Even the best email marketers can fall prey to these common pitfalls. This article highlights five errors that could be costing you customers—and how to avoid them.
Lack of Clear Goals
Without clear goals, your email campaigns can become directionless. Define what you want to achieve. Is it driving traffic to your website or a specific page, generating leads regarding a new service, or boosting sales?
Neglecting Segmentation
Segmenting your email list is crucial for targeting the right audience. Tailor your content to different segments of your audience to make your emails more relevant and engaging. You can segment based on interest, engagement level, region, or a combination of these and more.
Poor Template Design
A bad template can distract from your message. Your email template should be clean, easy to read, and aligned with your brand identity. Avoid cluttered designs and inconsistent messaging that confuse your readers. If you don’t have a brand guideline, you can build your email templates using your current website design, or even take inspiration from your social media channels.
Quantity Over Quality
It’s not about having a massive list; it’s about having the right list. A sustainable growth strategy ensures your email audience adapts as your business evolves.
It’s better to talk to a small group of very interested people, than a large group that doesn’t want to hear what you have to say.
Ignoring Consent
Failing to get proper consent can lead to legal trouble. Sending emails without respecting consent or ignoring subscriber preferences can lead to high unsubscribe rates and damage your reputation. Always prioritize the user experience. Want to ensure your email marketing is fully compliant? Read our CASL Compliance Guide: A Must for Canadian Businesses.