If you employ email marketing as part of your marketing strategy, it can take a lot of work to make this marketing avenue really work for you. So to make sure that you’re not wasting your time and energy on campaigns that aren’t proving to be successful, you may want to consider if you’re making some of the most basic email marketing mistakes that could be costing the success of your campaigns.
To help you determine this for your organization, here are three mistakes you might be making with your email marketing campaigns.
Not Writing Compelling Subject Lines
With all forms of marketing, the first area that you should give your attention to is the thing that’s going to be giving the first impression to your audience. And with email marketing, this is going to be the subject line of the emails you send out.
In many cases, email recipients will make a decision about opening an email based solely on the subject of the email that they see. Because of this, you should commit to spending a large portion of your time crafting the perfect subject lines for your emails. You should aim for a subject line that is short yet engaging. You want people to know what they are going to get when clicking through to your email while also being intrigued enough to want to click through. This balance can be hard to strike, but when you get it, you can see great improvement with your open rates.
Emailing Too Much
Another mistake that you could be making with your email marketing is sending out too many emails too often. With the amount of communication people are getting from other sources, getting too much communication from you could simply prove to be annoying.
To help you know how often to send email communication, you may want to ask people how often they would be okay getting emails when they sign up to be on your email list. You can use this information to send out just the right number of emails so that you lower your rate of unsubscribes.
Neglecting A/B Testing
If you’re sending out the same email to everyone on your mailing list, this could be a big mistake that you’re making.
By only sending out one email to everyone, you can’t gain any information about what tactics will work better now and in the future. But if you send out slightly different emails to two sets of recipients, you can get data about which version works better and how you can improve your emails in the future through this A/B testing. And with this information, you can make meaningful changes that will enable you to send out better email marketing campaigns and get the maximum amount of success from this marketing channel.
If you do a lot of email marketing, consider if you’re making some of the mistakes mentioned above that could be prohibiting your success. From there, make a game plan for how you can get on the right track.