Four email marketing blunders (and how to avoid them)
In the lead up to the holiday season, e-commerce firms are getting in touch with their audiences, and for good reason; email marketing campaigns are a powerful instrument in any e-commerce marketing specialist’s toolbox. But they are not foolproof, and minor mistakes can make the difference between a sale and an email being sent unopened to the garbage.
Here are four potential blunders to watch out for:
Uninspired subject line
It should come as no surprise to anyone who uses the internet, but there is a lot out there competing for people’s attention. The consumer that reads and considers every single email they receive is a rare beast indeed.
Instead people scan subject lines for those that merit their attention. If your subject line doesn’t have instant grab, it doesn’t matter how amazing the content within is because the reader will never see it.
Being a broken record
If your audience keeps seeing the same thing from your emails week-in, week-out, they’re going to stop opening them. Switch it up from time to time to keep things fresh.
Whether it’s a new email layout for the holiday season or a special offer, give them a reason to open this week’s email that they didn’t have last week.
Most companies have fairly diverse audiences and if you fire out everything to everyone then you’re going to be sending a lot of people a heap of irrelevant information. What’s more, in doing so you’re teaching them to click “send to trash” whenever they see your emails. Location, age, budget; the better you can tailor your message to the customer, so leverage your ecommerce analytics to increase the chance they’ll want to hear what you have to say.
Lack of testing
The same email can look vastly different when viewed across various email hosts. You can create a beautiful email campaign and have it all be for naught if your audience’s email client mangles the message. Test the message by sending it to several of the more popular email clients before sending it to your list, this should let you iron out the bugs.