Email Marketing isn’t vanishing as most marketers say. In fact, what is currently happening is quite the opposite.
Various guidelines about email marketing have lanced the web; of course, with several rights and wrongs. There are certainly a whole lot of fine points that must be regulated closely to guarantee a profitable email marketing campaign. Over time, several email marketers are likely to indulge in numerous practices that can be deemed detrimental to the success of a particular email marketing campaign.
Over time, several email marketers are likely to indulge in numerous practices that can be deemed detrimental to the success of a particular email marketing campaign.
You might be one of those who are possibly guilty of applying some of these faux-pas activities.
Whether you have just started a program or have a number emails presently running, it is never too late for you to be able to improve your performance and get accustomed to the new and better practices in building a more successful email campaign.
Practically, it is imperative if you can have an in-depth idea on the few email marketing gaffes to enable you to learn strategic concepts on how to avoid them.
These errors can act as strong barriers in your way to maximizing reach and achieving greater ROI. Below is a list of these major errors you may take note.
Undependable Email List
It is not a secret that a successful email campaign would highly necessitate a clean and well-organized list and data. In fact, it is one of the most crucial steps in every successful email marketing program.
Make sure that the entire customer information is valid and up-to-date. Technically, invalid email addresses may leave a stain on your entire email reputation.
Also, you must know that purchasing email lists from an unreliable source can cause future failure on the sender domain. So this must be closely monitored when you consider buying one to be part of your options in building an email list.
Here’s a free email list template you can use for your campaign: https://goo.gl/9Mxtw5
Overlooking Sender Reputation
When for any reason a certain email provider sees you are sending spam, it may reject your email entirely.
The worst thing that could happen to you as a marketer is to see your email campaign being blocked and your name on a blacklist.
It is indeed essential to monitor your sender reputation score to warrant a more successful email deliverability. Also, when the time arises that an email provider blocks you carelessly, then you may be able to quickly resolve the issue.
In knowing your sender reputation there is a number of cloud-based software that could assist you. We recommend one provided by Return Path. Here, scores are calculated from 0 to 100. The higher your score is, the better your reputation and your deliverability rate get. Numbers are basically calculated on a rolling 30-day average and it can show where your IP address ranks in contrary to other IP addresses.
Numbers are basically calculated on a rolling 30-day average and it can show where your IP address ranks in contrary to other IP addresses.
Forgetting Consumer Behaviours and Data
According to J&C Marketing Trends Study conducted in 2013, two out of three consumers surveyed would prefer a more personalized communication than receiving it in a generalized form. This data seems to suggest that it is likely necessary to apply personalization to your every email.
Doing segmentation is a good method you can use in increasing email performance and customer relevancy. You may have your messages targeted using various data provided by the customers from their past transactions with you just like their age brackets or perhaps on their email behavior.
Let’s say, for example, a campaign may be personalized to consumers who viewed a certain email for many times or clicked a link for several times on the past email sent to them.
Disremembering Mobile Users
Reports from litmus.com stated that 53% of today’s emails are opened on mobile devices. This number is seen to grow even more, demonstrating the need for mobile-optimized emails.
Trying to ignore the fact that most consumers would rather read communications using their mobile devices – can be upsetting. Settling with a mobile unresponsive site can be also hurtful to both the email campaign result and the customers’ sentiment toward the company.
A comprehensive step-by-step and easy to follow links and buttons will help escalate the customer’s email experience, thus improving your campaign performance in general.
There are great sources on the web that you can access in finding best mobile practices to ensure consumer satisfaction and enhance your campaign results.
Failing to Test
Not testing a few facets of your campaign is like leaving bucks on the table. Technically, testing is your best opportunity to figure out what customers want to see in your emails.
A simple test can be about assessing subject lines, this is a crucial factor in improving ROI. The more users open your email, the more potential clicks and conversion you obtain.
Just like any other channels, email marketing must be as well tested and optimized.
Takeaway
It is still never too late to get familiar and instill various practices that would help improve email marketing practices and meet customers’ expectations. On a daily basis, consumers are bombarded with emails after emails and in order for you to stay ahead of the competition, your email campaign must be thoroughly watched, enhanced and tested.
Guest Author Bio – Patrick P. is the CEO and founder of LinkVista Digital Inc, a web solutions company specializes in SEO management and content marketing.