As your list of email subscribers grows, the last thing you want to do is drive your readers away, causing them to unsubscribe. Even if your marketing emails are successfully driving traffic to your site and increasing your sales, you should still be cautious of these common email marketing mistakes.
Sending Emails too Often
The number of emails your business sends to its email list will depend on your goals, your market and your business. There isn’t a certain magic number of emails that works for every business. You’ll have to experiment and see what works for your business. Once you find out what kind of frequency works for you, be careful not to send so many emails that you annoy your subscribers who will then mark your messages as spam or unsubscribe from your list.
Assuming One Email Works for Everyone
Even if you think you know your market very well, take some time to consider what your subscribers want out of your emails. Remember that your email subscribers may be different than your general market. Sending unwanted information or messages that don’t apply to or interest your audience is one sure way to lose subscribers. Research like surveys, focus groups and A/B testing can help you create the perfect email marketing campaign for your market.
Some businesses have multiple email lists, divided by demographics or varying markets. This strategy lets you target each email and message to the group that it will resonate with and that is most likely to respond to the calls to action.
Abandoning Your Mobile AudienceImage courtesy of Phil Roeder/Flickr.
A study done this year by Nielsen showed that 68 percent of smartphone owners in the United Kingdom had used their phone to check their email within the 30 days previous to taking the survey. This is big portion of the population, and it’s probably safe to assume that some of your subscribers will read your emails from a mobile device. If your emails are hard to read on a small screen, they won’t get read. They could also be viewed as a nuisance by your subscribers, who will opt out of receiving future emails.
Over Promising in the Subject Line
Your subject line can make or break your email campaign, and it does need to entice recipients to open your email. However, if you over promise in your subject line, and then fail to deliver in your email message, your readers will be disappointed, annoyed and tempted to unsubscribe. Make sure your email subject line is an accurate description of what your email has to offer.
Sending Unwanted Email
The best way to maintain a list of subscribers, and to reach success through email marketing, is to use opt-in methods. Let your users sign up for your emails or newsletters, rather than sending emails to unsuspecting people or using a purchased email list. This not only helps your company’s reputation, it makes it more likely that your email list will be made up of valuable leads.
Even businesses that have been using email marketing for years are susceptible to making one of these mistakes. Whether you are developing your first campaign or have been sending emails to subscribers for a long time, don’t make these mistakes that can drive your readers to unsubscribe from your list.