5 Mishaps That Can Ruin Your Email Marketing Campaign
Marketing is all about trial and error, even the most experienced person can also sometimes get into the dilemma whether a strategy would work well or not, as it all depends on how the audience responds to the certain campaigns and ads.
No matter how well a marketer plans to get things right for the campaign, the chances of missing out on something remain intact. These human errors can prove to be disastrous if not considered each time before you plan a campaign.
So, it’s better to be cautious about your actions rather than just repeating the mistakes that remain unnoticed to give the same results.
Here are some reasons why an email marketing campaign would just fall your sales instead of raising it and why you should consider them in your own efforts.
Overuse of images
Marketers believe that usage of images makes the overall look and feel of the emails beautiful, but do you think just embedding a lot of images will get your user to your service?
No excessive use of images might distract the user from the main objective of the campaign, so the chances of converting this newsletter subscribers into a lead would be decreased.
Secondly what if your subscribers have their images turned off, they will not be able to understand what you want to convey as due to the unbalanced ratio of text and image, they will not get the right message that you are marketing. But this doesn’t mean you completely avoid adding the image in the promotional emails.
As a solution to it, I suggest you add the alt text to all your images, the text of the alt text must be something that describes the image and also let the user know what to expect at that place when the image is failed to load. Moreover, excessive images make the email look clumsy and heavy to load
Improper content placement
As we talked about the images in the above point, the same things go for the content part. The email layout you choose, the kind of words you use, the small effects like highlighting the main content with bold fonts or differentiating the special quotes with italics font are what marks an impression on the reader’s mind.
The properly managed content helps the reader easily navigate through the email even when you have so many messages to convey through the single email. Along with the look and feel, the placement of the call to action decides the probability of a user to click on it and land up to your service.
A clear, concise and minimal representation is what most of the new-age users like and are interested in.
Tone of the email
The next thing that comes in the list and to be taken care of is the tone of your email. The content you create must be respectful as well as entertaining. Make sure you don’t sound like a salesman or a TV commercial that is desperate to sell its product.
Try to be original, use the language and words that you might use while explaining your product to a friend or a known person. Give a personal touch to your emails but don’t overdo it, try to balance it with your professional know hows and draft a version that’s a little different than a cliche marketing email.
Lack of mobile-friendly design
As we are all addicted to using mobile phones 24/7, the average email users that check the emails via the mobile app has increased to 70% to 80%. Now imagine what if your emails are not made responsive enough to appear visually effective in mobile phones.
The people today have very less patience to wait and look at a not so good formatted and less understandable content. They would immediately move back and switch to the other email if they find it hard to understand.
Try and test your emails on your mobile phones, look how the format and the placement of the content changes in the small screen, make sure it doesn’t look clumsy by overlapping each section.
Right timing to fire an email
The last mistake that most of the marketers make is not knowing when is the right time to fire an email to get the maximum response. This knowledge of timing comes only with the experience and after knowing your user’s preferences.
But there are some things that are simply understandable like, as soon as a new user joins your newsletter a welcome email that introduces them to your service is what you need to do as a first step. The reason why this strategy always works as this is the time when your user is highly active with your website and an email will help them know you have added them in the team and this is how they could expect some more emails at every short interval.
Humans are meant to make mistakes as this is what helps them make some good and bad experiences, but what’s more important is how to learn from it to get over them the next time you do the task.
Your email marketing campaigns don’t stop by just firing the emails, but it is only said to be successful if you could generate a good amount of leads from it. This is only possible when you are active to serve your users with a good customer experience by providing them with some really informative information along with a regular follow up to keep in touch.
So before you march ahead to your next email campaign, keep in mind that you don’t miss some important aspects of it that if taken care can help you get closer to your success.
image courtesy: freepik.com
James Vargas is an experienced business expert, consultant, and manager at Get Everything Delivered. With the 1.5-decade corporate experience, he is now sharing his guidance to start-ups to grow with corporate team building activities and project delivery solutions.