4 big email marketing blunders - and how to avoid them

13th December 2019

Email. It’s undeniable that it’s revolutionised business – and marketing has had to move with the times. Email marketing is a huge opportunity that businesses can’t afford to miss out on.

But the challenge is this: Over 293 billion business emails are sent every day, and it’s predicted to rise to over 347 billion by the end of 2023. The average office worker receives a whopping 121 emails a day, so if you are hoping to make your email campaign stand out from the crowd enough to do its job, then you’d better do it well.

The truth is, there are plenty of pitfalls that it’s all too easy to tumble into. Read on for 4 simple, yet costly, email marketing blunders that you should take care to avoid.

Bad subject lines

The subject line – it’s the first thing that the recipient sees. And 35% of people open emails (or simply delete them!) based on the subject line alone. So make it good! The average open rate for emails is only 20.81%, so you need to make it compelling enough that they want to open it, if it’s to be spared being instantly demoted to the trash folder.

Keep the subject line short and snappy – under 60 characters is best – and consider your target audience. A legal firm may require professional, clear wording – but for many audiences, colourful emojis and eye-catching characters alongside conversational text is far more effective.

Personalised subject lines increase open rates by a huge 17% – which is a big jump. So well worth considering.

Not optimizing for mobile

61% of all emails are opened on smartphones and mobile devices; the stats speak for themselves – you must optimize your email content for view on mobiles. Yet for 1 in 5 email campaigns, that isn’t the case. And if it doesn’t display properly, 75% of people will delete the email immediately. Don’t be that 1 in 5!

The best email campaigns adapt for desktops and mobiles to give customers the best experience however they’re viewing it. Check that the font size, email flow and any images or video display well on both platforms before sending it out.

Falling down on GDPR

When GDPR came into effect in May 2018, email marketing faced plenty of changes. One big one is that businesses must prove that customers have ‘opted in’ to marketing emails. Customers also have the right to unsubscribe at any time, so make the link to do so clear and easy to find. Just make the campaign so appealing that they aren’t tempted to click it!

The ‘one size fits all’ approach

Your customers are all different – no single email campaign is going to be relevant to all of them. And sending irrelevant marketing material isn’t just a waste, it can really go against you, as your customers will feel that you don’t understand them.

Segmenting your customers – or splitting them into groups – means that you can identify which of them a campaign would be relevant to and target them only.  They’ll feel understood and valued and are far more likely to stand by your brand. A good CRM system is your friend here – all your customer data can be stored within it, and you can also segment them by different criteria, allowing you to select the right target audience.

CRM also allows you to personalise the emails with details such as the recipient’s name.

And it works; people will be far more likely to engage. Personalised greetings and segmentation were hailed the most effective email strategies for a reason.

It’s true that email marketing can be tricky to get right – but it’s certainly worth it when you do. Make sure the time you’re investing pays back with campaigns that appeal and stand out from the crowd – in a good way – and you’ll reap the benefits.

If you’re interested in discussing a CRM system that incorporates email marketing capability, then at ixRM, our experts are on-hand to talk to you.

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