comments 08.08.2012 Paul Shuteyev @ Email Marketing, Email Newsletters, Internet Marketing Strategies

Top 6 Everyday Email Marketing Mistakes with Solutions



mistake-email-marketingHey guys,

Hope you’re doing great! It’s pleasure for me to provide you with email marketing tips and tricks so as discus common mistakes and provide you with solutions. I had few posts regarding popular email marketing mistakes and I see that this problem is still actual. I am subscribed to a lot of mailings and I’m not always happy with what I receive. Sure, the best emails I get are from large corporations or niche-related websites, but it’s really possible to make your mailings better and act like a large companies – with all the style and attitude. Today I would like to discuss top 6 everyday email marketing mistakes that lead to mass unsubscribing and poor rates. Let’s start!

Mistake  # 1: Forgetting about buyer needs
We all have different needs. So do all our subscribers and recipients. Some of your subscribers are employees, some – chiefs, some are niche-related specialists and some – just interested users. It’s necessary to remember that these people have different needs and wants different content and offers. Segment your lists to get maximum output!
Mistake  # 2: Sending the Same Message to All Contact
That’s a critical mistake. See, some subscribers receive your messages for months, some – are already loyal customers and some are just signed up to your mailings. It’s a big mistake to reach them all with same offers and mailings. Use behavioral segmentation to target your list. The best technique to introduce your content and your offers to a new subscribers is chain-messages – this starts with the welcome email, content-introducing, bonus-gift message, survey-message to know more about your subscriber – only after these steps you put him on one of your segmented lists.
Mistake  # 3: Not Adapting a Message
Same actions mean same results – that’s why you need to test your messages and learn from your mistakes, statistics and results. Add changes to subject line, headings, style of the email, design, offers and track changes to make your email campaigns better.
Mistake  # 4: Not Linking to Your Website
First off, email marketing is the lead and traffic generating tool and the aim is your website, so don’t forget to put links to your website. Be sure the links are working good, no errors, and the on-page info is good for your subscribers. Links are like portals, not so many subscribers will go back to your website or email message after clicking a link, so make sure your landing pages are perfect.
Mistake  # 5: Ignoring Mobile Email Readers
More than a half of the recipients will open your message on a mobile device first. Here comes 3 scenarios – subscriber remembers your email and opens it once more at work or at home to explore it and make his mind, the second one – he opens it and takes action, third one – he is not satisfied with the message and content and forgets about your mailing. That’s why it’s crucial to optimize your messages for mobile users – remember about kind of a small screens (I mean mobile phones) and navigation issues. Here are few articles on how to make your mailing look perfect on mobile devices –
Mistake  # 6: Sending without a strategy
Always have a strategy. Most recipients unsubscribe for the very simple reasons:
  • too many emails, or no messages for weeks
  • irrelevant content
  • boring style and outdated content
  • no good offers or bonuses
Keep this in mind to prepare a good strategy for your email campaigns. Stick to the strategy and improve it – your subscribers will notice you’re serious about email marketing and will be waiting for your mailings. This is how companies generate loyal subscribers. When you reached this there’s no more fear of changing the email provider or run a re-signup process for your list. It’s also good to create your strategy in a mass email software or service – it’s always better to keep your records in one place, also it’s possible to plan your email campaigns by using a mass mailing software or service.
Top 6 Everyday Email Marketing Mistakes with Solutions
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Written by: Paul Shuteyev

I am an internet-marketing specialist.