Friday, 10 March 2017

Email Marketing: Three Common Mistakes All Businesses Should Avoid

Email marketing is one of the most effective way to let consumers know of any promotions or special sales your business might be having. This is especially true for e-commerce and online retail stores—when done correctly. Unfortunately, some businesses are unfamiliar with the factors that spark an email campaign’s success. This can often lead to poor performance that they incorrectly attribute to failure

If you are set to run an email marketing campaign soon, you may want to work with a respected marketing company like Nosto. When crafting the details of your campaign, be sure to avoid committing the following mistakes:

Subject Line/Copy is too Long

Research shows that roughly 68 percent of all emails are opened on a mobile device, so it’s a good idea to make sure your emails are optimized for mobile. Don’t go overboard with the creativity and create long subject lines or copies. These tend to look much longer than they really are on mobile devices, which may turn off many customers. Keep your messages short and concise.

Capping Email Frequency

For the most part, you don’t want to pester customers with dozens of emails every week—but don’t put a hard cap on the number of emails certain customers get. There are a few loyal customers who do enjoy receiving a good number of emails and offers from you. You may want to create another distribution list that contains accounts that exhibit strong open and conversion rates and send them an extra email or two a week.

Not Knowing Your Goals

Prior to the start of any email campaign, it’s important to know what your goals are. Do you want to drive traffic to your website? Are you more interested in generating sales? Knowing what you want to accomplish helps you later on once you’re looking at the analytics of your campaign. This can help you make the necessary adjustments to better achieve your goals.


Email marketing is more than just hitting the send button,

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