Despite the fact that it feels a little old school, email marketing remains one of the most effective methods of communicating with customers. With a hearty return of $40 for every $1 you invest, email is the channel you turn to when you want to see conversions and analytics in short order.
Good email marketing can rock your brand, but if you’re overenthusiastic email marketing mistakes can hurt your brand in the long-run.
Here are the top three email marketing mistakes you should never subject your list to:
#1: Don’t send an email if you don’t have anything to say
If you’re sending emails just for the sake of sending emails, please stop.
My guess is that it’s no fun for you to create those emails and I can guarantee it’s no fun for your recipients either.
The point of email is to engage, but if you are just sending drivel in order to stay top of mind, you’re not actually winning any fans. If the people on your list find your emails to be useless than you, and your company, become irrelevant and you’ve wasted your time and theirs.
You don’t have to wait for BIG NEWS, but if you’re boring yourself, hire a copywriter to help you create a content calendar and come up with some interesting ideas.
#2: Sending to anyone and everyone
Have you ever attended a networking event and then a week later been flooded with newsletters? Annoying isn’t it? Don’t be one of those people who take every single email address they can find and add it to their list.
Why not? Email should help build trust and nurture relationships, but if you bulldozed your way into the party you’re already behind the eight-ball.
Even worse, chances are many people unsubscribe from your list and/or complained about you, which can lead to you being black-listed by email hosting companies. The end result? Your email doesn’t get delivered.
#3: Flooding the Inbox
The number one reason people unsubscribe from email lists is because they get too much email.
What’s too much? It depends on who good your content is and what you promised your list. But if you send out three similar emails in five days, that’s probably a bit much for most people.
There’s a delicate balance between sending reminders on timely information and sending spam. That definition also depends on the person, so as your list grows you may want to consider segmenting.
For example if you have a hot promotion coming up you could send an announcement to your entire list, and then an reminder or update to the segment of your list that has been most actively engaged with your emails in the last three months. This helps ensure that the people who want to hear from you are regularly connected, but the people who aren’t quite so involved don’t feel like you’re overwhelming them.
Making mistakes is human, but it’s hard to come back from email marketing mistakes. So just remember email is a powerful tool, but that power comes with responsibility. Think toward long-term relationships rather than quick sales.
Chances are if you take the time to build the relationships, then the sales will come too.
Nicole Krug’s business, Social Light is a digital marketing agency that specializes brand and marketing strategy. Nicole helps clients hone their digital marketing strategies to bring more exposure to their brand and boost their bottom line.
Prior to Social Light, Nicole spent 10 years in enterprise marketing and business development for brands as diverse as The North Face and BB&T Bank.
You can view her profile HERE.