When done correctly, email marketing has the potential to generate an extremely impressive ROI. However, because it’s such a low-cost marketing tool with the potential for maximum results, it is often abused. When business is slow, managers may think sending more emails will provide a quick solution. That’s not always the case. When planning your email marketing campaign, make sure to avoid these 5 mistakes:
1. Not Doing Your Own Research
When it comes to email marketing, there’s all kinds of information on the web regarding best practices. It’s easy to find tips and recommendations for creating an optimized campaign, but you have to remember that there isn’t a one-size-fits-all campaign. A/B test your emails and figure out what works best for your company.
2. Not Understanding Your Customers
Getting to know your customers will provide you with the information you need to craft better customized messages that cater to their needs.
3. Sticking to a Strict Schedule
If you stick to a particular schedule without ever testing other options, it’s likely that you will be missing out on opportunities to gain extra revenue. Test to see whether you’re sending too many emails or simply whether a different day or time works better for your particular customers.
4. Copying the Competition
If you’re new to email marketing, it might be tempting to just do what your competition is doing. If it works for them, it must work for you, right? Not necessarily. Think about the specific goals of your email marketing campaign. Make sure you’re not sending out emails simply because you feel like you should be. Instead, only send emails that are useful to your audience.
5. Not Using the Proper Email Service Provider
There are many email service providers to choose from, and each has its own advantages. Are you using one simply because your company has always used the same one? Consider which analytic tools are most useful to you, and choose a provider that best satisfies your requirements.