Email marketers, are you committing these 7 sins?
It’s not enough to drop in some text, scrawl a subject line and hit ‘send.’ Timing—and structure, follow-up, tone, responsive design, strategy, aesthetics and moderation—are everything.
If you use it wisely, you can gain more customers and boost your open, click and conversion rates. There are plenty of obstacles to avoid, however.
Here are seven common challenges, as well as tips to rise above them:
Sin 1: Blindly engaging in email marketing without developing an email marketing strategy.
Blind email campaigns are doomed to fail. You must have a clear strategy, defined goals and predetermined KPIs.
Sin 2: Promoting too much or too little.
If you send too few newsletters, your subscribers might forget you and you’ll struggle to gain traction in sales or relationships. Send too many, however, and your customers will quickly get irritated. This leads to newsletter de-registrations, getting blocked or—worst of all—getting marked as spam. Your sender reputation will be damaged, and your sales figures may take a hit.
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