6 Things You Should Never Do With Your Email Campaigns
When executed properly, email marketing campaigns can be a great way to build content. Done improperly, email campaigns can chew up countless hours with no reward.
Point being, sometimes learning how to do things the right way requires learning what to avoid first.
Below are 6 things you should never do with your email campaigns.
1. Use the wrong mailing list
The most common mistake made in email marketing campaigns is using a mailing list that targets the wrong audience. No matter how great your ad copy, it will not be effective unless you reach the right market.
Purchasing the right mailing list is not easy because many companies will sell you lists without matching them with your targeted audience. Also, be wary of companies that offer to mail on your behalf because they typically distribute to random, unidentified populations.
2. Poor ad copy
Create branding and copy that captures the attention of your audience.
Typically, people do not immediately start reading the bulk of your content. They first start with a brand’s aesthetic then, move on to main words or phrases that stand out and finally, an ad copy is read.
Make sure that your ad is visually appealing, displays slogans, titles, and words that stand out. Ad copy should always be brief, descriptive, and call for a response.
If your ad copy has typos, poor grammar, or misspelled words consumers will be less likely to respond.
3. No call-for-action
Make sure to include a “call-for-action,” or encourage a response from consumers.
A call-for-action might be a coupon, sales event, a free consultation, anything really, but if you don’t include some reason for the consumer to respond, chances are, they won’t.
4. Busy layout
Direct marketing is not a good advertising vehicle to go crazy with design. Save the fancy stuff for marketing brochures and websites where readers have come to find out more information about your business.
Direct marketing most often involves reaching new markets, which means unsolicited intrusions into the lives of consumers.
The very nature of direct marketing calls for you to be brief. You are taking up consumer’s time- respect that in your ad!
Ads are typically postcards, inserts in mass mailers, a small banner ad in a publication, etc. Do not try to cram visual elements or words into small ads. If the space is small, design the ad in proportion to the space.
5. No professional marketer
Unless you are both a graphic designer and marketing professional, it is not likely that you will be able to develop the best campaign for your business.
Hiring a professional to help with your email marketing campaign can get expensive. On the other hand, doing it wrong will end up costing more because you will get unfavorable results and eventually have to cover your tracks.
6. Ignore social media
The most successful campaigns come from using social media. Since social media occurs in real time, you are able to contact recipients and get responses immediately.
Having said that, do not use social media as your only point of contact. Instead, use social media as a back up for your main distribution avenue. Not all businesses will need to utilize social media, but those that do should list that account on their main website. Try contacting through Twitter first, and use Facebook to establish further relations.
Avoid these 6 points with your next email campaign to increase its effectiveness and greater the chances of success.