Email marketing mistakes: The list you should avoid

It has become one of the most powerful tools in a marketeer's arsenal. As much as PPC and SEO can sometimes grab all of the headlines for their impact on your new customer metrics, email marketing tends to be one of the most efficient methods for most businesses.

While it can be effective if deployed correctly, many businesses don't use it correctly. It means that countless emails are wasted and in turn, so are conversion opportunities.

Through today, we are going to take a look at some of the best tips you can turn to if you are looking to get the most out of your email marketing software.

Not segmenting your lists

Failing to segment your lists is one of the biggest mistakes you can make in email marketing. It essentially means that you are sending the same email to all of your subscribers.

You need to create different lists for different segments of your business. For example, you may have a list for newsletter subscribers, another one for those who have made a purchase and a third for those who have expressed an interest in a particular product. Here are some basic rules:

  • It is important to identify what your target market is and then create segments accordingly.
  • It is common to have three segments; one for those who have made a purchase, another for those who have expressed interest and the last one for the newsletter subscribers.
  • You may have two or more newsletter lists. One for those who have subscribed to the website, another for those who have subscribed to your social media posts and another for those who have subscribed to your blog posts.

Not testing your subject lines

You need to test your subject lines. Some people fail to do this and they see no results. It is one of the most important aspects of your email marketing campaign.

When sending an email, the subject line is the first thing your target market will see. It is the bait, which will entice your subscribers to open your email.

It is important that you test for different reasons:

  • You need to test to see what type of subject line will work best for your business.
  • You also need to test for different segments.
  • Another common reason for testing is to see what your target market is looking for.

Not designing your emails

The design of your email can make it or break it. A poorly designed email can turn off your audience. It is important that you use the right colors and that you make sure that your emails are easy to read. You should also make sure that the links are easy to read and a call to action is visible for all to see.

It is important that you test different designs. You can also get feedback from different people to see what they think about your email design. You should always avoid using too many images in your emails, which can detract from your messaging.

Not testing your content

It is important to test your content. You should try different things. For example, you can try different lengths of content (short, medium and long). You can also try different titles and different formats (images, videos etc.).

Another common mistake that many people make is to include too many links. You should only include links that are relevant to your target audience. Don't include links that will not be useful to your audience.


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