The use of email marketing was at one time a powerful interaction channel with a solid response rate. Marketers knew that a carefully crafted message sent to thousands on a bulk list would return a high open rate, a respectable response rate and a solid revenue opportunity. Unfortunately, too many people saw the promise in email marketing and decided to jump on board.
Like any other marketing channel that gets overused, consumers stopped responding to email marketing messages. Plus, consumer watchdog groups sought protection from unruly practices and demanded the creation and enforcement of laws governing the use of email as a marketing tool. Not only does a marketer have to clearly identify intent, he also has to provide the consumer with the opportunity to opt out of receiving future messages.
Such a shift in the market doesn’t mean that email marketing is out for the count. Today, it simply means that marketers have to be strategic and purposeful in their email marketing efforts if they hope their messages will be opened and spur action. To ensure they do, there are a few mistakes to avoid in the creation of the powerful email marketing campaign.
The Sales Pitch
It’s easy to get wrapped up in the value of what is offered. The best sales professionals in the world earn their position because they believe completely in what they are selling. This backfires when they also believe the consumer loves and believes in it as much as they do. The sales pitch that focuses too heavily on the product and never on the recipient is sure to be ignored.
Likewise, the lengthy and over the top sales pitches that actually offer very little value to the reader are the first to be ignored and/or deleted. The message has to bring value to the reader and it has to be relevant to their lifestyle, their location and their buying behaviors. It also helps if it comes from a company with which they already do business.
The Call to Action
Every email marketing pitch needs to have a Call to Action, but putting it in the wrong place makes the entire campaign a waste of time. If the first thing the consumer sees when opening the email is the shout to do something that appears to benefit the marketer, the damage is already done. The consumer needs to be enticed to act before he or she will act. If the value isn’t communicated, the email won’t produce the desired results.
Consumers are increasingly using smartphones and tablets for communications, especially email. If a marketer sends an email and the recipient can’t see or interact with the message on the mobile device, interest is immediately lost. Responsive design must be built into the design of the email marketing campaign or it will fail.
Even the best of brands can make this mistake. Just because a consumer may love a particular brand doesn’t mean they want to hear from that brand every day. It’s important to study the target audience to gauge how often they want to receive messages. Abusing the channel is a great way to damage the brand.
Any marketer that can avoid these mistakes is likely to build out a more successful campaign. It still takes research, planning and the right message, but sidestepping these common errors will help lead to greater success.
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