Businesses often make mistakes that cripple their email campaigns. As a result, they get low response rates and question whether they can justify the cost of email marketing.
If this sounds familiar, spend some time evaluating your tactics. By avoiding the following mistakes you can breathe new life into your email strategy and enjoy a healthy return on investment.
1. Your Subject Line Is Too Long
Most email inboxes display a fixed number of characters from your subject line. This especially holds true for mobile users. In other words, if your subject line is too long, it may seem unclear to a majority of users who open emails on mobile.
You have only one chance to captivate the attention of your recipients, and you must say it using only a few words. Your goal is to motivate someone to open your message and then read it.
Whenever you write a subject line, revise it to eliminate unnecessary words. To be sure, use words that accurately reflect the contents of your message and make your subject line stand out in crowded inboxes.
You can also personalize your subject line using your mailing list software. When people see their name in their inbox, it becomes even more intriguing. Also, avoid making the mistake of reusing your subject lines.
2. Your Message Is Lengthy With No Real Value
People have only a limited amount of time to spend reading emails. For this reason, you should ensure that your messages are concise and easily readable. When you do this, you encourage your recipients to read what you have to say and respond to it.
Writing long, rambling messages that have no clear purpose waste time and can get busy subscribers to blacklist your emails. Instead, build a reputation for your brand by delivering value inside every message.
Meanwhile, be sure to keep your content short and sweet. Doing so increases the impact of your message. As a rule, aim for creating emails that people can read in a half-minute period. Also, use plain language and focus on fostering engagement rather than pitching sales. Include practical tips that solve problems and explain how to use your products and services.
3. You Didn’t Find Your Email Frequency Sweet Spot
In many ways, the number of emails that you send affects your results. Companies that have achieved a measure of success from their email marketing campaigns face the temptation of sending too many messages, which can become self-defeating.
So, an important part of your job as a marketer is determining the right number of messages to send. By sending too many, you might get more exposure, but you can also weaken your brand and come across as a nuisance. If you send messages too often, even faithful readers will either unsubscribe or relegate you to their spam folder.
When you send too few messages, people forget about you and your brand. In other words, you need a minimum amount of exposure to maintain brand awareness and keep your competitors at bay.
Generally speaking, people prefer receiving either weekly or monthly emails. Moreover, daily messages are too many for most people. In the end, optimize your campaigns based on your recipients and their preferences.
4. Your Email Address Looks Spammy
Even when they have an effective subject line, many messages hit the trashcan because their sending address looks suspicious. After all, no one wants to risk opening a message from a spammer or scammer. Furthermore, many spam and malware filters will automatically delete such emails.
Although you can safely use addresses from Gmail and Yahoo for casual correspondence, a good idea is to use one from the same domain as your website. When choosing your email provider, keep in mind that Gmail and Outlook offer the advantage of allowing you to recall unopened messages after you send them. In other words, you have some leeway if you discover a mistake after clicking “send”.
5. No Call-to-Action
What happens when you send an email that has a fantastic subject line, a professional sender address, and concise content? The answer is “Nothing,” if you never ask your readers to respond. Why go through the trouble of sending marketing emails if you get nothing in return?
Instead, increase your response rates by adding a visible, easy-to-tap call to action button to every message. When properly composed, your call to action communicates a sense of urgency and can inspire recipients to act. Additionally, your call to action puts you in control of what you want your readers to see next.
Stop making the above mistakes so you can improve your email response rates. Appropriate timing, when combined with a properly composed subject line and professional email address, can persuade people to open your emails. Once your readers see actionable content and a clear CTA, you will get the results that you deserve from your email marketing strategy.
Author bio: Ashley Wilson is a freelance writer interested in business, marketing, and tech topics. She has been known to reference Harry Potter quotes in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. Connect with Ashley via Twitter.