‘The seven email marketing mistakes you have to watch out for’ was originally born after I read a cool article called:
Seven Deadly Email Marketing Sins, and How to Avoid Them by James Duval
…and of course because I wanted to help you improve your email marketing campaigns and get better results.
James calls them email marketing sins and I call them mistakes, we both think alike, so in addition to his cool thoughts I will add my insides as well…
…and let’s hope you won’t make make those mistakes.
All the results of your most recent email campaign are an enormous success—not just good, but better than anything you’ve ever done before!
For me, incredibly good statistics are just as much a warning sign as incredibly bad statistics. Your first instinct must always be to take a closer look at what’s going on, and then relate to each other all the statistics you’re seeing… Are those phenomenal open rates also translating into click-throughs? Are those click-throughs translating into conversions? (And so on.)
Pride in your work is great, but remember that software and people can both act in some very odd ways. Be sure to track every anomalous result to its source before you break out the champagne.
Not too much to be added here… I will just say that opened emails without sales are the same as untouched emails. You might get your emails opened because of their awesome titles or because people know you, but you also have to make sales… segment your opened emails from the others and if click-throughs and sales are low, than change something, get to know what these people need, because there has got to be a reason for them opening your emails, but not buying.
As soon as an email marketing campaign is delivering (real) results, I have to resist the urge to simply expand it to cover a broader list.
If you expand your campaign simply for the sake of increasing quantity, you are going to run into some serious problems, including subscriber churn and your emails’ being flagged as spam.
There is a difference between greed and growth. You definitely have to be after growth and making more money, but you have to be careful what price you will pay for that. If you have to spam the crap out of the whole world, just to add subscribers, then you might need to think twice before you head this way.
If you have an awesome product or service, people will come… and then buy, and everybody will be happy. Ten people could make you more money than a thousand, so it’s not just the numbers you have to be after, but getting to know your subscribers better.
Sex does sell, but it’s still too risky to put it in email. Anything designed to prey on lust has been done a thousand times by spammers, from herbal supplements to Russian brides and scams.
Even if you have a sexy product, keeping the language low-key can help your email get past those spam filters.
Enough said here.
“How do they get those results when I struggle?”
They’re working for a bigger company, their target audience is subtly (or significantly) different, they have a trustworthy IP that has been around forever… the number of factors that are completely out of your control makes envy completely useless, and anything useless is a drain on your time.
If you are trying something only because it worked for somebody else, you are lost. Leave everybody and their email marketing mistakes and successes alone. Learn your target audience and what they like and need. Something that works for selling cucumbers might not work at all for selling software.
So forget envy and get back to your marketing strategies, your emails and campaigns. Learn what you can from others and implement.
The gluttonous email marketer, on the other hand, bleeds his core audience dry, constantly targeting, cross-selling, up-selling and never letting up. In moderation doing so is superb practice, but taken to excess it will leave many of the targets feeling ambivalent toward or even annoyed by the brand—and that’s when unsubscriptions happen.
You are in for the money, but also to deliver… treat your customers as you want to be treated. It’s not a secret you can not please everybody, but you have to do the best to try. unsubscribers are nothing bad, cause this way you clean out your list and let the non buyers leave… however you should not get too many unsubscribers.
Being angry with any customer is an obvious email marketing mistake and it doesn’t even need discussing. Simply miss being like that, ever!
When your email marketing campaign is just chugging along nicely, generating a decent ROI, healthy open rates, and a satisfactory CTR, that’s when sloth and apathy come calling.
If you think you’ve hit a formula for writing good email marketing copy, trust me… you haven’t. You’ve found a way to sell based on your natural personality and charm that got people to listen to you in the first place.
That’s totally right… you can always get better and better at copywriting, but there is no email marketing formula.
You need testing, improving, researching to keep your email marketing campaigns profitable all the time.
Let me know if you liked this article and stay awesome.