There is a ridiculous amount of electronic correspondence flying around the world. In fact, more than 205 billion emails are sent every day. And there’s plenty of bad email marketing plaguing us these days. Just think about that: 205 billion emails, and most of them aren’t any good.
With all of that email static out there exhausting and annoying people, it’s essential to excel so you get the attention and business you’re trying to attract. As a marketing tool, email is one of the strategies most often employed, and it’s easy to see why. Just create the right message and send it to the right people at the right time ... right? The ROI can be up to 380 times the initial investment!
This is no secret, though, which is why we’re inundated with so much spam and mass emailing. No doubt your inbox has been assaulted with plenty of examples of email marketing fails. And what do you do with those low-value emails?
Yep. Instant delete.
Your audience reacts the same way, so a sloppy or just-plain-bad email will get lost in the bunch and discarded. So how do you avoid the fate of these bad email-marketing examples?
Don’t make these common mistakes:
1. Yawn-Inducing Subject Lines
Uninspired subject lines beg the recipient to delete your message on sight — assuming your subject line didn’t trigger the spam-bots to kill your email before it even reached an inbox.
Give yourself the best possible odds of having your message read in the first place. Good subject lines are unique, specific, and urgent while implying that there is value inside the email. For example, which of the following subject lines would be more likely to earn your click?
Upcoming music events at Rosie’s Restaurant
Rosie’s is gonna rock your world this weekend
Make sure to use effective subject lines that don't put your prospects to sleep.
2. Never-Ending Messages
Time is precious, attention spans are short, and overwhelmed is too often an understatement.
In a world of LOLs, BRBs, and OMGs, the email marketer’s most dreaded abbreviation is TL;DR – too long; didn’t read.
Keep your email under 150 words so your audience can instantly see that reading your full message isn’t a massive mind-melt in the making. That’s plenty of word-count wiggle room to get to the point, which is exactly what you should be doing anyway.
3. The FYI Approach
Look. You’re not sending an email just to hear yourself talk.
You want people to do something — and they aren’t likely to do it without a clear call to action.
Want them to contact you? Prompt them to call. Want them to buy your product? Invite them to do so. If you leave your audience wondering what your point was, then you’ve wasted your time and theirs. A good call to action is direct, focuses on value to the reader, and combines text with visual elements.
4. One-Size-Fits-All Messages
With traditional marketing methods, like placing an ad in the newspaper or on a billboard, everybody sees the exact same message. Email marketing gives you the power to do better with targeted marketing.
Hopefully you’ve been paying attention and segmenting your audience – and if you haven’t been doing that yet, now is the perfect time to start. Tailor your messages and delivery timing to better grab attention and increase appeal to each audience segment. Persona targeting makes it possible for you to increase effectiveness by hitting people where they live.
5. Results Blindness
Measuring the ROI of your email marketing campaigns equips you to better define your strategy for next time. If emails you send out on Tuesdays get more clicks than those you send out on Fridays, these results should inform future endeavors. The same goes for the effectiveness of different email styles, subject lines, layouts, and types of offers.
As an added bonus, assuming you’ve been making use of persona marketing, you can even gather more information about your audience from your success or lack thereof with different segments.
6. Manual Delivery
Don’t underestimate the power of automated emails. Marketing automation can save you a significant amount of time and hassle by firing off messages after certain trigger events, thereby optimizing the impact of your message. It also takes human error out of the equation by eliminating the need to track client activity and release messages accordingly. Ultimately, automated email delivery improves your professional image through consistency of timing and targeting.
Ready To Press Send?
Bottom line, there’s a difference between email marketing and effective email marketing. If you want to avoid landing in the trash bin with all those other bad emails, you’ll have to work for it.
That isn’t to say you’re on your own, though. If you want help implementing an effective email marketing strategy that drives real business results, we’re here to make it happen for you. Contact us to get started.