Email marketing is a valuable tool to have in your arsenal, but let’s be frank, it’s easy to suck at email marketing.
According to a recent study conducted by HubSpot, more than half of digital marketing professionals feel an increase in email marketing engagement is a top priority, and luckily there’s plenty of opportunities. Approximately 85% of email users would like to receive promotional emails from companies they do business with at least once per month while 15% would like to see them daily.
But creating a marketing email isn’t as simple as penning one to your mom telling her happy birthday or emailing your college professor asking for an extension. They require a lot of thought, razor sharp syntax, and next-level graphics. And before you can even dive into all the technical madness, you need to first manage your email marketing list. In fact, a lot of brands suck at email marketing, here’s how:
- You cared more about your reputation in high school
In email marketing, your reputation is often all you have. Allowing typos and misinformation to slip past your review process and making it into recipients’ inboxes is a quick way to diminish your brand’s reputation. Once it’s gone, it’s hard to get back.
- Pray and spray is your motto
Put together a generalized email and send it to 20,000 people and you’re bound to see some ROI, right? Wrong! Personalization is the name of the game. You’re much better off sending personalized content to 300 people.
- Spam is Ham in a can
Are you sending countless emails and getting zero engagement? Your emails are probably getting snagged in their spam filter. One of the best ways to avoid the spam folder is by avoiding purchased lists.
- “Free” is your favorite word
Like we said before, users love promotions, but if your go-to word to spur opens and clicks are “free,” you’re going about it all wrong. Specificity is the name of the game. Offer a specific percentage off a product or service and try throwing in a gift. Free promotions always make users think there’s a catch.
- You’re stuck using Outlook
These days, there are many email service providers to choose from, and they’re all vastly stronger than Outlook.