Email marketing is still a powerhouse in the digital marketing landscape and unlike some social media platforms, it is not going away. But, we still see a lot of businesses who are not taking advantage or are not getting the results they could. In today’s Tech News Tuesday episode, we’re talking about your email marketing and common mistakes we see you making.
Make sure you have an email list and are growing it.
We talk all the time about how you don’t want to depend on the rented land of social media without working to get those people on your list. So mistake number one is not growing your email list! If you do have an email list, but are not getting the results you want here’s what you should do to fix that
Identify Your Audience and What They Want
Think about building relationships with your audience and have a plan for your email communications. Speak directly to your ideal client in a conversational way. Knowing your email’s purpose sets the stage for success. Once you have your purpose clear, everything else, like email copy and call-to-action, falls into place.
Speak directly to your ideal client with interesting, educational, informative and entertaining content.
Have a Plan
Another mistake you’ll want to avoid is failing to plan in advance. It’s not just about planning your email content but also mapping out the customer journey. You’ll have regular email communication with your audience, but you may also have specific automation sequences when someone first joins your list, downloads your lead magnet, or becomes a customer. Having a clear plan for when to pitch sales or nurture leads ensures you don’t miss out on converting potential customers.
Build know, like and trust before asking for the sale.
Don’t Sell, Sell, Sell
Don’t make the mistake of planning only sales-focused emails. It’s crucial to strike a balance. You need to share valuable content, educate or entertain your audience. You have to build know, like and trust before pushing for conversions. Too many sales pitches is a sure way to turn people off.
Don’t Ignore the Importance of Subject Lines
A great email doesn’t do any good if they never open it, so you need to be smart with subject lines. Subject lines and preheader text can make or break your email’s open rates. Once they open your email, keep it short so they read it!
A great email doesn’t do any good if they never open it, so be intentional with subject lines.
Tell Them What They Should Do
You also want your subscribers to interact. How many emails have you seen that don’t have a call to action, or have too many of them? We are all busy, and too many choices and too much content can lead people to ignore all of it. Make it clear what the next step is, whether that is to read an article, watch a video, register for an event, or book a call.
Welcome emails have high open rates, so make them count. Don’t make the mistake of sending a generic welcome message. A well-crafted welcome email can leave a lasting impression.
Be Consistent, but Don’t Flood the Inbox
Once they’re on your list, have a regular rhythm of sending emails so you are expected. That might be weekly or a couple times of month, but you need to show up consistently to build traction. Don’t flood their inbox with emails, but find the right frequency based on your audience and industry.
Batch Your Content
We see a lot of you fail to consistently create content and this is where having a plan and calendar is so important. You’ll get busy, so batch create and schedule your emails ahead of time. Remember, you are doing short, informative emails not writing a novel so get in the habit of doing a few of them at one time.
Be consistent and batch your content ahead of time.
Keep those emails short, sharp and consistent, and your results will follow.
Links in this episode: