Top 7 Email Marketing Mistakes to Avoid

Unfortunately, many businesses make email marketing mistakes that cost them time and potential customers. Here are seven common email marketing mistakes most businesses make and how to avoid them. 

Mistake #1: Not Segmenting Your List

Do you send the same email to every subscriber on your list? If you do, you’re missing a major opportunity to target each customer in a way that might influence a response.

For example, you can segment your list by customer type. You likely have people on your list who signed up for your newsletter, but have never purchased anything from your business. You probably also have people who made a one-time purchase, but haven’t purchased your monthly service. Then, there is the batch of regular customers.

Each of these segments will need something different from your email messaging. Prospects want to know why they should buy. Old customers need a reminder of the products and services you offer. Your most active customers don’t need to be educated about your products, so maybe you should thank them or offer them a referral discount instead.

By segmenting your email lists, you can deliver the perfect message to that group of customers.

Mistake #2: Not Personalizing Your Emails

How do you address your emails? One of the most common mistakes we see is simply starting an email with “hey” or “hello.” This practice often leads to emails ending up in the trash.

Customers want to buy from people that they know, like and trust. The fastest and easiest way to show that you know them is to address them by their first name (assuming you have that information available in your database for the contacts you’re emailing).

Including personal information about the sender of the email is another great way to personalize your campaign. For example, in our email newsletter I always include a note about something happening with me or my family. This helps to humanize your emails and build a personal connection.

Mistake #3: Not Tracking Your Emails

How many emails in your last campaign were opened? How many emails converted to actual sales?

To know how successful your email marketing campaign is, you need to track the performance of your emails. Most email marketing tools have basic tracking for opens and clicks. However, to track sales you’ll likely need to take this a step further. For e-commerce businesses, you can use Google Analytics to track the online sales. For businesses selling via the phone or in-person, you can use special coupons or tracking phone numbers.

It’s important to analyze this data fairly regularly to notice any large fluctuations. For example, if you suddenly lose a bunch of email subscribers, you want to look at the most recent campaign to see what could have caused that. Or, if your click-through-rate increases a lot you’d want to figure out why and repeat that messaging.

Mistake #4: Not Using Conversational Language

Email marketing is not the time to show people how professionally you can write. Inboxes are flooded with dozens of emails per day and the reality is people don’t have the time or interest to read all of them.

Your audience wants to read something that’s easy and gets to the point. Keep your emails conversational and make sure to tell them right away why they should keep reading. Keep your paragraphs brief so they can be quickly scanned. Save the most technical language for white papers and how-to manuals.

Mistake #5: Not Being Consistent with Frequency of Emails

Nurturing your list is an important part of email marketing and you can’t do that unless you’re consistent with sending out your newsletters.

Stick to a schedule, whether that’s once per week, twice per week, daily, or once per month. Keeping the frequency consistent helps subscribers to remember who you are and why they signed up to be on your list.

Plus, if you’re providing content that is interesting and highly engaging to your audience, they’ll come to expect and rely on your emails. Again, they have the opportunity to read dozens of other emails, don’t risk letting yours get replaced by not sending them out as frequently as you should.

Mistake #6: Not Providing Value in Your Emails

Because people are constantly bombarded with emails, they’re likely doing anything they can to free up space in their inbox. To reduce email clutter, they’re going to resent any company that wastes their time and they’ll unsubscribe.

Ask yourself what your email subscribers are really looking for from your email list. Do they want discounts? Reminders of sales days? Expert information? Recommendations and referrals?

Go even further than this and ask what topics they really want to read about. For instance, if you’re a dentist, what do customers constantly ask about? Try to provide this type of value to them so subscribers don’t just ignore your emails.

Mistake #7: Not Asking for the Sale

Perhaps the most common mistake it not asking for the sale. It takes a lot of time to craft wonderful and compelling message or provide customers with great information. You want to make sure that time pays off and in order to do that you need to convert subscribers into customers.

If you don’t tell them what to do next, you’re missing out on a major opportunity to drives sales for your business.

Many people fear looking too pushy and think they’re going to push subscribers away. However, if you never ask for the sale, customers aren’t going to buy. Remember to include a call-to-action for a specific offer that will entice people to do business with you.

Marketing Lessons from the 2016 Presidential Election

The 2016 election has certainly been filled with controversy. But, one thing we can all agree on is that Trump’s marketing was extremely effective. That’s why in today’s article I’m going to tell you about the marketing lessons we can learn from this historic campaign.

 

And in today's Check This Out, register for next week’s LIVE training and discover How to Create an Effective Marketing Plan for 2017...

If you haven’t already, then now is the time to create your marketing plan for 2017.

 

This can be a daunting task, even for savvy marketers.  That’s why in this article I’m going to answer one of the most frequently asked questions about marketing plans, “What makes a great marketing plan?”

 

And to help answer that question, let’s take a closer look at the marketing plan behind arguably the most shocking underdog win of the year… Trump’s presidential race.  Whether you like it or not, there’s no denying the fact that Trump put together (and then implemented) a magnificent marketing plan to defeat Clinton.

 

So rather than bicker about the results, let’s learn from this historic event!

 

We’ll start with the most important step in the planning process…

 

Clearly Define Who Is & Who Is Not Your Audience

Trump did an amazing job laser-focusing his marketing on his ideal audience.  In fact, he took it a step further and was completely OK with alienating anyone that was not his ideal audience.

 

That’s a key takeaway that is worth writing down.

 

Some of the most successful companies in the world use this same strategy.  Look at Apple with its closed system that forces customers to only use other Apple products.  Or look at IKEA, which only sells furniture neatly packed in flat boxes that customers ultimately have to assemble (and if you’ve ever assembled an IKEA product you know it’s not easy or fast).

 

In all of these examples, Trump, Apple, and IKEA focus all of their marketing exclusively on their ideal audience and they ignore “the haters.”   They know what their customers want and they don’t try to cater to everyone.  As I’m sure you know, the kiss of death is trying to please everyone in your market because you’ll end up making no one happy.

 

So take the time to think through who is, and equally important, who is not your ideal customer.  Only after completing this step, can you truly create a great marketing plan because everything else depends on your target audience.

 

Next, it’s time to get inside the shoes of your audience…

 

 

Create a Great Offer That Solves Their Problem

Once you know who you’re targeting, then put yourself in their shoes.  What are the problems they are dealing with that your product or service solves?

 

For Trump, this was pretty straight forward…

 

Trump offered change.  Trump’s ideal audience was not happy with Obama’s 2 terms in office.  Therefore, their problems were tied to Obama’s policies.  Since Clinton’s policies were almost perfectly aligned with Obama’s policies, you can see how “change” was the perfect solution, or offer, in Trump’s campaign.

 

Now it’s your turn.  What are the problems that your ideal customers are dealing with?  Remember, we’re only talking about the audience you defined earlier.  Trump wasn’t worried about people who liked Obama’s policies because those were not his audience.

 

Once you know the problems, then it’s usually not too hard to come up with a great offer that positions your product or service as the best solution.

 

Ah, but how do your customers know it’s the “best” solution?  That brings us to the next step…

 

Differentiation

What other products or services could your customers use to solve their problem?

 

Don’t forget that there are many options outside of your industry, including the option of doing nothing.  In many businesses, the biggest hurdle is not a competitor; it’s procrastination.

 

For Trump, it wasn’t too hard to differentiate since he wasn’t a full-time politician.   And since he wasn’t a politician, then logically he couldn’t be a corrupt politician.  Regardless of your stance on Clinton, there have been so many political scandals since the founding of our country that we’ve come to accept that most politicians are susceptible to a little corruption.

 

In the business world, differentiation is synonymous with your unique selling proposition, or USP.  Why should your ideal customer choose your product or service over all the other options?

 

Once you’ve answered that question, then marketing and sales will be a heck of lot easier.

 

Finally, your marketing plan is not complete until you address what happens after the sale.  That’s right, marketing doesn’t stop when the sale is complete!

 

Fulfillment & Retention

Apple customers don’t love Apple because of their marketing.  They love Apple because of their products and their customer service.  In other words, if Apple didn’t deliver with easy-to-use and functional products, then customers would immediately have buyer’s remorse.   That would lead to refunds, negative reviews, and loss of market share to competitors.

 

At this point Trump’s fulfillment and retention plan is unclear.  It’ll take another year to see how things unfold, but if he doesn’t deliver on the promises made during the election, then we can be certain there will be buyer’s remorse across the country!

 

In business we call this the “customer experience.”  What happens immediately after a customer makes a purchase?  How could you improve the purchase experience?  How could you improve the product or service delivery experience?  What could you do to improve customer retention and referrals?

 

Those are just a few questions to get the ideas flowing.  But don’t just write down those ideas… Make sure you put them into action!

 

The 6 Key Metrics to Track in Your Email Marketing

Email marketing can be powerful and far-reaching -- more people use email than Facebook and Twitter combined -- but you won't get far if you're going in blind.

Email marketing is like any other form of online marketing -- you'll only succeed if you optimize, and optimizing requires data. But which data should you track to learn the most about your campaigns?

The answer to that question depends on the goals of each of your email campaigns. If you're optimizing an email meant to generate sales, you'll look at different data than you would for an email meant to bring visitors to your blog. Keeping these goals in mind will eventually help you optimize more efficiently.

So where to begin?

In this post, I'll review 6 key metrics to track in your email marketing campaigns. I'll also explain how each metric can help to optimize emails with different goals.

Before Getting Started...

You can't collect the data you'll need until you create special tracking URLs through a Web analytics platform. I recommend Google Analytics, a powerful (and free) analytics tool.

In order to track traffic to your website from email campaigns, you'll need to use the URL Builder to create special tracking URLs.

With these tracking URLs installed, you'll see how email recipients react to your campaigns and interact with your website. Then you can really get your hands dirty.

Metric #1: Clickthrough Rate

Clickthrough rate, or CTR, is perhaps the most universally important metric worth tracking. Whether you're promoting a sale or registering subscribers for a webinar, you'll always want recipients to click on links or share buttons in your emails. Engaging email campaigns earn more clicks from recipients. If your CTR is unusually low, then you'll know your messaging needs work.

To calculate CTR, divide your total clicks by the number of emails that reached their destination. Then multiply the answer by 100.

Don't be surprised if your CTR seems low. A study by Hubspot.com found companies that send 16 to 30 emails per month see median clickthroughs of 6.5 percent (and that's twice the CTR of companies that launch just one or two email campaigns per month).

Metric #2: Conversion Rate

If CTR measures engagement, then conversions measure effectiveness.

If the goal of your campaign is to entice people to complete an action -- such as requesting a quote, downloading an e-book or making an online purchase -- then anyone who follows through counts as a conversion.  These actions can be tracked in Google Analytics by setting up Goals.

To calculate your conversion rate, divide the number of email recipients who completed their desired action by the total number of emails that reached their destination. Multiple the answer by 100.

Conversion rates will always be smaller than CTR. However, a strong CTR with a weak conversion rate usually means your offer or your landing page needs some TLC.

Metric 3: Email Sharing/Forwarding Rate

If the goal of your email campaign is to get people talking about your business, then you'll want to pay close attention to your email sharing and forwarding rate. This is a measurement of how many people click on "forward" or "share" buttons embedded in your email. Shares and forwards can help raise awareness of blogs and social media profiles, and they're great for organically advertising compelling services and sales.

To calculate this rate, divide the total number of clicks on share/forward buttons by the total number of emails you've delivered. Multiply the answer by 100.

Shares and forwards also usually bring new people to your email list. Also, this metric can help you understand which campaigns your customers find to be most compelling.

Metric #4: Bounce Rate

Are your emails reaching their intended targets? Although email marketing isn't as engaging as social media marketing, it's still powerful because emails reach their intended targets and have tremendous staying power.

Emails remain in inboxes until they're deleted, creating opportunities for reengagement.

Unless, of course, those emails bounce, meaning they can't be delivered to recipients' inboxes. These can be "soft" bounces -- temporary problems usually resulting from server problems -- or they can be "hard" bounces from email addresses no longer being valid. Too many hard bounces can cause your ISP to flag you as a spammer, which can harm your marketing efforts. Delete invalid email addresses from your lists as soon as you're made aware of them.

To calculate your bounce rate, divide the number of bounced emails by the total number of emails you've sent. Multiply the answer by 100.

Check your bounce rate if an email campaign surprisingly underperforms. You might find that a hardware issue, not a marketing issue, is impeding your efforts.

Metric #5: Growth Rate

Even with stellar CTRs and conversions, your efforts will eventually fizzle out if you're not adding new emails to your list. That's because your list will shrink over time as people get new email accounts, unsubscribe or flag your messages as spam. Your growth rate is the no-nonsense answer to whether you need to more urgently grow your list.

To calculate your growth rate, subtract the number of emails you've lost from your total new subscribers. Divide the answer by the total number of email addresses on your list, then multiply that answer by 100. Positive numbers are good; negative numbers, not so much.

Metric 6: ROI

Is your email marketing campaign profitable, or are you spinning your wheels? Calculating your ROI gives you the answer. You'll definitely need to outfit your emails with analytics tracking URLs in order to learn your overall ROI.

To calculate this metric, divide the amount of money earned by your campaign by the money you've invested in your campaign. Multiply the answer by 100 to get your return on investment. Don't expect all of your campaigns to be profitable right off the bat, especially if you don't have a sizeable email list. But keeping track of your ROI will help you stay within your email marketing budget.

Conclusion

Email marketing is powerful and effective, but only if you know how to optimize. The six metrics reviewed in this article are a great start. Become proficient in monitoring these metrics, and you can rest easier knowing whether your campaigns are hitting their targets.