You’ve finally carved out enough time to sit down at your computer to craft the perfect email campaign that will bring new and returning visitors to your website. You spent a few hours creating the design for the campaign, then another large chunk of time writing the messaging and setting up the list of contacts it should be sent to. After reviewing your work one last time, you hit send and sit back to wait for the leads to roll in.
Minutes go by. Nothing.
Hours go by. Nothing.
You check and double-check that your email was actually sent. It was. So, why aren’t you reaping the benefits of real-time lead generation?
Chances are you’ve committed one (or more) of the most common email marketing mistakes and the campaign you spent hours working on failed. Here’s a few of the reasons why:
Starting Off with a Bad First Impression
The subject line is the first thing email subscribers will see. It’s what determines if they will even open the email or not.
Does your subject line sound spammy? If so, your email won’t get nearly as many opens as you’d hoped. Additionally, subscribers may choose to unsubscribe just based on the subject lines you’re using.
If you want your next email to start off with a better impression, you should avoid these common mistakes:
- Putting your subject line in all caps
- Adding too many exclamation points for emphasis (!!!!!!!!)
- Using a vague or overly familiar subject line
Not Personalizing the Message
Many studies have suggested that personalized email messages experience significantly higher open and click through rates (CTR), often as high as a 137% difference in open rates and a 128% difference in CTR.
Even if you are emailing with B2B messaging, all emails should be personalized in some way. Whether this is adding a subscriber’s first name or their company name to the opening salutation, adding personalization fields to the subject line, or simply closing the message with a personalized thank you. Anything you can do to make the email more personal and less robotic will help.
Lack of Mobile Optimization
Roughly 66% of all emails are opened on phones and other mobile devices, and subscribers are less likely to interact with an email that isn’t responsive to their devices. One of the worst mistakes a business can make is not optimizing their emails to cater to their subscribers’ device choices.
A simple fix for this is to make sure all your email marketing campaigns are sent using responsive styling. Many third-party platforms for email marketing, like Constant Contact and MailChimp make it easy for businesses to customize their campaigns and make them responsive at the same time.
Unclear Call to Action
Adding a call to action to an email campaign not only lets subscribers know what’s expected of them, but it drives the lead funnel, too. Many businesses either don’t include or don’t have a clear enough call to action within their email marketing campaigns. Or, worse yet, they have too many calls to action in their campaigns, which leave subscribers overwhelmed and confused.
Your call to action should be clear, concise and to the point. It also helps if your call to action is a stand alone button that leads subscribers to a landing page setup specifically for lead generation, as this further drives the funnel.
How to Succeed in Email Marketing
Email marketing campaigns shouldn’t be a chore and can easily be successful with a little bit of thought and work put behind them. Luckily for our clients, we take the hassle out of email marketing for them.
Want to let our team of email marketers do the same for you? Contact the team at Viden Marketing today to learn more.