5 Mistakes to Avoid in Your E-Mail Marketing Campaign
The reason why e-mail marketing campaign is so sought after amongst the various effective digital marketing solutions is because it is cheap and easy to run. However, the very same attributes can also lead to big blunders which can totally overturn the campaign’s result. Here are 5 mistakes to avoid.
Test, test, test- No matter how meticulously planned your e-mail campaign is or how engrossing the content inside is, if you haven’t tested it before sending off to your mailing list, things can go really out of control. There will be a lot of things that you won’t be able to point out in the first glances or during the drafting period. For that, after you are done with drafting the campaign, you need to send yourself a copy and look out for mistakes from user’s point of view.
Little or no prominence to CTA- Isn’t call to action what that provokes engagement from the viewer’s end? No matter how small the CTA text might be (say join now, visit now, see here), they are the ones that will be directing your viewers to the landing page. Your CTAs should be prominent enough and should stand out from the rest of the content. Also, remember to place a CTA button above the fold and one at the end of the mail. Design them in a manner that is in stark contrast with rest of the e-mail body in terms of colours and typography.
Zero optimization- Your e-mail campaign may not give excellent results in the very first go. Therefore, you need to analyze what is working and what is not and optimize it further. Just like your PPC or affiliate campaign, it too needs constant observation and monitoring. Subscribe to an analytics tool and analyze through trends. For ex, if your e-mail campaign has a high opening rate but people are not coming to your page, it might mean that although you have a good subject line, your body copy or CTA isn’t prominent enough. Step 2 would be to work on these features.
Not incorporating the unsubscribe button- While it’s mandatory at certain places as the law of the land, it also is required for other purposes. If a person, who is unwilling to opt for your product/ services doesn’t find an unsubscribe button. He is most likely to mark you as spam to keep you from coming back. And mind you, Google takes spammers very seriously. You wouldn’t want to be blocked and put your reputation at stake.
Purchasing shady mailing lists- Just like it’s important to take care of the content of your e-mail marketing campaign, it’s important to take care of the list that it would be sent to. The best email marketing campaigns don’t just care about optimum content but also about the mailing list. If you have purchased a cheap mailing list from a shady person, you have high chances of getting a list which has dead or inactive ids. At times, the mailing list has ids which are not relevant to the subject matter at all. So, before accumulating your list ensure that it’s coming from a credible person.