4 E-mail Missteps to Avoid
October 16, 2015
E-mail is a popular marketing solution for keeping in touch with prospects. But the delivery, filtering, and other technology can land you in a person’s spam box if you’re not careful.
Kevin Layton, CEO of digital marketing provider Data Dynamix, offers some of the most common missteps he sees that every online marketer should avoid.
Read more: Why Your E-mails End Up in the Trash
1. Boring the audience. Online marketers can bore their audience in several ways, from dull subject lines to verbiage-laden text only e-mails, to emails that only talk about the company and provide nothing of tangible or even perceived value. “While email can feel one-sided, it is really intended to be a conversation—the start of one,” Layton notes. “Savvy marketers understand this. For a better success rate, provide an enticing offer and certainly an eye-catching subject line to encourage positive open rates.” Also, incorporate colorful and well-branded graphics to go with your e-mail and draw more attention to the content. Make sure the articles caters to your e-mail audience’s interests.
2. Annoying the audience. “Your audience will love hearing from you if you are providing value in a way that gives them room to breathe—to consider your office and how it fits into their own needs and objectives,” Layton notes. “Understanding the ‘pulse’ of an industry and the standards by which they operate is a great starting point to determine a suitable frequency and timing of emails. When you find the sweet spot, you’ll know it and your audience will respond to your campaigns in kind.”
3. Confusing or bombarding the audience. Don’t fill your e-mails with too many messages at once or you’ll overwhelm the reader. “There should always be one clear call to action and any messaging or imagery, and links should always direct the customer to a landing page where they can act upon that main call to action,” Layton notes. “When an email campaign vehicle is cluttered with multiple messages—to purchase one thing, call for a free consultation, follow the brand and more—the recipient can be distracted from the main reason for the email. Stick to one primary message around which all else is focused and be sure to tell your potential customer what you want them to do next. Don’t cause them to wander aimlessly around your website or landing page.”
4. Missing the audience. Filter your e-mail list, such as one for buyers and another for sellers. But look to even filter further so that you can craft more targeted e-mails to reach your audience at where they are. “Online marketers can use list segmentation filters to target an audience with a high likelihood of being receptive to your message,” Layton says.
Updated: November 23, 2020