When it comes to launching an email marketing campaign, there are loads of potential pitfalls to watch out for. Unfortunately, the vast majority of us simply have to learn by a process of trial and error and hope that the mistakes we make don’t prove to be too disastrous.
Luckily for you, we’ve compiled some of the most common errors made by those piecing together an email marketing campaign – take a look at where so many people fall down, and try to avoid making these mistakes in your own efforts!
1. Failure to Identify an Audience
This is a mistake made all too often in the world of marketing in general. No matter what it is that you’re promoting – be it a product, an event, a course, or anything else whatsoever – there must be a target audience in mind.
The demographic you’re aiming for should inform pretty much every aspect of the marketing campaign, and it’s something you’ll have to keep in mind from the first draft all the way through to the completed product.
When you’re putting together your marketing campaign, think carefully about who you’re targeting. How old are they? What’s their income? What are their hobbies – all of these sorts of questions (and a whole lot more besides) should be constantly at the forefront of your mind?
Once you’ve identified your audience, you can tailor your content to suit the demographic. This means adopting the right tone of voice, utilizing appropriate imagery, color schemes, and much, much more.
Failure to identify an audience will mean that your campaign will lack structure and direction, and probably won’t end up striking a chord with your ideal customers or recipients… so think carefully, do your research, and get it right!
2. Incorrect Grammar & Spell Check
Nowadays, it is hard to imagine how you can miss a grammar mistake, having so much correction tools. Grammarly is a good example of this field instant improvement.
But, honestly, it’s really naive to think that apps and tools can polish up your letter so qualitative as the professional writers could make.
Lots of young entrepreneurs and business newbies used to hesitate with their written letters proofreading (or rewriting) by experts, without taking into consideration the fact, that these services make a huge difference.
When it comes to e-mail marketing, being creative sometimes is not enough. And remember, if you think that your primary letter is perfect, it is the first sign that you extremely need it to be revised by professional.
3. Making Your Message Too Impersonal
Another common error when it comes to a marketing campaign is all about the tone and wording you use in your messages. Nobody likes to feel as though they are being spammed by online junk mail, which simply flies into their inbox and doesn’t speak directly to the recipient.
Conversely, personalized, customized and tailored content pretty much always delivers far more effective and positive results… so you should absolutely be bearing this in mind when working on your campaign.
There are plenty of tools you can use to make sure your emails utilize the name of the recipient you’re targeting, and this can make a significant difference to how the mail is received (and whether it gets opened at all or tossed into the trash folder).
Also, small customization techniques such as setting up separate mailing lists for potential customers from different regions, backgrounds, or age brackets also leads to higher conversion rates, too.
4. Being Too Clever
When it comes to launching a successful email marketing campaign, often less really is more. Make sure your pages are clean, concise, and not overloaded with data, images, or things like unnecessary videos.
The main reason for this is that today’s web users prefer uncluttered spaces which allow a message to come across clearly, and people have only a tiny fraction of the patience they once had for loading times.
Even a lag of a couple of seconds is more than enough to get the average web user to lose patience and click that ‘back’ button, so keep your campaign simple, speedy, and easy to receive.
5. Not Being Creative Enough
On the flip side of the previous point, it’s all well and good keeping things simple, but unless your campaign stands out from the crowd, it’s not going to make the impact you want.
There are tens of thousands of campaigns doing the rounds at any given time, and if you want your potential customers to sit up and take notice, you’re going to have to think a bit outside the box.
This could be as simple as coming up with a memorable tagline or kicking off your email with an image that will stick in the recipient’s mind.
Get your creative team to work on something which immediately grabs the attention, and keep honing the imaginative aspect of your campaign until you get it right.
6. Lack of a Follow Up
Gaining new customers and a wider clientele is the entire reason you’re running an email marketing campaign.
As such, when the responses started flooding in, make sure you have systems in place to deal with them efficiently and with the same tone and warmth, you established in the initial contact.
A good follow-up is vital for your conversion rates, so don’t miss the opportunity to make it all worth your while.
Here’s a quick recap on the mistakes to avoid when launching an email marketing campaign:
- Failure to identify an audience
- Incorrect grammar & spell check
- Making your message too impersonal
- Being too clever
- Not being creative enough
- Lack of a follow up