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Email marketing is an essential tool in digital marketing, but there are common mistakes in its implementation that prevent it from being successful.
Even though it was once thought that social platforms and messaging services could spell the end of the email, the reality is that it is alive and well and is the most direct marketing channel for getting your brand's message to your customers. customers and prospects.
Nearly every consumer in the world has an email account, and 91 percent of them check their inbox at least once a day; however, it is a means wasted by marketers who do not apply a good strategy and are dedicated to sending emails "without rhyme or reason" that end up being considered SPAM.
So that the same thing doesn't happen to you and you can connect with your audience, we share a list of mistakes you should avoid to make good use of email marketing and get the desired results.
In the first case, you will be sending messages to someone who has not requested them and they will consider them invasive. The result will be that the recipients will block your email address, completely closing the opportunity to contact them.
In the second, you will likely get low ROI and conversion rates.
If you don't know your target audience, how will you know what tone and language to use, what their interests and needs are, or what stage of the buying cycle they are in?
The knowledge of your buyer persona and the segmentation of your market is the basis of any good digital marketing strategy, and you can use both a previous investigation of their demographic characteristics and tastes and the information offered by the analysis of captured data. Through internet.
In addition to being visually captivating, with colors that relate to your brand identity and attractive images, your email should also be easily readable on all types of devices.
If you consider that the vast majority of email users check their messages on a cell phone, you will understand why it is important to use little text and large fonts in the design of your email.
The recipient should feel that they are being given special treatment, not that they are part of a mass mailing. By doing a good segmentation you can give each consumer the type of information that is interesting and adds value.
In addition, email marketing programs allow you to greet the user by name; take advantage of it to boost engagement and increase the opening and conversion rate of your emails.
That is the first thing your recipient will see, make an effort to capture their attention with a good invitation to read the mail and to arouse their interest in the content of the message. And once he opens it, don't let him down and stick to what you offer in the "subject." Ethical SEO has a solid guide on this.
Massive and constant sending of unsolicited promotions will only make recipients lose interest in your emails.
We insist that if you know the interests and needs of your target audience and what stage of the purchase cycle they are in, you can send them information that is interesting and useful to them.
A Call-to-Action, or call to action, is what will guide your recipient to the next step in the purchase cycle.
Inviting him through a CTA button to download an ebook or read a blog post that offers solutions to his problems is a good way to attract organic traffic to your website and also to establish a relationship of trust that, little by little, lead to conversion and loyalty.
Here are some tips and principles to keep in mind as you develop your email marketing strategies when it’s not work.
A compelling email marketing strategy starts with how well you know your target audience. To deliver compelling email marketing this year, make sure you've done your research.
If you haven't already, it's time to start collecting your data and building customer profiles before you create and implement your email marketing strategy. You can use Customer Relationship Management (CRM) tools to save and manage customer data.
Remember that you ARE the expert; you must know everything about your audience; from your consumer behavior to what attracts them to make them want to buy your product or service.
From there, you can brainstorm different engagement tactics to engage with them through ongoing email communication and guide them through the customer journey.
Delivering compelling email marketing also comes with a solid understanding of copywriting best practices. If you want to send great emails that will help nurture your leads, here are some tips and guidelines to follow when creating your email content, from the subject line to the body:
An effective subject line is an essential component of an engaging email. The subject line acts as the gatekeeper, and if it doesn't grab your audience's initial attention, they probably won't open and read your email content.
To find out which subject lines work best for your email campaigns, check out A/B testing. A/B testing allows you to test different subject lines to see which ones result in the highest open rates. Experimentation is key and ensures your email marketing efforts don't go to waste.
Another tip for writing an effective subject line is to use personalization whenever possible.
Emails that are more personalized tend to perform better than those that are not. Personalized and highly segmented emails can lead to higher open and click rates.
Pro tip: if you strugle with personalizing your subject lines you might want to consider taking an email subject line you know was effective in the past (it worked on you) and rephrasing it either manually or with a tool to fit your current email’s contenxt.
Do it and the chances of it being effective again will be very high. Visuals
Including a variety of visual elements is an effective way to engage and engage with your audience. Incorporating visuals like images, GIFs, infographics, memes, and even videos can help influence your audience.
Visuals also help break up chunks of text in your email marketing campaigns and are a great way to engage with people (especially for all you visual learners). By making sure you're using the right visuals that reflect your company's brand, you'll play a big part in delivering compelling emails this year.
Don't forget to use actionable language and be clear and concise in the body of your emails. Ultimately, you want your audience to act on something after they've read your email. Your goal is to take them to the next step of the customer journey.
At the end of the day, make sure your email copy lines up with your subject line to ensure readers click through to the email.
Focus attention on the reader with a "what's in it for you?" Talk about how they will benefit from your product or service and what you can offer them. Don't forget to add your own style and personality to reflect your brand!
Segmentation is more important than ever because not everyone in your audience has the same needs and interests.
Sending the exact same email to everyone on your mailing list is no longer effective, especially when it comes to driving lead conversion.
This is because they are probably at different stages of their marketing and sales funnel; some may have entered the funnel and others may be closer to the final decision to purchase your product or service.
It's important to understand and deliver the experience your future customers expect, including through email marketing.
As a result, segmenting your email list will help deliver more engaging email marketing this year.
Think of different engagement tactics that will help you target your segmented audiences based on where they are in the customer journey. To get a segmented list of people who have just entered the sales funnel, you are likely to engage with them by tailoring your messages to be more awareness-oriented.
On the other hand, for a segmented list of people closer to the bottom of the sales funnel, you'll likely want to tailor your emails to be more action-oriented as they get closer to their purchase decision.
In 2020, 50% of all website traffic worldwide was generated through mobile devices. Another way to deliver compelling email marketing in 2021 is to optimize your emails for mobile viewing.
By now, it's clear that responsive web design is an integral part of your mobile marketing strategy. According to Hubspot, 48% of emails are opened on mobile devices.
To ensure mobile-optimized email marketing, here are a few things to keep in mind:
Have you considered implementing marketing automation into your email marketing strategy? It is the same as using scheduling apps for social media posts.
Not only can you use marketing automation to generate a steady stream of leads for your business, but it can also help lighten the load so you can focus on other aspects of your marketing strategy.
Marketing automation can help turn your prospects into loyal customers. Instead of trashing your entire mailing list with endless sales pitches, marketing automation can help you deliver relevant information to your audience.
That way, they have the opportunity to absorb information about your product or service, building a mutually beneficial relationship.
One aspect of marketing automation is the use of email drip campaigns. Drip campaigns are essentially scheduled sets of marketing emails that are based on triggers.
What does that mean? Drip campaigns help deliver the right messages at the right time. Depending on certain customer actions or behaviors, marketing automation enables consistent email communication to drive leads through the customer journey, leading to a higher lead conversion rate.
How to create an email drip campaign that converts is definitely worth a look at and there are a number of marketing automation software that can help you get started (e.g. Hubspot,)
Press Release Distributed by The Express Wire
To view the original version on The Express Wire visit What to do When Your Email Marketing Strategy isn't Working