While researching different marketing strategies for your online or offline business, you must have come across a simple term called email marketing and would have wondered what it meant, what are its advantages, how can you use it for your business, what are the mistakes that companies make while trying their hands on email marketing and how can you avoid committing those mistakes. If that is so then you are in the right place. This post should answer all your general queries, and by the end of this article, you will be equipped with enough knowledge that will send you on your way of consistently starting and running a successful email marketing campaign. So, just hang around for a little while. You won’t regret it.
Let’s start with answering the basic question and dispelling all the misapprehensions that you have on email marketing. Email marketing takes place when a company sends a commercial message to a group of people by use of electronic mail. It helps to build customer loyalty, trust in a product or company or brand recognition through advertisements, requests for business, or sales or donation solicitation. Email marketing is a cost-efficient way to stay in touch with your clients while promoting your business.
Email marketing has many advantages, but the two biggest ones are affordable price and easy to use. Compared to the other types of marketing, it is an inexpensive way to advertise your company and its products and services. One can send newsletters to the email list to provide them with news updates about your company, special offers, and upcoming events.
If you still believe that email marketing is not worth your effort, let’s look at this simple case study, which will probably make you think otherwise. According to many studies, the top listing in Google’s organic search results receives 33% of the traffic, compared to 18% for the second position. So, let’s start the case study by assuming that your website in on the top in the search result and receives 33% of the traffic. That’s a good thing, right? And studies have shown that on an average, 2% of the visitors convert into buyers the first time they visit your website.
So, assume that 33% of the thousand people have clicked on your link. That will make 330 visitors, and out of this 330 visitors, only 2% will turn into your customers while the rest will leave your website without any major interaction. That will give you only seven customers out of 330 visitors. That’s a lot of wasted traffic and opportunity. But thankfully this problem is not without a solution. You can capture the rest of the precious traffic using, drumroll please, email marketing! Whenever someone visits your page, you can send them a pop-up, asking them for their email, asking them to subscribe for the weekly newsletters—but remember that your newsletters should provide some kind of value to your customers or else they won’t share their emails with you.
Now that we have seen how cool and effective email marketing can be, let’s take a look at the top five mistakes the companies make while employing it in their marketing plan.
Top 5 Email Marketing Mistakes to Avoid in 2018
1)Murdering your email list.
People say that money is in the list (Email List), and they are absolutely right about that. Most of the people, who create an email list, know this fact and yet many of them fail to take advantage of their list. In fact, they kill their list and all the efforts they put in creating that list by not sending out regular emails. Most of the small companies are guilty of this. If you don’t send regular emails, your audience will forget about you and your brand.
2)Failing to follow up with new subscribers.
Nothing could be more frustrating than being asked to check your mailbox for the email and finding nothing in there but your old emails. This happens a lot. There are websites that tell you that you will receive the newsletter soon but you end up receiving it after a day or so. This is a bad practice that can harm your list. It is true, that you can’t respond to everyone every time but you can have autoresponders embedded in your site that can quickly respond to new subscribers. This will show them that you value your customers.
3) Sending the same email to every person on the list.
This is another mistake that many companies make. You should avoid sending the same email to every person on the list because everybody is on a different stage in the buyer’s journey. Let’s assume there is a person who is interested in taking the workshop on blogging while there is another person who is not sure if he understands blogging and its advantages. You will create an email, promoting your workshop, and send it to everyone. The person who is considering blogging will be interested while the person who has no clue on blogging will think that you are spamming his mailbox and will most likely unsubscribe you.
4) Not segmenting their list.
This is again about avoiding sending the same mail to everyone, which can be done by segmenting them based on the blog from where you get their id or based on the link they clicked in the email. You can use autoresponders and automation to do the segmentation.
5) Not having a follow-up email series.
When it comes to marketing, planning is the real king. If you don’t know what kind of emails you will be sending to your subscribers for the next six weeks, then why are you even bothering to build your list? You should always plan ahead and prepare at least six emails that you will be sending to your new subscribers for the next few weeks. But if you are still unsure then simply send them your content, the link to your new blog post. There are many advertising email templates that you use to create your emails. But avoid spamming with advertisements. No one likes that.
Now that you know the benefits of email marketing and how to avoid the mistakes then what are you waiting for? Go out there and start creating your email list because money is in the list.