Email Marketing Mistakes to Avoid
Not Including a Call to Action in Your Emails
Every time you reach out to your audience you need to give your prospects a call to action. The CTA is so important because without it, what is the point in marketing your business online? When telling your email subscribers what you want them to do, be direct.
Tell them exactly and precisely what step or steps to take to achieve the intended result, and only include one call to action per email. You don’t want to confuse your list subscribers by offering a bunch of choices. Your messages get watered down, and a lot of the time, your email reader winds up doing nothing at all.
Even if you are just reaching out to convey a piece of news or deliver a piece of information, do so in such a way that a CTA is a natural part of the conversation. You can use these email marching orders to drive traffic to your website or blog, build a social media presence, or sell products and services that improve your bottom line.
Forgetting That Email Is a “Short Form” of Communication
Emails should be short and to the point. They should also be a little less formal than some other forms of communication. The HubSpot blog reports that data taken from 40 million emails shows emails of less than 200 words were more effective than longer emails. If you can keep your word count to somewhere between 50 and 125 words, all the better, because that length performs the best.
Remember that you are speaking to someone in a personal, one-on-one basis. When someone decides to open your email, they feel like they are enjoying a face-to-face encounter. This means a casual conversation, and not a lengthy one. In some cases it may be necessary for you to write emails of 200 or 300 or more words. When that can’t be avoided, don’t worry about it as long as it is just an occasional situation now and then. If your email runs more than 300 to 400 words, consider making a blog post or article and just send a link to it in a short email.
Emailing on the Wrong Day
For whatever reason, research shows that Tuesday is the best day for sending emails. It may be the fact that a great majority of people begin their workday the previous day and are trudging along at the beginning of the work week, and they need a distraction. MailChimp, HubSpot and Campaign Monitor report that engagement, conversions and sales are higher for email sent on Tuesday than any other day of the week.
If for some reason you can’t reach out to your audience on a Tuesday, Thursday is the next best-performing day to hit the inboxes of your list. Wednesday is the third best day. Most of the time, emails sent on Saturday and Sunday don’t perform very well.
However, you could use this strategy to your advantage. A lot of internet marketers skip the weekends, so fewer emails are sent then. Experiment by delivering emails on the weekend and watching how they perform, and don’t forget Tuesday, Thursday and Wednesday as your best days for email marketing success.
If the Day You Send Your Emails Is Important, so Is the Time
The data referred to in the last tip also revealed the best-performing timeslots during the day for Internet marketing success. While this can certainly vary from industry to industry or according to your schedule and the needs of your market, the research was pretty compelling. Across multiple markets and niches, there were definite good and bad times of the day and night to send out email.
Shooting out an email between 10 AM and 11 AM in the time zone of your audience produces the best results. This is probably because people have already cleaned out their email inboxes earlier in the morning, so it isn’t crowded. Oddly, between 8 PM and midnight was the second time frame where emails were effective. It seems that a lot of people like to check their email before going to bed, so if you can’t hit the 10 to 11 AM slot, consider saving your email for a nighttime delivery.
Don’t Go Long on the Subject Line
As you learned earlier in this report, most people access the Internet from a mobile device. Email marketing gurus in the know realize that approximately 55% of all emails are now opened on a smartphone or tablet. What does this mean as far as your email subject lines go? It means to keep them short my friend.
Smaller screens mean your email subject line may be truncated if it is too long, depending on the email service provider being used. Studies show that 50 characters is about the limit you want to flirt with on your subject lines. Any successful copywriter will tell you it is much more difficult to write short copy than long copy. This means you may have to work hard to keep to that 50 character length, but the statistics tell us it pays to do so.
Only Selling, Never Helping
Make sure that the majority of your emails are just plain old helpful to your readers. They’re not asking your readers to buy anything or sign up for anything – they’re just helpful emails to give them results. Use the ratio of 3 helpful emails to 1 selling/asking email.
Only Helping, Never Selling
One the other hand, you are blogging to earn an income, correct? So be sure that you ARE actually selling in your emails every once in a while. You don’t have to beat your readers over the head with sales offers but try to find a few affiliate products – or create a few of your own – that actually HELP your readers. And then use your emails (every fourth one, per above, remember!) to recommend those products!