The marketing e-mail presents many opportunities for success…and perhaps just as many for real misses. I’m talking about little mistakes that can lead to big-time missed opportunities with fewer opens and click-throughs. Here are some of the more common mistakes you want to avoid.
- Missing an Opportunity to Get Personal
E-mail marketing is a great way to build a relationship with your prospects. So, don’t send your e-mails out under a veil of secrecy. Have a real person’s name and e-mail address as the sender as well as the reply to contact. Don’t use “info” or “admin” or even worse yet “noreply,” which is the equivalent of saying we really don’t want to talk to you.
- Failing at Your Attempt to Get Personal
This one makes me cringe. You always have to test your personalization to make sure it’s working properly. There is nothing less personal than receiving an e-mail that says “Dear |Full Name|.
- Forgetting that It’s a Process
The beauty of e-mail is that it allows you to layer your approach. It’s a courtship, so go slow and always (always!) present something of value. Even if your prospects don’t buy right away, your e-mails should be presenting them something of value and interest and not just a shameless plug of your product or service. This is how you win trust, build relationships, and close deals.
- Promising too Much too Soon
I know it’s tempting. But, choose your words very carefully when it comes to your subject line. This little space goes a long way toward building trust with your prospects. There’s a fine line between an over-the-top over promise and an engaging subject line that speaks to a benefit important to your prospects. Find the balance. Regardless, the content of your e-mail has to deliver on the subject line promise or you’re dead in the water.
- Forgetting to Keep It Simple
This one is easy. One call-to-action, one image, and keep the copy short. Please don’t bombard your prospects with too many links, icons, copy, images, etc. One call-to-action and brief copy with a strong image won’t dilute your message and is highly effective.
- Not Showing Up Every Week
Make sure you are consistent with when you e-mail your prospects. Generally, once a week is sufficient. Prospects don’t want to receive several e-mails a day or week offering just as many different offers.
- Make It Difficult to Unsubscribe
You need to have an Unsubscribe button on each of your e-mails. Don’t require prospects to have to log in to manage their subscription preferences. This isn’t very nice, and your prospects will likely retaliate by marking your e-mail as spam, which is something you don’t want.
- Not Knowing When to Say Goodbye
When you e-mail prospects who are unresponsive, it will cause some e-mail providers to start pushing your e-mails in the spam box as they are assuming you are sending junk e-mails because of the low open rates. To prevent this, don’t keep sending to non-responders.
What e-mail lessons have you learned the hard way? Care to share?