At Loud+Clear we tweet and hashtag and pin and post, but we still have a serious crush on email marketing. We like to think of e-marketing subscribers as people who have walked up to us on the street, given us a stamped, self-addressed envelope and said, “Please send me something lovely.” This important group is your most qualified audience. They have asked to have a relationship with you. It’s important to get it right!
In a messaging marketplace that is jam-packed with distractions, a direct path to your consumer’s inbox only increases in value. In fact, according to research conducted by VentureBeat, email as a channel has generated the highest ROI for marketers for 10 years in a row. They’ve crunched the numbers and believe that for every $1 spent, email marketing generates $38 in ROI.
How can you be sure you’re making the most of your email marketing spend? After years of helping clients assess and improve their e-marketing plans we’ve discovered 8 common mistakes that can result in “icks” instead of “clicks.” So, grab your last e-blast and check to see if you’re guilty of any of these missteps.
Email Marketing Mistake #1: The Plan Ban
We get it. You’re busy and before you know it, your calendar says it’s time to send out another e-blast. So you scramble to find some content and hit send to make your deadline. Good email marketing requires a solid plan that incorporates factors such as message frequency, optimum scheduling for your audience, content and call-to-action planning. Taking an intentional approach generates results. If you’re too busy to pull together a plan, talk to us about creating one for you. You’ll be surprised by how much time it can save.
Email Marketing Mistake #2: The No Grow
It may seem obvious, but the creative and production effort you are investing in email marketing messages stays the same whether you’re sending it to 100 people or 100,000. We’ve had impressive results with a variety of tactics to help clients grow qualified audience size. In fact, in late 2015 we helped one client quadruple their database in just a matter of weeks. Part of a good growth strategy includes routine database maintenance and segmentation, which is something we can also help with.
Email Marketing Mistake #3: The Snoring Subject Line
Paving the path to more inboxes is key, but ensuring those messages get opened once they get there is even more important. This is where a well-crafted subject line is critical. For the next week, pay extra attention to the messages that catch your eye in your inbox. Does the subject line “April Newsletter” leave you itching to learn more?
Email Marketing Mistake #4: The Time Warp
Think of your email marketing template like a pair of shoes. Do you really want to still be sporting the Crocs you bought in 2007? Maybe your shoes are in style, but in need of a good polish. Just a few tweaks by our design team can put a whole lot of spring back in your step.
Email Marketing Mistake #5: Failure to Pull the Trigger
What happens when someone signs up to your database through your website? What happens when they make a purchase? What happens when it’s their birthday? If your answer is nothing, consider setting up some email messages that are triggered as a result of specific actions. We’ve just seen some research showing that open rates for “triggered” email messages are 76% higher than “business as usual” messages. That’s worth doing some experimenting with, isn’t it?
Email Marketing Mistake #6: The Ugly Mobile Selfie
Don’t assume because you’re using one of the big e-marketing software platforms that your messages are automatically being optimized for mobile users. It’s worth taking the time to check and correct. Don’t forget to check subject lines and any call-to-action links to your website. Research suggests that more than 71% of people will hit the delete button if an email message doesn’t display properly on their phone. Our Digital Team can help.
Email Marketing Mistake #7: The Empty Hander
Your email subscribers are like loyal friends who are inviting you into their homes. You need to regularly present them with a thoughtful hostess gift or they may start ignoring the doorbell. Whether it’s an exclusive subscriber offer, a direct link to a collection of deals or just some really helpful information that will make their lives easier, send them something that will make them feel valued and there’s a pretty good chance they’ll thank you with a click.
Email Marketing Mistake #8: The CASL Cowboy
Canada’s Anti-Spam Legislation prohibits the sending of commercial electronic messages without the recipient’s consent. If you think it doesn’t apply to you, think again. The grace period on CASL is coming to an end soon, so if you’re not yet compliant with all of the facets of this legislation (or worse, don’t even know what CASL is!), you’d better get up-to-speed now. Let us help you.
If you’re thinking it may be time to up your email game, we’d love to help. From complete e-marketing audits and plans to template tweaks and mobile optimization, we can take your email marketing to the next level. Email us and let’s get to work.
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