Article

Aniel Bhaga
Aniel Bhaga 20 June 2017

Three email marketing mistakes to avoid

Email marketing is not rocket science, but like anything, you may stumble into a few traps. This increases drastically, especially when you have last minute deadlines or too many things on your plate, a few basic checks can go along way and ensure that your email marketing game is on point.

Email marketing is not rocket science, but like anything, you may stumble into a few traps. This increases drastically, especially when you have last minute deadlines or too many things on your plate, a few basic checks can be forgotten which could hurt your brand and email campaigns more than you realise. Here are three easy tips on how to avoid a few common mistakes. Pin it up on your wall, save this link, share it with a fellow email marketer they will thank you I am sure. 

1) Only tracking opens on your email campaign

As a marketer we all know that tracking is important. But some of us starting out in the email marketing sphere only track email opens and clicks. Where your clicks are overall clicks on an email. This is a great start but for every link in your email that you send out, you definitely need to track and the best way to do this is using google utm tags. This combined with google analytics will give you deeper insights into what your email recipients are clicking on and how to improve your newsletter each time.

2) Too much content in your email

You’re probably thinking right now, but I send out newsletters and I have a lot of content. That’s ok as long as you know what the purpose of your email is. What do you want your reader to do, do you want them just to browse your email, do you want them to click, purchase or share articles.

When you have too much content and unfocused CTA’s it can confuse your reader and they will not respond to your email the way you want them to. Think of it this way, you are the guide for the reader taking them on a journey in your email, leading them to perform an action.

Make it clear, and keep it simple, every email you send out should have a purpose, be it to convert, re-engage, brand building or inform.

3) I can send this email out to the whole group.

It may sound like an easy fix, but don’t fall into this trap, your audience are in various stages of their customer journey, some have just heard about you for the first time, some have known you for a while, some have bought your products and there are many in between. Sending out one email blast for everyone will not give you the highest engagement as an email marketer.

The best way is to segment your followers, put them in campaigns and build up an email flow for each of the funnels. Make it easy and fool proof for yourself. Take some time in the beginning to organise your lists and you will be thanking yourself as your engagement increases.

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