With the increasing number of people turning to e-mail marketing, the competition is getting tougher every minute. To succeed in this mad scramble, it is not just enough to widen your reach or get the maximum number of hits. It is also about turning the interests into results. To beginners as well as to those who are already into the business, e-mail marketing can be a highly effective way of promotion and marketing if you know how to pitch your campaign just at the right spot while avoiding some basic mistakes, which can render your campaign invalid.
Sending e-mails without permission: The first and foremost rule of effective e-mail marketing is that before starting to send business e-mails to people, obtain their permission. Sending e-mails to those who have not given you permission will not yield any result. On the contrary, your message will be labeled as spam. Don’t cheat or copy mailing lists from other websites. Rather, obtain permission for commercial communication personally.
Good e-mail marketing requires fairly easy subscription and unsubscription option. Give your audience an opt-in option. A double opt-in option, where you use check boxes and ask people to check them if they want to receive newsletters along with an e-mail subscription confirmation, is a much better way of having people on board, as you will have double permission for sending e-mails.
Over ambition: E-mail marketing requires reaching out to a large number of people, but it is of utmost importance to convince those people to do business with you. Creating an extra large mailing list that does not match with your budget and mailing each one of them will seldom yield positive results. Instead, have a genuine mailing list, even if such a list is small, and work on convincing those people by sending specific number of mails over a period of time about your product or service, which will yield much better results.
Bad campaign plan: A bad campaign plan is certain to doom your e-mail marketing plans. Like other forms of marketing, e-mail marketing requires extensive research and proper planning. Here, it is not only about individual e-mails, but also about the whole campaign, which needs to be planned properly. Right from deciding your target audience to creating the right copy and settling on the frequency of e-mails, every step must be properly planned.
Irrelevant and uninteresting copy: In case of e-mail marketing, your copy is your main weapon. Stuffing your copy with irrelevant information and complicating it unnecessarily will not make any impact on the reader. Your copy must be accurate so that the reader gets your message clearly. Your reader does not have the whole day to waste on a single e-mail. If it is incoherent and uninteresting, it will surely reach trash. A creative sense is also highly important in such a case. Your copy must stand out. It should be innovative, attractive, and have the ability to arrest the reader’s attention at the first glance.
Bad timing: Effective e-mail marketing requires you to hold on to your readers. Bombarding your audience with similar messages is bound to irritate them. Your messages must be timed properly. You must give your prospective buyers the time to get used to the idea that you want to convey. A number of messages over a period of time will yield better results.
Wrong subject line: Sending a subject line with all the letters in capitals will render it as spam as will the use of too many special characters. Also, the subject line must state in a brief manner the objective of the e-mail. Your reader must know what the e-mail is all about.
Weak call to action: E-mail marketing needs fast action. For this, you need to give strong calls to action. Your newsletter must contain appropriate links, which the readers can use in case they need more information or when they decide to visit your website.
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