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Are You Making these Common Email Marketing Mistakes?

 In Digital Marketing, Email

While email isn’t as ‘cool’ as the newest social media tool making waves online, it is still one of the best marketing channels out there.

Do email right, and you can see a big jump in engaged subscribers who cannot wait to buy your product or service.

Make a bunch of mistakes with email, and those leads you’re getting into your sales funnel are going to dry up real quick.

And while very few brands do email perfectly, there are a ton of common email marketing mistakes that sink companies right from the start. If you’re making these mistakes, you’re losing out on potential sales.

Let’s fix that.

Check out this list, see what mistakes you’re making, and start making fixes. Improving just one or two of these from the start can end up making a difference — and make you much more confident in your email marketing.

Mistake #1: You don’t preview your emails

Ever gotten one of those emails that says Hey %FIRSTNAME%?

Was your first reaction to cringe just a little bit? We don’t blame you. Mistakes like this are super common but also entirely preventable.

When you’re writing an email, it can be hard to spot mistakes or design flaws. So your best bet is to send the email to your inbox first. Pretty much every email service provider gives you this option, and it’s a straightforward way to check for glaring errors.

Don’t forget to open the email on your phone too!

Mistake #2: You treat email as a second thought

A whopping 59% of B2B marketers cite email as their most effective revenue generating channel. That makes email the coolest kid at the party.

So here’s the big question. If email¬†marketing has such a huge potential for ROI why are you waiting till the last minute to rush out an email every week?

Unfortunately, you don’t get a lot of leeway with customers with bad emails. One might be forgiven, but make it a habit, and you can kiss that potential¬†customer goodbye.

There are a lot of ways B2B brands can improve emails, but a big part of that is realizing that email marketing is an essential part of your business. So you have to treat it that way. Set aside time with your marketing team to come up with a killer email marketing strategy that delights your readers.

Mistake #3: You’re not consistent

As part of your email marketing strategy, you need to cover both what you’re going to say in your emails, and when your emails get sent.

A big issue a lot of brands have is hitting that email sweet spot. Overloading your audience by sending them three emails a day can be just as bad as sending them one email a year.

If you aren’t sure what the best frequency is, start simple with once a week or twice a month. Whatever you choose, stay consistent.

You can also poll your readers and see what amount is best for them. Revisit this over time, and you’ll be able to fine tune this to both your whole audience and specific segments too.

Mistake #4: Your design is….not good

Did you know over 50% of people will unsubscribe from an email that doesn’t look good on their phone?

Yikes!

If your email design doesn’t work on mobile or desktop, you need to stop the presses and fix it immediately.

bula-surf-shop-email

One way to ensure your emails look good is to try interactive content, it’s mobile responsive and can catch your reader’s eye right from the start. Here are some of our favorite examples.

By incorporating some good design concepts into your email, you can stop the mass exodus of mobile unsubscribes and start turning that number around.

Remember when we told you to preview your emails on your phone? Yea, that’s why.

Mistake #5: You’re not checking data

Marketers today have a treasure trove of data right at their fingertips.

You can tell a ton about your customers from their email habits. You can find patterns, learn what they love, see what they hate, and get a feel for what they respond to. You can also discover who isn’t reading your emails any and work on reengaging them.

But if you’re not digging into that data, you have no idea what little gems you might uncover. Often times its little tweaks based on data that can end up raising open rates and getting more clicks and increasing those numbers can have a big impact on the health of your business.

Ready to start fixing those mistakes?

The best way to start is to do a simple email marketing audit. Really go through your emails with mistakes in mind. Take a look at them on different devices and check them out with your customers in mind.

At the end of the day, when it comes to email small fixes can make a big difference.