There’s no doubt that email marketing can be a powerful tool for small businesses. It’s a great way to have direct contact with your customers and can be used to nurture relationships, create leads, drive traffic and ultimately grow your business. While it sounds like the perfect marketing opportunity, there is little standing between your readers and the unsubscribe button, so tread carefully. Here are four common email marketing mistakes to avoid.
1 Spelling mistakes and broken links
Before you schedule your email to send, be sure to proofread it thoroughly. Then proofread it again. Then give it to someone else to proofread. Never send an email out to your entire database that has spelling mistakes or broken links, its not professional and it’s frustrating for your recipients. Always send a test email so you can double check your links, and don’t forget to check the spelling of your subject line too.
2 Emailing too much (or not enough)
One of the fastest ways to get your audience to unsubscribe from your emails is by contacting them too often. Remember, everyone is busy and no one wants to be spammed. To avoid these issues, it’s best to set expectations from the start, and let your audience know how often they can expect to hear from you – or let them choose the frequency. On the flipside, not emailing enough can confuse your audience and leave them either wondering what happened to their subscription, or they may even question who you are or if they did actually sign up to your email subscription if too much time has passed.
3 Not offering any value to your reader
Your email marketing list should be nurtured. These people kindly gave you permission to email them, giving your business access to their inbox on a regular basis. Make sure you respect that decision by offering value to your readers. Are your emails informative and helpful? Have you given your readers are reason to open them and read them? Don’t take a selfish approach when it comes to email marketing and simply drive for clicks-throughs. Generously give out valuable content so you can reward those on your email marketing list.
4 Poorly formatted
In this digital age, you need to make sure your emails are formatted for mobile. Emails that don’t display well on mobile are destined for the trash can. Ensure your emails are well-designed and easy to read, no matter the size of the screen. Take elements of your branding and website and ensure your newsletters are an extension of your identity. Choose easy-to-read fonts and have a clear call-to-action. Make sure you always include your social media handles so you can encourage your readers to follow along any way they choose.