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Email Marketing Blunders That Cost You Leads and How To Avoid Them

Email marketing is an effective tool to build relationships with clients and start telling them about your product or service.

Through using email, you can boost engagement with content and drive business, such as by promoting a webinar or trying to make an initial sale. Emails provide value to readers and increase brand exposure by broadcasting information to a loyal and engaged audience.

Whilst email is a great channel for communicating directly with an audience, not every email marketing campaign hits the mark. You can be consistent with your emails and still not see the outcomes you are looking for. Here are four common mistakes businesses make with their email marketing, and what to do instead to drive conversion.

Using too much sales language

Emails that are too salesy can turn off recipients and lead to lower engagement rates. Whilst it may seem counterintuitive to tone down the sales chat, jargon, and hard-sell language can put people off as it sounds spammy, generic, and self-centred.

People don’t want to hear about your product, they want to know how you can solve their problems. Provide value by highlighting the benefits and outcomes of your product and how it will help them solve their problems or achieve their goals.

Don't forget to include a clear call to action. In doing so the audience have a clear direction of the next steps to take. This can include inviting them to reply, schedule a meeting or visit your website to learn more.

Not testing and tweaking

Failing to test and tweak your email campaigns can result in missed opportunities to drive conversion. Testing and tweaking allow you to optimize your email campaign for different variables such as subject lines, content, design, timing, and audience segments. As a result, you'll see improved engagement and conversion rates through higher open and click-through rates.

A/B testing is the most used method for testing email campaigns. This type of testing involves comparing multiple versions of an email that differ on one element such as subject line, image, or design.

The subject line is the first thing your audience will see when your email lands in their inbox. The quality of your subject lines can make or break your campaign performance. If it isn't enticing you'll suffer from poor open rates. A good subject line should be concise and share the key benefits of the email in a single line.

Ignoring sender reputation

A poor sender reputation increases the chances that your emails will end up in customers’ spam folders. By ignoring sender's reputation, you run the risk of poor deliverability and performance. Checking how emails perform on different devices, browsers, email clients and mailbox providers can improve the deliverability rate of your emails and overall sender reputation.

Furthermore, the content you send needs to be relevant and valuable to your subscribers, or else they’ll start clicking unsubscribe. Avoid spammy words and phrases, then test and optimize for the best results. Thankfully, with Bdaily there’s a strong sender reputation so placing an advert in our daily news bulletins or sending an eShot with us will put your business to business message in front of thousands of business interested readers looking to hear from the community.

Overwhelming email body

Lengthy blocks of copy can make your emails too long, boring, or confusing to read. Business professionals receive hundreds and thousands of emails daily and may not have the time or patience to read through a wall of text that doesn’t get to the point quickly and effectively. They may lose interest, skip important information or delete your email altogether.

Avoid this by using clear and concise language that gets straight to the point. To do this, break down your email into bite-sized sections, using formatting elements such as headers, bullet points, white space, and images. This will help make your email easy to scan and digest key pieces of information. Keep sentences and paragraphs short aiming for no more than 20 words per sentence and three sentences per paragraph.

In summary, taking the time to connect with your audience on a personal level through conversational tone can increase the engagement of your campaigns. Make your content easy to read and get to the point quickly and it can never hurt to test and test again to optimize performance and drive results.

If you want to reach an engaged business audience with email marketing but don’t know where to start Bdaily Marketing can help. Send us the content and we’ll take care of the rest. To find out more take look at our website or send us a message.

This was posted in Bdaily's Members' News section by Bdaily Digital Marketing Team .