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.
Source:
Email marketing is more than just
hitting the send button, marketingland.com
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