Email marketing is one of the most effective and efficient ways to communicate with customers and prospects, whether they’re on the other side of the world or just down the road. When executed correctly, email marketing can result in huge growth and engagement on social media, and even at the individual level, when someone opens and reads your email, you’re able to reach out and connect with them on an emotional level that may prove valuable in the future.
Focus On Value Rather Than Features
The biggest mistake that you can make when designing an email marketing campaign is to focus on the bells and whistles rather than the value that your product or service will provide to your audience. Take a look at some of the common mistakes made by ineffective email designers:
- Over-use of flashy fonts and colorful designs
- Over-use of calls to action
- Over-use of forms
- Unnecessary fancy headings and unsubscribe buttons
- Emails that are too long
- Emails that are too difficult to open
Now, keep in mind that not all fancy fonts and colorful designs are bad. It depends on the values and goals that you’re aiming for. But if you find that your customers and prospects are more engaged with your email if you go above and beyond the norm, then you should probably consider trying something new. It may also be a good idea to consider using a service like MailChimp, which can help you design a highly effective email marketing campaign in no time at all.
Avoid Overuse Of Short Copy
Short copy is one of the biggest things that you’ll hear and read about in terms of email marketing. Short copy means that you’re communicating in very few words, usually just the main point of the email (i.e. “Here’s how to get a free sample of [insert product name here]”). While concise, these types of emails often fail to connect with your audience because they’re not relevant to their needs and can seem dull.
If you’re looking to design an email marketing campaign for profit, then go for it. For whatever reason, short copy has become the defacto standard for many email marketing campaigns. But if you want to have a successful email marketing campaign, then you should probably avoid using short copy.
Determine The Goal Of Each Email
As a general rule, you should always have a goal or target market for each email that you send out. This way, you’re not just sending out a random email to see what happens. You have a clear purpose for each email that you send out, which makes it much easier to plan and design the content of the email to achieve the desired results. Also, it’s vital to determine the goal of each email before you start crafting the content of the email. Otherwise, it can be difficult to determine if the email was effective once you’ve sent it. The best advice is to simply monitor your emails on a daily basis and ask yourself “Did this email contribute to the success of my project?”
Keep Things Light
People hate reading long emails and have grown immune to overuse of complex language and heavy copy. When you write an email, resist the urge to use big words and complex sentences. Instead, write in a way that’s easy to understand and memorable. You should also avoid sounding like a robot (e.g. “You will love this product if you like _______”). Instead, write in a way that’s personal and connects with the reader on an emotional level. When done right, nobody ever unsubscribes from an email campaign because they feel that they’re missing out. They just haven’t found the right email at the right time yet.
Use An Outbox Shortcut
The inbox is a place that we all look forward to, which is why we get so annoyed when we have to constantly hunt for emails in there. To save yourself the pain of searching through your inbox every day, you can create an outbox shortcut on your phone (e.g. iOS or Android). While this might not seem like a critical part of email marketing, it can actually make a significant difference in terms of your customers’ and prospects’ engagement with your email. When they have an easier time finding and reading your emails, you can bet that they’ll be more engaged with your content.
Avoid These Email Design Pitfalls
Now that you’ve got the basic guidelines in mind, it’s time to develop a plan and start creating! Here are some of the most common mistakes that you should avoid: