You might get 20 blasts a day from someone who has your email address on file. You can try to block these emails with filters, but that will only get you so far. Sometimes, you’ll accidentally hit the button to buy a product that’s been featured in an email blast. Or, you’ll get a sales email after you’ve already filled out a survey. Either way, you’re going to be inundated with emails. But don’t worry, you can stop them by following these simple steps.
Set Up Email Audiences And Segments In Your Marketing Automation Tool
As a marketer, you’re constantly bombarded with ideas on how to grow your business. Most of these ideas point to one place – your email list. There are three basic steps you need to take in order to make the most of your email lists:
- Attracting, engaging and delighting your audience with your emails.
- Measuring the success of your email marketing strategy.
- Taking action on what you learn.
You can use Google analytics to track the success of your email marketing strategy and measure the performance of each email channel (you can set up multiple channels, like Facebook and Instagram, to monitor the performance of each). You’ll need to enter a keyword or phrase into the search bar, and then choose the appropriate profile. You can also segment your traffic based on how they reached you (e.g., a PPC campaign on Google AdWords or a social media campaign on Instagram).
Optimize Your Landing Pages To Convert
A/B testing is one of the best ways to figure out what works and what doesn’t work on your website. You can also use conversion tracking with your website to get a deeper understanding of how people are engaging with your content and taking the next step. Optimizing your landing pages (the pages your visitors come to after they click a hyperlink, or the first page they see when they visit your site) can help you discover the most effective ways to get people to engage with you.
Use Email To Increase Conversion On Your Blog
If you write and curate content on a regular basis, you likely have a blog. Most blogs are structured in a way that encourages readers to engage with content through interactive elements, like social media connections, polls, etc. You can use your blog to drive traffic to your website or social media channels, and then re-purpose that traffic for online marketing purposes—like email marketing.
Avoid These Email Mistakes
It’s easy to get carried away by all the suggestions and advice you’ll read online about how to grow your email list and use email marketing to the max. But just because something is easy and seems like a good idea, doesn’t mean it’s going to work for you. Avoid these seven email marketing mistakes and you’ll be on your way to successful email marketing in no time.
1. Sending Too Many Sales Emails
If you sell B2C products, you’ll likely be in the habit of sending out email marketing campaigns with product announcements, sales promotions and coupons. You don’t need to stop sending these emails—in fact, you should continue sending them regularly—but you should alter their tone and approach to suit your target audience.
For example, if you sell kids’ clothes, you may want to send out an email with an attached coupon for 20% off your favorite kids’ clothing store. But if your target audience is adults, you may want to change the way you present the offer to suit their needs. Instead of using a discount code, you could send out an email with detailed product information about an upcoming fashion show. Or, you could send out an email about your latest product offer, included with a free accessory or a discount on an already-discounted item. The key is to find the appropriate message for the individual recipient. And remember—each email you send to your list needs to have a different purpose.
2. Sending SPAM
Sending unsolicited emails—also known as spam—is one of the easiest ways to lose a customer’s trust. If you’re sending out a lot of emails (more than 50 a day, according to the Society for Promotion Of Advertising Agencies), it might be time to rethink your marketing strategy and determine whether or not you should continue.
Your email marketing software will likely have guidelines and policies set by the FTC (Federal Trade Commission) regarding unsolicited emails. As a general rule of thumb, if you’re not sending out information that’s of value to the recipient, it’s probably spam. Don’t expect customers to sign up for your email list if you’re only sending out promotional or advertising emails. (The exception to this rule is if you’ve used an opt-in link to get the email address—in which case, it’s perfectly acceptable to send out an occasional promotional email to keep the connection active.)
3. Sending Emails Without A Legitimate Reason
Every business, brand or individual with a website or social media channels has emails. It’s the nature of the beast. So, you’ll inevitably get emails from time to time that have nothing to do with your product or service. While it’s tempting to respond to every email you receive, especially if they’re asking for a favor or offering you something for free, you should set aside a small amount of time to respond to important emails (either those that you’ve already been in contact with or those that meet the criteria for being considered important).
You can either ignore the rest, or you can train your team to do the same. This will help keep your channel relevant and focused on content that supports your business and marketing plans.
4. Forgetting To Include A Sign Up Link
You might get hundreds of signups from someone you sent out an email campaign to, and you’ll have no way of knowing who exactly is on your list. To find out, you’ll have to either send out a lot of emails or take the time to find out online via a tool like HubSpot.
One of the simplest ways to lose signups is by failing to offer them a way to get what they want without having to provide your email address. The key is making sure they know that what they’re looking for is linked to an email address. Sometimes, all it takes is a simple, short link in the email, like www.mysite.com/signup. If you want to make sure you get the most signups possible, you should look into doing A/B testing with your signup forms to find the best one. And please don’t make them blind appeals to sign up for your email lists (a common, yet ineffective, tactic used by spammers to increase signups).
5. Not Investigating The Best Way To Market Via Email
You might be experiencing rapid growth, and it’s quite possibly the fastest way to grow your customer base. But all this success can quickly turn to dust if you don’t pursue the most efficient and cost-effective way to market via email. The good news is, you don’t need to be superman or superwoman to pursue the best way to market via email—you just need to be willing to put in the necessary research and effort. Remember, digital marketing is a constantly evolving strategy, and you’re always one step ahead of the game.
6. Not Testing Different Email Marketing Channels
If you’re brand new to email marketing, you might be wondering which channel to use to reach your audience. The answer depends on your product, target audience and existing online communities. If you’re looking for the best way to grow your business, you should look into doing A/B testing to find the most effective channels. It’s always a good idea to test multiple channels, like email, text messaging and social media, to determine which one converts the most customers.
7. Not Measuring The Success Of Your Email Marketing Strategy
Measuring the success of your email marketing strategy is rather straightforward. Most online marketing platforms, like Google Analytics, offer a conversion analytics tool that can be used to track the success of each individual channel. Using a combination of organic and paid search, along with social media, you can determine the success of your overall marketing strategy. You’ll need to set up a Google Analytics account to use this tool, but it’s rather simple to do.
There are three primary aspects you need to track: