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Mistakes.. While Doing Email Marketing

Ignoring segmentation

Every week you design your emails (Email Marketing India) with the latest articles and promotions, you add all the content, and you send it to your entire email list. What’s wrong with that? Aren’t you supposed to send emails? Well, yes, but here’s the problem with sending your email to all your subscribers.

Email Marketing IndiaSince you have limited time, instead of forgetting about segmenting all together, you should at least separate your audience into different groups that have certain similarities. There are three main ways you can segment your audience:

Demographic

This includes information such as age, gender, company position, and income level. You can use demographic data to tailor your message and increase the relevance of your emails, which also increases the effectiveness of each email you send. You can get most of this information during the signup process.

Geolocation

Knowing where your subscribers are located can be powerful if you run a local business. You can use geolocation segmentation to send the following types of email campaigns:

Time-based. If you have customers across different time zones, you can send the emails to adapt to their local hour. Who likes to get a promotional email at 4 AM after all?

Regional promotions If you have several stores in different locations (within a city or region), you can send focused emails for discounts for people who are close to a store.

Location-specific content. You can use the subscriber’s location to use it in your content, subject line, and images.

Transactional

This represents those subscribers who have made past purchases and other related triggers related to their shopping behavior. Some examples of emails based on transactional segmentation include:
1. Sending upsells and cross-sells that reflect previous purchases.
2. Winback campaigns based on the time of last purchase.
3. Discounts based on the price sensibility of a segment.
4. Loyalty programs based on the number of purchases made.

That’s enough to make you want to start using segmentation in your emails.

Using a boring subject line

People get heaps of emails every day. How will your company stand out if your emails have unappealing subject lines?

The importance of subject lines isn’t a minor issue. 33% of email recipients decide whether or not to open an email based on subject line alone.

So making your subject lines click-worthy is a must-do.

One effective way to make your subject lines attractive is by using urgency. What drives the power of urgency is scarcity. If you specify that scarce object of desire, people will want it. In the case of subject lines, people will open the email to see how they can get what they don’t have.

You can also add urgency to your subject lines is by setting a specific deadline. If the offer lasts until a specific date, add it to the subject line.

Another effective way to add urgency to your subject lines is to include phrases such as:

Today only
Few products left
Last products available
For X hours only
24-hour giveaway
It’s also important not to promise something that you won’t deliver in your email. It’s an easy way to get ignored forever.

Get the How to Be an Email Subject Line Superhero guide

One of the hardest tasks any email marketer (Email Marketing India) has is to define how many emails to send their subscribers.

In 2015, TechnologyAdvice ran a survey in which they asked 472 U.S. adults, “For what reasons have you marked a business’ emails as spam?”

At first sight, you would have imagined their answers would include “irrelevant content” or “bad promotions.”

45% said it was because they received too many emails.

To test the point of saturation, you can start reducing the number of emails sent up to the point where you see a decrease in engagement and revenue. You can try the same but inversely: increase the amount sent up to the point the revenue decreases. Remember to communicate any changes in send frequency or cadence to your subscribers in advance.

Sending emails inconsistently

As observed previously, some companies send too many emails to their subscribers.

But there’s another common mistake that many companies make

They send too few emails

This may be due to the fact some companies don’t see the value of email. Some still have a hard time understanding the value of email marketing and why they should use it. Other companies may not have enough resources to spend on email marketing.

Whatever the case, if your company sends emails irregularly, your subscribers may forget you.

The key to a successful email marketing strategy is consistency. That means, sending emails regularly. Whether that’s once a week or twice a month; people should be able to expect your emails at a given frequency.

Overcomplicating the design

Instead of overcomplicating your email design (Email Marketing India), you need to make it simple. Check out our email design checklist for helpful tips to create emails that convert.

Your emails should always be in sync with your brand and your overall design aesthetics but if the design lessens the impact of the content within the email, you may not get the results you desire.

Remember that email is a communications channel; the goal is to talk to your customers, to educate them, and hopefully, motivate them to buy from you.

Images and visuals are absolutely a critical part of marketing your product or service. If you didn’t add any images to your emails, it could be fatal to your branding and your conversions. The key, however, is to hit the right balance of content and images in a way that will benefit both your email’s performance and your subscribers.

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