So you’ve diligently gathered voluntary email addresses from clients and prospectives, invested in a third party email marketing software and are now all geared up to send some top-notch promotional emails. WAIT! Before you press send for the first time, make absolutely sure you’re not committing any of these four email marketing mistakes.
1. Waiting to reach out.
It seems like every website and online form requires an email address for access these days. It follows that people tend to quickly forget where and why they felt compelled to give out their contact information. You have a tiny window of time within which to “get em’ while they’re hot.” Touch base almost immediately and you’ll solidify the relationship with the contact and increase the chance of engagement. Wait for a week or more, and leads may go cold. Even worse, those leads might report your email as spam.
2. Neglecting the “permission pass.”
Want to annoy a large group of people, many of whom you’ve never met? Try sending them unsolicited mail.
Sure, maybe they opted in to receive emails from you at some point, but like we said, people forget. That’s why it’s wise to preempt an email marketing campaign with a permission pass mailing, which reminds contacts where and why they signed up for your emails and also gives them the option to unsubscribe. Karen Talavera of Synchronicity Marketing offers several great tactic suggestions for the perfect permission pass.
In her article, “Should You Ask for Email Permission or Forgiveness?,” Talavera recommends that a permission pass expound upon “The fantastic (and hopefully exclusive) opportunities they’ll receive by being on your email list.” Give them incentive to opt in. And whether they choose to opt in OR opt out, Talavera says, make the process for doing so clear. Small print way below the bottom of the copy won’t suffice. Lastly, set and manage expectations by being straightforward about what kind of information contacts should expect to receive from you and how often you plan to send emails.
By putting it all out on the table for your email list, you are giving them a choice to share their inbox with you. People like choices, and your benevolence might mean a higher open and click-through rate in addition to fewer complaints/unsubscribes. Additionally, offering a permission pass demonstrates that you value a respectful customer relationship (Follow Karen on Twitter).
3. Putting your needs ahead of the contact’s.
Karen also addresses the email marketing pitfall that is overselling in her article. She says, “It’s not about what’s in it for you, it’s about what’s in it for your subscribers. Make sure you’re writing with their desires and benefits in mind.” People don’t want to be “sold.” They want to consume interesting content that fills a need. Meet that need and do so from the subscriber’s perspective.
4. Sending an email blast without testing it on various platforms first.
Few things are more off-putting than a poorly formatted email as it oozes a lack of professionalism. While the message may look like a home run from your desktop computer, be aware that HTML translates differently across devices. If the email still looks clean and professional from a tablet and few different phones, you are probably in the clear. Many third-party email marketing programs offer simulated format testing that make it easy to view your emails across platforms.
Primm specializes in crafting targeted email marketing campaigns for our clients. Need guidance? Contact or call us at 623-6234!
Source: Synchronicity Marketing
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