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Return to Sender: 3 Email Marketing Mistakes to Avoid

Thomas Griffin
Thomas Griffin
President and CTO at OptinMonster

Don't make these critical errors when developing your email marketing plan

Email marketing is without a doubt one of the most popular and effective ways to reach your customers and clients.

Many businesses prefer using email to communicate with their target audience because the benefits far outweigh other marketing methods. One of the reasons email has become the preferred communication tool is because of how often people are checking their email each day.

A study from Hubspot found that 50 percent of those surveyed in the United States check their email a whopping ten times per day. Overall, it is the preferred way to keep businesses and consumers in touch.

While there are a host of benefits, one of the downsides is that there are hundreds of thousands of marketers using email as a way to communicate with their customer base. Because of the constant bombardment of emails, it can be hard for consumers to keep up with the information being sent to them. A small mistake can cost you the loyalty of your audience and can negatively impact your lead generation efforts. In an effort to ensure you don't get lost in the crowded playing field, here are three email marketing mistakes to avoid: 

Not sending a welcome email

When someone signs up for your website, it's vital you send them a welcome email to thank them for subscribing. This so important because welcome emails have an average open rate of 91% and a click-through rate of 27%. In other words, if you're not using a welcome email in your marketing campaign, you're missing out on a huge opportunity to potentially skyrocket your conversion rate.

Every good welcome email has three core components:

  • Thank the subscriber for signing up
  • Tell the subscriber a little more about your business
  • Let them know what to expect from joining your email list

That's all there is to it. Forgetting to send a welcome email can seem insignificant, but the impact could ripple down and negatively impact your business.

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Starting too late

There is a stigma that you must have a fully featured website and product to begin asking for email addresses for your marketing campaign. It’s been proven time and time again that this is objectively false.

If you're creating a product or service that provides value to your customer, you can start asking people to sign up as early as your first Coming Soon page posts while the website is still in development. In many cases, someone interested in what you're offering, or curious about the final design of the site, will subscribe early.

You can offer additional perks such as free content, e-books, newsletters, and more to keep your initial audience engaged while finishing your website. Many businesses make the mistake of waiting until it's too late to start their email marketing push. Don't let this happen to you.

Not following through on promises

Another big issue that people make when designing their email campaign is that they do not follow through on their initial promise to the customer. The guarantee may have occurred during the welcome email, during a live chat, or even expectations that you set for them when you initially asked them to sign up on your website.

When we are talking about expectations, more often than not we are talking about two things: frequency and quality. For example, if you promise to send your subscribers one helpful guide a week to help them grow their business, you should follow through on that frequency. If you promise once a week, but end up sending all the emails in your drip campaign within a week, plus advertising, they are going to unsubscribe quickly.

The goal is to sit down and think about what you want to deliver to your email subscribers and follow through on your plan.

There are plenty of different strategies you can use when you’re developing your first email marketing campaign. It's crucial that you develop a plan before you even think about asking visitors to sign up for your email list.

As you're working on your system, think about how you would feel if you were the subscriber. What would you like to receive if you were a customer? How would you like to be treated? What is the value proposition? All of these questions will help you write up a killer email copy and campaign that keeps customers happy for years to come.

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Thomas Griffin
Thomas Griffin
business.com Member
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I'm president and CTO of OptinMonster, a powerful lead generation tool that's installed in over 700,000 websites.