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Email Marketing Mistakes That Cost Conversions

An effective marketing campaign will boost sales, attract customers for CTA, and sign up for services. This is why it’s essential that you avoid making common mistakes that will cost you time and money.

Nonetheless, if you do your homework, you will avoid the pitfalls many make and turn your campaign into a gold mine.

Let's understand these email marketing mistakes

Starting Late

You may ask yourself, what do you do once someone has subscribed to your email list? The answer is simple, you have to immediately send them a welcome email. It’s known that the very first email you send, has a high open rate so you have to ensure that you produce the best email that you possibly can. You can include content such as:

  • Who you are
  • What the customer should expect
  • Tell them what’s in the near future

If you’re a beginner, you must acknowledge that email marketing is one of the most powerful tools you can use. Therefore, when thinking about resources, this area has to get as much as social media and SEO.

However, do you know when’s the best time to send an email? If you don’t, we’re here to help. Studies have shown that you should send your campaign on Tuesday, Wednesday, and Thursday. The best hours are:

  • 6 am – Numerous people begin their day by checking emails in bed
  • 10 am - Often people check and respond to personal emails before starting to work
  • 2 pm – People at work are looking for distractions at the workplace so they will most likely check their emails
  • 8 pm – Before going to sleep people will check their inbox

This doesn’t mean that you have to follow this guide religiously, the most suitable thing to do is to test and schedule as much as you can in order to find the best time specifically for your business.

Unclear Call-to-Action

Without positioning correctly, you’re allowing your audience to get lost or figure out by themselves what the CTA is. This is the perfect tool to use if you want people to convert. Before you start the campaign, you must have a clear vision of where to position it and where to take them. If the goal is to earn revenue is to guide them to a product page.

In order to make the CTA stand out, there are several things that you can do. Be aware, this gives you more room to make mistakes so you must follow each step accordingly.

Position – You must ensure that it’s easy to find so you can use the help of colors, text, and size of the buttons. Focus on bright and bold text.

Words – Without a doubt, words matter. Thus, the words that you’re using will determine how successful CTA will be. Being boring will make the readers skip past it. Foster curiosity with the help of words such as “read more” and urgency with words such as “buy now”.

Simplicity – Too much of everything can be harmful. Therefore, you should keep it simple to prevent the message from becoming muddled. On the other hand, it’s essential that you repeat the CTA throughout the message so the customer has more opportunities to discover it.

Buying Email Lists

If you purchase such lists you risk losing money as the lists are not updated. Therefore, you will not know how many emails are active. If you have a list already yet you don’t know how many accounts are active, you can use The Checker’s email verification service to validate your list.

Nobody will open an email that they haven’t subscribed to. Therefore, your campaign will be sent straight to the spam folder, the ultimate email marketing mistake ever. After all, it’s likely that the majority of addresses on the list are inactive. Even if some turn out to be real, they probably won’t open the email anyway.

Not Optimizing Properly

If email conversions are low, it’s probably due to the fact that you haven’t optimized it properly and have forgotten about your cell phone audience. It has been noted that around 80% of those that are reading your campaign is using a mobile device. There’s no point of adding informative content, placing the CTA at the right place, and using the right addresses if the customers cannot read the content.

Don’t worry, it’s easy and inexpensive to format the campaign for mobile devices. The main principle is the fact that you have to keep it simple and straight to the point. You should follow these tips:

  • Images shouldn’t be wider than 600 pixels
  • Content should be short and sweet within a single column
  • Use a limited number of images

Before sending out your campaign, you have to test as much as you can to avoid damaging your business reputation. Many businesses don’t acknowledge the fact that details can make a difference in the conversion rates.

Spamming

It’s essential to understand that continuously sending your subscribers emails will not mean better cost conversions. Many beginners make the common mistake of bombarding customers with campaigns so it’s inevitable that they often end up in the spam folder. As well as, spam blockers are more likely to get triggered so you should avoid risking it.

The best thing that you can do is to do a weekly, monthly or bi-monthly schedule that is carefully considered. You will see improvements for:

  • Bounce rates
  • Open rates
  • Click rates

Following a strict schedule will eliminate the possibility of inconsistency. If you don’t have time, you can set up a team. The main idea is the fact that you want to keep the customers engaged and prevent the business from becoming forgettable - which would be one of the greatest email marketing mistakes you can ever do.

Failing To Track

Are you checking your stats?

Even though it seems obvious, if you’re not tracking the conversion rate, you will find it impossible to know what the conversion rate is. There are numerous tools that are currently on the market that will let you know how many people are accessing your website through the email campaign and how many people are purchasing.

Failing to Look Professional

As you know, you will find a lot of sketchy places on the internet. Thus, you shouldn’t blame your subscribers if they’re skeptical towards emails.

If your campaigns look unprofessional, amateur, and complete chaos, the recipients will not be likely to give you the benefit of the doubt. Do you think about high conversions? You can let it go. The best you will get is a ignore to the email.

To maintain a high level of professionalism, you should consider the following factors:

Check Spelling

Understandably, everyone will make mistakes at some point. Nonetheless, it can be awkward to see fatal spelling mistakes such as “Byu Nw” or a missing grammar in the subject line. Regardless of how small it is.

Furthermore, you should also double-check the preview text. Studies show that the preview text has as much effect on the reader, as much as the subject line.

Remove Stock Images

Stock images are everywhere! Hence, there’s a high possibility that your readers have seen those images a dozen times before. In addition to this, many of those images are watermarked. Thus, it makes you look lazy and not interested in the details.

Stay Away from Attachments

Do you know who uses attachments? Spammers do. Your subscribers also know this. Professional email marketers don’t use attachments in their emails unless the subscriber expects them.

On the other hand, you can add an attachment in the form of PDF — for example, an invoice for something the recipients have purchased.

Well-written Content

Sometimes, humor helps but not always. Unless you’re targeting a sailor, you should speak like one, especially in emails. The reason for this is because only a small number of subscribers will understand this type of language.

Sarcasm is also great, but not everyone gets it - and can turn into one of the dreadful email marketing mistakes. Therefore, to remain safe, it’s best to avoid it as much as you can.

However, if you want to spice up the campaign, you can use gamification. If you want to find out more information about this strategy, take a look at this article.

Using Too Much Salesy Language

Your subscribers have signed up to the list to find out more information about the services or products that you’re offering. They certainly haven’t signed up to be extensively targeted by what you want to sell.

Furthermore, you should also stay ahead of your competitors and come up with ways to grab the attention of the recipients. Take into consideration the following:

Personalization

You want to stay away from sounding like a TV commercial in your emails. Your subscribers will have enough of that every single day of their lives. By writing to them as a friend, they are more likely to follow the CTA button. Imagine yourself as a friend, rather than as a salesperson.

Pay Attention To Them

Instead of letting them know how great the product is, tell the readers the benefits they will get from what you’re offering them. You should always make your sales focused on the value they can provide to others.

Conclusion on email marketing mistakes

Conversions don’t come by just by writing an email. You have to put in a lot of effort to ensure that the readers will want to follow the CTA. By taking into consideration the factors above, you will ensure that your recipients will turn from simple subscribers to potential customers.

After all, such email marketing mistakes are easy to fix without consuming a lot of time and effort. Identifying what errors, you’re making is the hardest part on your behalf.

Email Marketing Mistakes That Cost Conversions
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