Email is one of the most powerful mediums to engage your audience. People today depend on their inboxes as a repository of information, both from personal contacts and brands alike.
Inboxes are searchable, and because so many email platforms offer practically infinite amounts of storage these days, you almost never have to delete anything.
For example, if you are only slightly interested in a brand, you can store their messages in a folder for when it’s more convenient. It is a quick, easy method, and the best part is that you can come back to it at your leisure to grab a fantastic discount, check out future offers or read about any other perks.
According to one report, for every dollar spent, email marketing generates nearly $38 in ROI. Another study reveals that email is approximately 40 times more effective in onboarding new followers or clients than Twitter, Facebook or social media platforms.
So, we know that email is a powerful tool, however, you must approach it in a way that keeps your readers coming back. In this blog post, we review five things that we believe good email marketers should never do as part of their email marketing strategy.
But let’s start with what you should do: you must have a clear goal for each email before you press “send.” Determine what your ultimate goal is – think opens, conversions, and shares – and strategically build your email to reach that goal. Without a compelling premise, your message may get lost and your goal will not be met.
This approach also helps you develop a metric to evaluate performance and make decisions about future emails moving forward. An example of a goal might involve redeeming a promo code for a purchase on your website. Outline your goal in a project management tool and define the specific tasks and A/B tests that you think will help you reach that goal.
Once you’ve outlined your goal, you can start building your email campaign. Steer away from these five things for best results:
Five Things You Should Never Do With Email Marketing
1. Don’t Be Generic.
Laziness can be a major turnoff for readers when it comes to a brand’s email content. By clicking send and addressing your entire audience at once, you promptly disengage your readers. Bottom line: email marketing requires personalization. Whether it is via interactive content, recommendations based on shopping history, or personalized offers, today’s brands must take that extra step to show they care about their customers to boost their chances of generating a response.
2. Don’t Make It Challenging for People to Unsubscribe.
It is unfair (and against the CAN-SPAM Act) to hold your customers captive. If you hide your unsubscribe button, you are actually encouraging readers to click “mark as spam.” And the more spam reports an email provider receives, the higher the chances your prospect or customer will not every receive future messages.
3. Don’t Forget Mobile.
One of the biggest mistakes marketers can make in email marketing is to dismiss mobile. Recent data reveals that one-third of marketers report that their emails are read on mobile devices almost 50 percent of the time. If you don’t design your brand’s emails with smaller screens in mind, their effectiveness will weaken.
4. Don’t overdo it.
Email is one of the many scenarios where less is more. Sure, daily emails have their place, especially if you are a news publication or offer daily deals, but for the majority of brands, more is not better. Many consumers say the most frustrating thing about promo emails is that they arrive too frequently. The moral of the story: only send subscribers emails when you have something definitive to share. With this strategy, you show them that you respect their inbox, their time and their attention, and it’s yet one more approach to increasing your chances of having them open your emails.
5. Don’t forget to keep your subject line personal.
As a marketer, you only have a couple of seconds to grab your reader’s attention. Personalization can be powerful, so be sure to include the user’s name when possible to catch their eye in what is likely an already overflowing email inbox.
Are You Ready to Stand Out?
With email marketing, if you don’t do it the right way, you risk wasting an extremely valuable opportunity.
By incorporating the above tips into your email communications, you can be sure to enhance your content marketing strategy, including nurturing leads and boosting conversions. For maximum effectiveness, the key is to strategically craft your email outreaches to stand out amongst the billions of emails sent each day.
Lisa C. Dunn is a writer forTechnologyAdvice and a freelance writer, copywriter, and ghostwriter who develops high-quality content for businesses and non-profit organizations. For over 20 years, she has worked with numerous PR and digital marketing agencies, and her work has been featured in well-known publications including Forbes, VentureBeat, Mashable, Huffington Post, Wired, B2C, USA Today, among others.