Ding! A notification previewing your third email of the day from Nordstrom has just popped up in the right corner of your laptop. Are you eager to click? Annoyed? Or will it simply blend into the endless pool of spam without a single notice? That all depends on how well they’ve formulated these emails.
It has been said that “Email marketing is out.” But is it, or are some businesses just doing it wrong? This week for #MarketingMonday, we’re going to uncover the top 3 mistakes in email marketing.
“91% of US adults like to receive promotional emails from companies they do business with.” (MarketingSherpa)
#1: Consumer Experience
Failing to consider the consumer experience is one of the biggest mistakes one can make in the content creation phase of email marketing. While drafting that awesome email chain that’s going to blow everyone’s mind, it is important to put yourself in the shoes of the person that will be reading it. In order to do that, you have to think about what you want your target audience to gain from the message and why they should care. It will need to both educate and entertain the consumer in some way. As a pro-tip, ask yourself – “Would I find this worth reading?”
#2 Call To Action
Now that you’ve decided what you want your audience to gain, start digging even deeper. What do you want them to DO? A clear call to action should always be present in your promotional email. For example, “Call today for more information,” or “Click here to view our inventory.” Be sure to make this final blurb, phrase, or question visible to your reader. Don’t let it get lost in the middle!
Mistake number three of our top 3 mistakes in email marketing may very well seem like an obvious one, but hear me out. Yes, by proofreading I mean double and triple checking for grammar, spelling, and all of the things. In addition though, are you being consumer-centric? Your email should be as non-salesy as you can make it. Talk about your reader, not your product/service. Again, focus on what they will gain.
When done correctly, email marketing can build credibility, generate leads, strengthen customer relationships, and improve communication!