5 Mistakes in Email Marketing in 2023

Today’s marketers live in a whole new environment, with technology allowing them to generate new leads while also boosting customer retention. Poorly designed email campaigns, on the other hand, harm reputations and send pitches right to the spam bin.

Email marketing is critical for maintaining your brand in front of clients and getting them back to your website.

However, because of the sheer number of variables that influence it, it can be rather complex. When open rates and click-through rates are lower than expected, we begin to wonder:

“Did they get it but not open it?”

“Did they try it but not like it?”

“How come they’re unsubscribing?”

Continue reading to learn 5 reasons why your emails might not be performing as well as they could, as well as how to rectify or avoid these typical email marketing mistakes and maximise your campaigns:

1. Don’t start on the wrong foot!

Congratulations! A new member has just subscribed to your email list.

What are you going to do now?

If your answer isn’t “send them a welcome email right away,” you’re passing up a fantastic chance.

Your followers will open and read your first email more than any others. Why? For the simple reason that it is delivered right when your followers are thinking about you.

They have only recently subscribed. You are still fresh in their memories. They recall you. So, as soon as someone signs up for your email campaign, they should receive an email introducing themselves and outlining what they can expect from you.

Thank them for subscribing to you. Please introduce yourself. Tell them what’s coming. Your welcome email sets the tone for all subsequent emails, and as such, it is critical to future conversions.

How to Do It?

There is no one perfect way to send a welcome email.

• Some are amusing and lighthearted.
• Some are more direct and professional.

However, no matter how they are written, all exceptional welcome emails share three characteristics:

• Please extend your greetings to your readers.
• Introduce the reader to yourself or the business.
• Set the tone for what’s to come.

Your email campaign will get off to a terrific start if you know how to compose a welcome email that performs these three things.

2. Poor subject lines are a huge NO

We all receive numerous emails. As a result, many users merely scan the subject line of each email for a few microseconds before deleting unwanted advertisements in bulk.

Everyone has seen extravagant subject lines promising the reader that they can lose 20 pounds in two weeks or produce six-figure incomes in the next month. Hyped-up email titles scream spam, and users frequently flag them as such, much to marketers’ chagrin. Even if readers avoid designating a specific sender as spam, proclaiming the impossible causes them to roll their eyes and click the delete button.

Subject lines that drive readers to open them and take action contain several characteristics:

• They don’t dupe consumers into opening; instead, they deliver value.
• They’re short and to the point.
• They focus on the subject at hand, eliminating fluff and filler words.
• They sound professional, not sensational.
• They are customised.
• They refrain from shrieking at the reader in all caps.

Busy professionals avoid emails with little perceived value in the subject line. The marketers don’t profit from the emails which are not opened. They’re a waste of their efforts.

3. Too many emails

Studies show that the average individual gets 121 emails daily. For an annual total of 44,165 communications, multiply this by 365.

It’s not surprising that people stop receiving email bulletins after receiving this many messages annually. The answer is very simple. They are overwhelmed by the volume of e-mails.

If you send too many emails to your customers, the likelihood of them unsubscribing is very high. Customers, on the other hand, should be delighted to receive your message. Consider the reason they joined your email list in the first place.

This is because they have gained something from reading your content. It would be impolite to send too many emails or use every email to push a transaction.

You can learn more about your users’ interests and how often they want to receive your emails by asking them during the signup process.

4. Not customizing according to mobile screens!

According to research, more than 77% of Americans check their emails on their smartphones.

This data alone demonstrates the importance of designing your email messages for desktop viewers.

A poorly optimised email message for mobile devices may irritate potential customers. They are likely to unsubscribe or stop looking at the messages in the future.

To avoid this, make certain that your email messages are mobile-friendly at all times. Although advertisers cannot fully control poor network quality or older devices, they can plan layouts that allow the majority of their readers to view the content more appropriately.

Customers have a positive experience with the best emails, both on mobile and on desktop. It may take a few extra minutes to perfect your email format, but it’s well worth the time to ensure your emails are mobile-friendly.

5. Not using CTAs effectively!

Your emails should have a purpose. There should be a call to action (CTA) in digital marketing if you want your customers to buy a product or follow you on Instagram. It’s critical to be specific about what you want from customers; otherwise, you’ll just clog their inbox.

Sean Luechtefeld, ANCOR’s director of communications, advises, ” Determine the desired action, emphasise it with visual cues (such as a large, prominent button) and minimise the number of taps required to complete it.”

Takeaway!

Conversions do not stop just because you have someone’s email address.

You’ll be able to avoid the top email marketing mistakes they wish they hadn’t made now that you’re aware of them. It will take time and experimentation to avoid these five common email marketing mistakes.

Addressing them, on the other hand, will eventually provide you with a much better understanding of your company, your target customers, and how to avoid automated email systems cutting your efforts short.