email marketing mistakesWhen used correctly, email marketing can be a powerful marketing tool for your company.

Unfortunately, we see many businesses making vital mistakes with their emails everyday, rendering the whole operation pointless and potentially even brand damaging.

Here are 5 email marketing mistakes that many organisations still get wrong:

  1. Always selling

People love buying, but they don’t like being sold to. If the emails you are sending out are just sale, sale, sale, it is very likely you are putting your customers and prospects off from using your business. Emails should add value and be something the people on your database look forward to receiving – it is all about building relationships and awareness of your brand.

  1. Sending too often or not enough

As long as you’re providing valuable content, it is likely people will want to hear from you…however sending emails every day is likely to irritate them. There is a clear line between bombarding your prospects and not sending enough emails. A customer survey where you ask about communication could help you determine the optimum amount of times to contact them.

  1. Sending emails without a plan

Like any marketing activities, there needs to be a solid plan behind your email marketing so that it integrates effectively with your other marketing channels. This ensures your content is varied and that you are emailing people with relevant information. We’ve all got those emails in our inbox that say the same thing every time. Do you pay them any attention? Probably not. A solid plan can help you stand out from your competitors.

  1. Not including an unsubscribe list and information

It is a legal requirement for you to include your company address and an unsubscribe button on your emails. If you’re not doing so, you put yourself at risk of being reported. Now and then people are going to unsubscribe, but this isn’t a problem. It is better to have a list of 100 hot prospects, than a list of 1000 uninterested ones.

  1. Not analysing results

Many email sending systems will provide you with stats of who has opened what and if people have clicked through to your website. Using these statistics, you can follow up leads more effectively as they are likely to be warmer than just calling someone out of the blue. It can also show you what type of emails are popular, allowing you to feed this back into your marketing plan.

Need help with your email marketing? Give us a call on 01522 837232 or email lincoln@fillthegapmarketing.co.uk.


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