It’s harder and harder to cut through to potential client in the information chaos flooding us from everywhere and through all possible channels. For that reason, there’s need for stronger and more personalized relations with the receiver. One of the most successful methods to maintain proper relation with clients is e-mail marketing, which implemented accordingly, can quickly bring huge gains.
Everybody makes mistakes. However, there are a few, one can’t make as professional. Even an inappropriate e-mail address may make our e-mail land in spam. This one little false may cause that we’ll loose a bulk of potential clients and our campaign will misfire. Therefore, it’s worth to take care of details, even the tiniest one. Let’s have a look at the most common mistakes we should avoid at all cost:
Spelling and grammar mistakes
It’s surprising to see how many businesses make the same mistake. Even though, not being the spelling champ, one can use the spell check. It’s always good to read our message a few times before we send it or ask someone to have a look as we sometimes do not find out our own errors. Let’s remember that apparently minor mistakes may weaken our reputation or at least question our professionalism. Surely, part of clients won’t notice our glitches. However, there will always be a group of observant persons, who can easily get discouraged.
Boring subject
Many people dismiss seriousness of that problem. Yet, people deciding whether to open you e-mail or not, are not only tempted by the address/sender but primary by the subject. In this case, even the most beautifully designed e-mail won’t do its job if the addressee is not encouraged to open it. It makes real sense to give it a bit more time and carefully think over the subject of our message. It should not be too long anyway, as most devices display up to 7 words. One needs to remember not to use common slogans or catch phrases, as they not only disappear in the information chaos but can often be qualified as spam.
Lack of personalization
Research proved that personalized message receive 17,5% higher opening (OTR) and click (CTR) rate than messages to ‘anonymous’ receivers. It’s a real proof that the personalization can do magic! How many of us think: how can somebody prepare personalized offer to me, since he even doesn’t know my name? Not only it’s worth to personalize a header then but a whole message as well. There’s a rule: “the better personalized e-mail, the better the reception”.
Lack of authorization
It’s one of the most deadly sins of e-mail marketing – sending an e-mail without e-mail account owner authorization. The only key to success is to collect e-mail addresses in appropriate way and making sure that addressee freely agreed for our content delivery. When gathering valuable group of receivers, contact forms, contact forms for discounts or newsletter sing-ups can be applicable.
Lack of mobile devices service
Mobile world has totally conquered our lives. Almost half of the e-mails are opened on mobile devices. Therefore, we need to make sure that our messages are ‘friendly’ not only for computers. In order to secure it, we need to remember about a few essential details. First of all, it’s worth to use shorter paragraphs and place bigger links in the content to make it easier for a receiver to click it on his/her mobile device. We also need to secure that our message is properly displayed on any kind of device and that the photos are of high quality.
There are surely more blunders marketers have on their conscience but it’s essential to avoid those mentioned above at all cost!
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