This is why the email campaign should compel the recipient to head in that direction and facilitate in an intuitive, efficient and streamlined fashion.Īt a high level, email marketing seems simple enough but, when you dig into all of your options with data filters in particular to specifically target certain audiences, it becomes clear just how complex the endeavor really is. Keep in mind that even the best email marketing vehicle won’t convey your message as effectively as a well-conceived and executed website.
That means clearly written and formatted content as well as clean, fresh graphics and design. The best email campaigns are those that keep the design interface and messaging simple. While you can include all of these bells and whistles from a technical standpoint, it’s simply not necessary or even beneficial to do so. As touched on above, they often try to throw everything they've got at their audience in the form of too much written copy and too many design features such as star bursts or complicated shapes. Marketers get excited when they’re embarking upon an email marketing campaign. Don’t cause them to wander aimlessly around your website or landing page. 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.
Email faux pas free#
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. 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. When you find the sweet spot, you’ll know it and your audience will respond to your campaigns in kind.Īll too often online marketers try to cram too many messages into one email, trying to accomplish or convey too many things at once. 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. 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. Of course, finding the “sweet spot” for the timing tolerance of each audience takes a little experimenting, observation and an understanding of the industry in which they operate. You know the feeling when you get interrupted by a little fly buzzing around your head, and then again 30 seconds later, and then yet again 30 seconds after that? Don’t be the little fly pestering people too frequently. Ultimately, think about how you can provide value to those on your email list. Provide valuable resources, articles, offers and calls to action that truly give something to your email audience. Design colorful and well-branded graphics to appeal to our world’s love of visual content. For a better success rate, provide an enticing offer and certainly an eye-catching subject line to encourage positive open rates. While email can feel one-sided, it is really intended to be a conversation-the start of one. There are a ton of ways online marketers can bore their audience, from lackluster subject lines to verbiage-laden text only emails, to emails that only talk about the company and provide nothing of tangible or even perceived value-the all-important “what’s in it for me” factor. Proceed with abandon and it’s likely you’ll end up wasting time and money on failed email campaigns.Įmail campaign failure can happen for a multitude of reasons, and the 5 missteps listed below are among the most common and easily avoidable offenses that every online marketer should take proactive measures to avoid. While email marketing is definitely not rocket science, there IS a certain degree of skill and artistry involved in crafting a winning email campaign. However, with this approach there is plenty of room for error amid an industry rife with regulations delivery, filtering and other technology concerns and a glut of ever-evolving best practices.
Email is by far one of the best digital marketing solutions to have in your toolbox.
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