Don’t make these seven common email marketing mistakes

10/01/2012

Email marketing is incredibly popular these days. However, research is showing that it’s reaching saturation point with more and more people not even bothering to open them. So you need to make absolutely sure that you’re not making any mistakes which might harm the effectiveness of your next email campaign. Here are seven you definitely need to avoid...

1. Do you have permission?
Companies still try to get around the permission issues to try and make a quick sale. Big mistake as receiving emails sent without permission can irritate customers and prospects. 

2. Poor segmentation
Making sure your content is relevant is the number one challenge for the email marketer. If your list isn’t properly segmented, your message can’t be targeted or relevant.

3. Vague ‘Welcome’ messages
Don’t just say ‘welcome’, include a strong selling message, state your most important benefits or ask for more information. Make the most of the marketing opportunity.

4. No real interactivity
Interactivity is not just for social media. Email was once the relationship-building medium, and it still can be. Take full advantage of its potential.

5. Ignoring BlackBerry and mobiles
Thanks to iPhone and Android, the number of mobile readers has exploded since 2008. So it’s more important than ever to make your emails mobile-friendly.

6. Collecting bad response rates
You need good analysis to determine the effectiveness of your email. That’s always been true.

7. Relying on email alone
Using just one communication channel alone is never a good idea.