Source: Dumb Little Man
Email marketing remains one of the most effective instruments when it comes to establishing a direct line of communication to the target audience. In fact, even one perfectly polished electronic letter can turn an addressee into a customer and drive sales.
Even more, it also can help to boost brand loyalty and take a company to the next level.If you realize that your email marketing campaign isn’t bringing the expected results, check the list below for the most common email marketing mistakes. It’s never too late to improve your strategy.
You don’t know your target audience well enough
When you compose an email, you should clearly understand who will read it.
What are the age, gender, ethnicity, and preferences of your target audience? What do your prospective customers know about your brand today? Additionally, what kind of information would they like to get in the future?
Without the answers to these questions, you will not be able to create a valuable message to impress your target audience. Moreover, you will not be able to define which writing style and tone of voice will appeal to them the most.
In other words, if you want to do your email marketing right, you should start with a detailed marketing research.
Email is too long and unstructured
Modern people are too busy to spend time reading extremely long texts. If an addressee clicks a subject line and sees more than 5 paragraphs, he’ll immediately close or delete the email.
Clients are ready to spend only 2 minutes to review the text, so every letter should have a very clear structure.
It would be great if you can split the text into 2 to 4 paragraphs with each paragraph consisting of 2 to 3 sentences each. Total word count of the email shouldn’t exceed 150 words. It’s more than enough to express major ideas and grab the client’s attention.
Start your message from the salutation and then go straight to the point. State your offer and then go into the details. You can end your letter with a short closing paragraph, reminding your customer on how valuable he is to a company.
You compose an ineffective subject line
If you want to increase the open rate of your email, you should come up with an interesting yet relevant subject line. A customer should clearly understand why he should read this very letter: to get a discount, learn more about the new promotional campaign, take part in a survey, review a product, etc.
The problem is that some marketers try to come up with a unique subject line, forgetting that it must correspond with a core message. When customers are overloaded with such super creative yet meaningless letters, they…
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