Email continues to be one of the most effective forms of marketing out there. In fact, statistics suggest that it delivers 4400% ROI on every campaign. The only problem is, writing and maintaining the perfect email marketing program isn’t always as simple as it seems. Just like any form of creative lead nurturing, email comes with its own selections of potential mistakes and pitfalls ready to snag the average business in a heartbeat.

From the complications of earning new subscribers with ethical tactics, to the stress of sending out an email filled with typos, there are dozens of things that can go wrong. That’s probably why email marketers feel their heart-rate begin to rise when it comes to clicking the “send” button.

The chances are that you won’t be able to avoid every mistake, but you should at least know how to react when things go wrong.

Problem 1: Making your List

Just like Santa Claus, every business needs a list if they want to be successful. Unfortunately, reports show that earning new subscribers is the number one problem any brand can face. While some people think that buying subscriptions is the answer, the truth is that organic subscriptions are the only way to save your reputation, and start seeing tangible results. Fortunately, there are three quick ways that you can start building your popularity online:

  1. Show your value: Earn subscribers with a clear value proposition that makes customers want to hear from you. Let your readers know that you’re going to be giving them something special – not just constant sales messages.
  2. Create a lead generation offer: A lead generation offer or lead magnet will tempt subscribers into signing up for your newsletter, because they’ll want to get their hands on the gift you’re offering in return. Lead offers can include eBooks, or free downloads.
  3. Use social media: Use your social media channels to promote your email content and share where readers can sign up. Alternatively, why not unlock the potential of social media by using a special offer that can only be accessed through an email subscription?

Problem 2: Knowing How Often to Get in Touch

Once you have a list, it can be difficult to find the line between “too much contact” and “not enough.” One survey found that 43% of email subscribers would like companies to email them less often, but it comes down to a matter of preference. If you send emails too often, people will feel “spammed.” However, if you send them too infrequently, your customers could forget about you.

To make sure you get the right number nailed down:

  • Consider the needs of your specific audience: How often can you send them something valuable?
  • Consider trigger-based and behavioral marketing to allow for automated campaigns. For instance, this would mean that you send a message when someone signs up, makes a purchase, visits a specific page of your website, or requests information.
  • Determine different frequencies for different segments of your audience. For example, increase email send rate for customers who visit your site more frequently.

Ultimately, it’s a good idea to test how different frequencies work, before deciding on the one you believe works best for your company.

Problem 3: Generating Click-through and Open Rates

There’s a lot of information available that revolves around improving click-through and open rates. After all, if people aren’t engaging with your campaigns, then you can’t get measurable results. For instance, one study found that using the word “Exclusive” in an email improved the click-through of promotional campaigns by 14%.

The truth is that the best way to improve your results is to test different strategies and discover what works best for your audience. Conducting A/B tests for each audience segment will help you to attract customers through personalized messaging and tailored strategies for success. Keep in mind, personalized emails improve conversions by 10%.

Today, email isn’t a one-size-fits-all solution. You need to learn as much as possible about your audience, and create the communication they want to see.

Problem 4: Sending Emails with Mistakes

There are few moments more heart-stopping for an email marketer than sending a message just to realize that you’ve made a serious typo, or linked out to a page that doesn’t work. Your email campaign is your chance to give your audience a good impression of your business, and that can be difficult when it’s filled with mistakes.

Your email campaign is your chance to give your audience a good impression of your business. Click To Tweet

Ultimately, one of the best ways to avoid these problems is the first place is to make sure that you proofread your emails, and send test emails before you share them with your list. Getting a second pair of eyes to proofread your work can add that second layer of defense as well. However, keep in mind that sending an email with an error doesn’t have to be the end of the world. Today’s customers crave authenticity, and if you can follow up with a fun apology message like: “Sorry for the mistake, I guess I should use spell-check more often,” it could help your appeal.

You’re only human, and your readers will understand that mistakes happen.

Improving your Email Marketing Campaign

Crafting the perfect email marketing campaign is no easy feat, but it can be a valuable way to improve your business, and expand your brand reach. With the right guidance, you can take advantage of all the benefits that email has to offer, and overcome the mistakes that we all make.

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