It’s a known fact that email marketing drives more traffic than social media – 1350% more, in fact – yet somehow everyone’s focus is on social media. While this is a bit sad, for busy marketers who know what they are doing there is no time for complaining. They create engaging email newsletters and drive traffic and conversions.
However, even those marketers sometimes make these mistakes:
- Writing lengthy emails
While length is desirable when it comes to content on websites, email content needs to be brief and clear. No one will read a thousand words in an email form, no matter what kind of visuals you provide with it.
Online readers are scanners. They like to get a lot of value for a short time of reading. The sheer volume of text might scare your readers away, even if it is high quality content. An even worse mistake is not formatting your content. You need to create brief emails with a lot value and a lot of white space.
- No CTA
One of the most common mistakes email marketers make is having either too many calls-to-action or none at all. Too many CTAs can confuse them – this means that you want tem to do many things and they will likely do none. It also means that your email isn’t focused on a single topic but that it talks about many which is another mistake. All of this decreases your chances of getting your reader to act upon your request.
On the other hand, having no clear CTA is just as bad. You have just elaborated a topic to your reader. What do you want them to do with that information? That’s where your CTA should be. A single link, a single request that is directly related to the content of the email. It should usually be at the bottom of your email, displayed as a bold button which grabs attention almost instantly.
- Writing inaccurate email copy
There is nothing worse than a badly written copy. It doesn’t convince the reader of anything and it doesn’t provide any value. One of the elements of the bad copy are all of the spelling and grammar mistakes. These make it even less convincing. If you truly want to avoid disappointing your readers, use some of these tools to fix them:
– Via Writing – Copywriting is an art but it’s also a trade to be mastered. If you need some copywriting guidance, check out this tool.
– Academ Advisor – Grammar is a bit tricky, especially if you don’t know all the rules. This site will give you excellent tips on grammar.
- Neglecting the benefits
Any copywriter knows that one of the main points of good copy is presenting the reader with undeniable benefits of your products or services. If you neglect this, the reader will inevitably wonder ‘What’s in it for me? ‘.
This is why you need to base your email newsletter on the fact that you are providing value to your customers. They need to be able to see how your product or service could be useful for them and solve their problems. A lot of marketers forget that this is what it’s all about – not about the company but about what you can do for the customers that would make their lives better.
Make a distinction between the features of your product or service and the benefits – features are simply specifications and they can be impressive but your customers are rather looking at the benefits those features can give them.
- No personalization
A good email newsletter is personalized. Many marketers make a mistake of neglecting this. For instance, sending an email from a @noreply address – it alienates the user. “Also, not using their name or signing the email as a company rather than a person. Follow the basic rules of human contact – treat customers as friends. The process is not complicated but the results are amazing”, – explains Ronald Watson, an Email Marketer at Eliteassignmenthelp and Oxessays writer.
- Not optimizing for mobile
Most users prefer reading emails from their mobile devices – whether they are smartphones, iPhones, iPads or tablets. It’s simply more convenient. A mistake marketers make in this area is not optimizing for these devices. If an email doesn’t transition well between devices, it will likely be overlooked.
Everyone makes mistakes, it’s inevitable. However, the true art is recognizing them and figuring out how to fix them. Follow these tips and you’ll be able to avoid most of them.