Are you trying to take your email marketing strategy to the next level in 2021? Farfetched Studios takes a look at common mistakes marketers make
Many business owners across the world are getting ready for Q1 and many changes are on the way based on the results from this previous year.
The main objective will always be to create a better user experience for your email subscribers. Consumers and Paying customers both deserve the best available content that we have to offer.
Regardless of differences across industries in email marketing strategy, there are multiple practices that marketers are currently doing to hinder their efforts rather than helping them. This is what brings us here today, with the goal of exposing the biggest email marketing mistakes found in 2020 and what tactics should be used in place.
Farfetched’s first address, is Welcome Emails. When a customer signs up to receive your email, do you or your company send them a welcome message or thank you for signing up? Forgetting to do this small step can greatly affect your open rate and conversions on your email campaigns moving forward.
Let’s say you subscribe to an email list and don’t receive any sort of contact until 4 weeks later, would you even remember subscribing? Would you even still be interested? The consequence here is the likelihood of customers engaging with said business is going to drop dramatically, unless its to unsubscribe.
Farfetched recommends responding immediately or setting up an automated response to be delivered as soon as the customer enters their email address and submits to your email subscription.
This strategy can help develop drip campaign data that exposes your business and its best content to those customers to keep them engaged with your company. It may be hard to believe but companies who switched to an automated email response system reported a 13% increase in revenue. Businesses large and small can benefit from this leap in conversions.
Simplify Your Call to Actions
After beginning to build a relationship with your customers through your initial contacts, your next goal is to have them complete a targeted action within your business, such as buying a product, attending an event or following your social media accounts. All of this can be accomplished with the correct use of call to actions within your email.
The most common mistake in email campaigns is the lack of a clear objective for the customer or too many call to actions that a true conversion cannot be accurate measured. This leads to confusion in the customer and may cause what is called “consumer paralysis”, which results in them closing the email and not converting.
Farfetched recommends using only one or possibly two clear call to actions in your emails. Its important to not leave any room for consideration of other offers; build your email around one specific action and stick to that conversion metric. If you apply this correctly, the average ROI for email marketing is 4,400%. This can only be achieved with clear and concise focus in your emails.
Failure to Deliver on Your Promised Content
When asking customers to subscribe to your list, there is usually an incentive involved to encourage engagement. This can be many things, from offering a service to information or infographic that is relevant to the target audience. This incentivizes the subscription process and encourages signups in exchange. Your proposed incentive to subscribe is going to vary depending on your industry, products and services.
These types of incentives are key to building your relations ship with your target audience. Once they have subscribed, they are trusting in you that you will deliver on what was promised.
This comes back to the welcome email example we used above. Pretend you subscribe to a list for a new lead magnet that you can’t wait to use and implement, but that business takes over a week to send you the information. At this point your interest is gone, your passion for the particular incentive has dwindled. This results in you not responding or even using that business again in the future.
No Mobile Optimization
68% of emails are opened on phones. If you didn’t know this, you most likely are not putting effort into your mobile side of your email strategy. Many marketing teams have a blind spot when it comes to emails because it is not regularly analyzed in within analytics.
If your mobile open percentage is anywhere near 68%, you need to implement a mobile email strategy as soon as possible. Especially with the average person spending upwards of 3 hours and 20 minutes on their devices each day. There are several easy ways you can make your emails more mobile friendly.
Separating your text into smaller sections allows for easier reading, especially on smaller devices. Simply dividing sections could result in a more engaging email upon open, based on visual ques alone.
Farfetched also recommends putting as much of your information within the copy of the email rather than in an image. Mobile users often block images when using certain email platforms, which could cause you to miss delivering important sections of your message to your customers. By clearly stating your message within text in your email, mobile users are more likely to understand and convert on your email.
Its impossible to deny the success that email marketing has. Business owners small and large will continue to utilize this strategy to target their audiences and increase their sales. The best thing you can do at this point is to identify the mistakes in your campaigns and improve accordingly.
Farfetched has told you a few of the biggest mistakes that marketers make when using email to grow their business. If you can avoid this issues and apply the advice given above, we promise you will see incredible success in your campaigns!