If you’ve seen our Facebook page lately, you know we’ve been sharing articles on the popularity and importance of email marketing – and how to do it right.
This blog post will serve to help those of you who are excited about this marketing strategy but from a unique angle: let’s take a look at some of the mistakes we can make as email marketers so we know to avoid them in the future.
Without any further ado, what are some mistakes you can make in your email marketing plans?
Just do the following:
Be too focused on incremental tactics
Sure you can tweak the subject lines all you want, but it won't improve your overall program. Focus most of your time on the big support efforts that will drive major revenue growth. It sounds obvious once we verbalize it, but remember: Taking care of the big things should always be done before the small thing.
Forget to integrate
Remember our blog post about integrating social with print?
Good, because the same is true with email marketing. Email drives subscribers to visit your website, visit your stores, phone your call center, and engage with your social media pages. It also pulls in web and mobile behavior, consumer reviews, catalog assets, and so much more.
Don’t test your tactics
What should you really be doing? Rather than organizing testing as an alternating tactic, use it as a strategic process. Take a progressive approach by testing types of variables that you can leverage and build on for successive testing. But if you want your plan to fail, of course you won’t do this.
Miss the easy stuff
This is a big one. There are a lot of great avenues to go down, but if you’re looking to have an ineffective campaign, then definitely forget where they are.
See, a "Happy Birthday" email is would have been great and yet too many B2C marketers don't send these messages. "We don't have subscribers' birth dates" is a common excuse. Our solution? Start capturing them. Get a program that helps you capture them so you can start generating revenue.
Avoid the big picture
Jump straight into redoing your email templates with a responsive design even though your website is not mobile friendly, especially if most of your conversions are happening on desktops, and you ignore the fact that mobile is really about context and content.
From social to print, we are going to take you places. Contact us to get started today.
