In today’s digital age, marketers’ goal is to craft and send a creative and relevant message to their target audience with the aim of gaining a desired response. Email marketing seems to be the best of both worlds: sending out a well-crafted message to the masses via the most popular business communication tool. But there are some major potholes to avoid in order to be truly successful and not end up in the spam folder. Instead of studying tactics to increase your effectiveness, it’s important to avoid certain elements that will actually decrease the effectiveness of your email marketing campaigns. You can drastically improve your email conversions by avoiding these pitfalls.
When it comes to online marketing optimization, it is important not to focus on too many metrics at once. Narrow your scope to studying the opens, clicks and subscribes on emails. These numbers will provide insight about essential aspects of your campaign: they show what is working and what is not. For example, opens, clicks and subscribes can help you determine whether you should work on your subject line, calls-to-action or overall messaging. Incorrectly tracking conversions or over analyzing a great deal of metrics can lead to a complete disconnect with your audience and overlooked observations.
Nothing will kill your click-through numbers and conversions more than an email with multiple calls-to-action. When consumers open your email they aren’t looking to waste precious time; they read it looking for a purpose. If your call to action is not focused and clear, it will cause confusion and overall dissatisfaction. That being said, not only should you pick a single call-to-action, you must call attention to it. Reiterate your primary call-to-action multiple times throughout the email and spice it up with large buttons, different colors or basic text effects. This gives numerous opportunities to get your point across and help make certain it is understood by the reader.
Another issue that will cause disengagement with your customer base is failing to do any basic segmentation. ‘Segmentation’ refers to taking your larger contact list and creating smaller lists, (or segments) from it. Imagine you have an email list of 1000 names and 500 of those people have previously purchased a pair of sneakers from you while 500 have not. Send one email to the 500 people who had purchased a pair of sneakers offering them a discount on matching running socks. Then, send out a separate email to those who did not purchase a pair of sneakers offering a discount when the sneakers and socks are purchased together. This will likely yield a significantly higher return than sending a single email to all prospects with a generic offer. Using customers’ actions as a guide for segmentation is a powerful strategy and encourages personalization.
You should never expect customers to have images enabled. Up to 52% of customers have images disabled in their email client settings by default. This is a large percentage of your recipients and particularly true with mobile devices. But you can generate satisfactory results in spite of customers having images disabled. Check your email messages by testing them across multiple devices and configurations. Prevent miscommunication by sending plain text emails: they look good on all devices and can still have a prominent call-to-action. Design campaigns with clever text that works with or without images so that the image is simply a bonus if they see it.
How many emails do you read in a day? How many emails do you remember in a day? Customers respect clarity and assurance when it comes to email marketing. They want to see a reliable source and how your email directly benefits their lives. Be strategic and you will be sure to win their favor by dodging these common pitfalls.