself. But no matter how high-quality your service is. Because shopping data most dangerous email even regular customers may feel dissatisfied with a specific order or the quality of the next purchased product.
The practice of singling out dissatisfied customers into a separate group is not widespread, but it can yield interesting results.
One of the biggest mistakes a retailer can make is ignoring negative customer reviews and not processing their complaints and support requests, as well as sending standard email newsletters to dissatisfied customers.
Conclusion
Of course, mistakes and failures in work are not the most pleasant topic for an Internet marketer. But, as psychologists say, recognizing the existence of a problem is already half the solution.
Analyze your online store’s email marketing strategy to identify its strengths and weaknesses. Our tips will help you find mistakes in your brand’s email campaigns and fix them, highlighting the advantages of your business.
“Forewarned is forearmed”: even if your online store’s emails don’t currently have the shortcomings we’ve described, this list will help you avoid mistakes in the future.