Everyone makes mistakes and email marketers are no exception… The cost effective nature of email means that even bad email marketing provides a good ROI compared to other channels – but it could be even better. So what are the common mistakes made by email marketers and how can you avoid them?
Getting the frequency wrong
One of the common debates for email marketers is how often to send. Those who send too much often have the frequency dictated by short-term sales targets and pressures – but this leads to long term damage to the database, as customers stop engaging and responding. However, on the other hand, others are too tentative and don’t maximise the potential of their database.
Both can be solved by effective planning, taking a view from the eyes of the customer to see what the range of emails appears like over a period of time, and instead, focussing on making sure you have as many relevant touchpoints as possible,
Saying what you want to say, not what your subscriber wants to hear
Most of us are guilty of this. Email has become the channel for broadcasting our latest news, promotions and other content that we as marketers of the business really care about. Instead, we should be taking advantage of the data we hold against them, talking about things which they want to hear.
Email isn’t like the other broadcast above the line channels where we should interrupt customers and get some of it to stick. It’s a personal channel where conversations should exist, and as a result, what we send should be tailored around the customers interests and behaviour to help drive engagement.