time to define the best email marketing strategy? However, you
don’t have the results you expect? Most likely, you make
mistakes that many make, for want of care or simply
ignorance of the field.A good strategy
will be sending the right content, at the right time, to the right person.
Needless to say, it is not easy to define and that an error can
occur at any time.
Whether it’s a broken link, a misspelling or,
worse, from sending a message to the wrong target, an email that hurts
been thought can be very disabling for your brand. Conversely, a well-written email that responds well to
requirements of your strategy can bring you very beneficial results
(not only from a commercial point of view, but also from a
So how can you avoid mistakes in such an important part of your marketing strategy? Discover the eight most common mistakes email entrepreneurs face when it comes to email marketing and learn how to avoid them now!
1 / Not knowing how to define your objectives
This error may seem very banal as it is
formulated. Looks are deceiving as you know and not
not having a goal in your email marketing can be very dangerous.
Why? Because if you want tangible results, it’s inevitable
to have goals. When you send emails, you wait
necessarily results to this shipment.
Are you sending a promotional email on some of your offers?
You then expect an increase in your sales for this product. It’s like that
that you have to consider your marketing strategy. It is essential to determine in
upstream your general objective on the one hand, and your secondary objectives for
each of your emails.
Like most things, getting started starts
by a solid plan and a well-defined strategy. This is especially true
for email marketing campaigns.
This is then a very common mistake among companies that
fail to have the desired results. They didn’t actually set clear goals
to their emails. Ultimately, this gives a set of emails
without any coherence … Can we really have results if we have not defined objectives to
achieve? Very clearly, no, it is not possible. You must define a
goal for each email. In addition, we will see how it can help you
cause another error to be made (we will see this in point number 7).
2 / Having no dates or long-term vision
This is an extremely common error, and in particular by
smaller businesses. It is imperative to have a long-term vision
term. This is explained in particular by the fact that a certain consistency is required
when sending your emails.
Remember that the expected results of an email campaign have generally
on 3 or 4 emails sent. That’s why you have to have a vision
clear from your calendar.
To do this, keep your calendar nearby. It is
indeed recommended to identify all the (major) events of your
business. Even though you are a small business and you don’t have
no big scheduled events, that applies to you too. In your
calendar, for example, plan according to general events such as holidays
Christmas, Valentine’s Day, going on vacation, etc. Those are
important dates on which your company could take advantage of this
sort of get out of your “routine”.
It’s up to you to define the dates that interest you the most
and to which you can already find commercial offers
adapted. These dates or occasions should be considered milestones
important to define and plan your email marketing strategy.
The next planning step should be to complete
the rest of the emails with the content you want to share regularly
with customers. This could include informative blog posts,
industry news, etc.
3 / Do not know your audience
It is essential to have a good understanding of your audience
target. You certainly know that. That said, sometimes it is worth repeating
certain things to be aware of it.
It is indeed a mistake that we can all make, especially
if we don’t do the right job of segmenting its audience.
Some are prospects who are very interested in your
products, but expecting something more from you. Some are
on the contrary, already customers and only seek to nurture a more
in depth with you, etc.
That’s why sending the same email to the first or the
second person doesn’t make sense.
You need to know your target well and send a message
appropriate according to the circumstance.
4 / Absence of catchy titles
To be clear with you, know that here we are talking about an error
that even the biggest groups commit against their will.
A bad title is a title that doesn’t make you want to
click or that is not consistent with the content.
Very clearly, this is
not knowing how to write the right title that will make your audience want to click and read.
This is learned over time and that is why the skill of
copywriter is also sought after by companies, so to speak.
Which makes it a very big mistake and
probably, this is the one that can cause you the most damage … Why?
An email with a title that is not catchy is an email that will not be
open at all.
This means that you can, for example, offer the
best possible offer, it will be useless because nobody will know
5 / Absence of interesting content
Imagine you have a good catchy title, but your
content either flat or worse useless? What is going on? Well, nothing. A voucher
title must necessarily lead to content which is linked to it and which is
relevant to your audience.
Again, this is also a mistake that we encounter
frequently. Many companies systematically send the same kind
emails. However, for a successful emailing campaign, you must vary the type of
Sometimes it has to be promotional emails,
other times it has to be a simple newsletter that links to an article
popular or sometimes it’s simpler messages that
have no other purpose than to entertain your audience.
The key is diversification.
(Similarly, this is valid for the form as much as for the
And, whatever the type of content, the most
important is to add value to your audience!
No need to send emails, as catchy as they are and
well written, what matters is that it has value for people
who will read them.
6 / Do not seek the opinion of your audience
This, too, is a very common mistake and one that can in the long run
term, tarnish your brand image as a whole.
Indeed, a brand that has no exchange with its audience is
puts him in a rather risky position. Besides, if companies use
as much email marketing in their overall customer acquisition strategy,
it is especially for the proximity that it allows.
The idea behind it is to generate engagement with
your audience. You would make a big mistake if you don’t try to
communicate with your audience reciprocally.
You have their email addresses so you can send them
emails, that doesn’t mean you should consider this
communication only in a sense. Send emails, sure, but don’t forget
ask them questions or ask their opinions. You must also
be receptive to their opinions, do not neglect this aspect.
This is how you will create long-term engagement
term. If, if you know, this flagship indicator that makes your audience
reacts quickly and deeply to your publications, on all
7 / Forget the call to action
It was mentioned at the beginning of this article. Often,
when you do not place a call to action in your emails, it is that you have not defined a strategy in
In your marketing strategy, forget about a call to action, this
is to follow all the stages of preparation to achieve a superb
cake, for in the end, forget to bake it. You see the importance
of the thing?
A call to action that converts (CTA) is in reality, all
purpose of marketing campaigns
by email. This is the ultimate goal of your emails.
CTAs give your reader specific action to
undertake in response to
Have you placed a link to a landing page for
collect testimonials? Did you create this email to push your members to
use a discount code? Was this email intended to register
people interested in your next event?
No matter what your call to action is, it should be clear and well
If you haven’t thought about your CTA, you might
wait before sending your email.
Ideally, this can happen at the end of the email or
more strategically, in an email suite.
8 / Skip data analysis
To finish this list of the 7 big mistakes made in the
email campaigns, including that of not analyzing this data.
To use our metaphor of the cake, in this case, it
would be tantamount to not preparing the cake or baking it. No, there,
it would be to not know the recipe to be able to redo this cake. Or,
worse still: if you missed your cake, it would be like not knowing
why you failed….
This can have serious repercussions for your business
if you don’t analyze your data from your marketing campaigns.
You don’t need to have great tools to help you
track the progress of your email campaign if you don’t plan to
use regularly. Indeed, most if not all software
offers you great tools to track your data.
Monitoring analyzes is the only way to specify your
overall strategy and it’s the best way to improve and optimize your strategies.
Over time, you’ll be able to better understand your data and focus on increasing engagement rates that drive conversions, rather than just getting people to open your emails.
Here we come to the end of this article about
the most common mistakes when it comes to email marketing strategies.
Knowing them is already avoiding them, of course, but if you
want striking results, it will nevertheless require that your entire strategy
email marketing to be consistent and relevant.
Do you see other types of errors? Do you admit to committing some? I would be curious to know in the comment section, below.
About the Author
Ines Rubix is an entrepreneur who has built a minimalist type of digital nomad life. Originally a freelance writer and freelance writer for numerous magazines, she has since thrown herself into the blogging world. You can follow her on her blog Travail-Nomad.
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