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23 Email mistakes you should avoid in 2020 for better sales

Someone just subscribed your email list! Congratulations! ..Now what you’re going to do next? If you’re thinking to send a Thank You mail, then you’re missing a golden opportunity. Email miscommunication or the poorly written mails are the insane blunders that may tarnish your brand image. Not only does, this create the impression that you’re unprofessional. One click of the “send” button can create the difference between a successful business exchange and a poor miscommunication. Rather than sending a Thank You mail to your subscribers, your most read email should be the first email you send to your subscribers. By doing this, more users will engage with you. Because, they just subscribed and you’re fresh in their minds; they remember you. In this blog, find more email blunders and the solutions for them that may save your business from future troubles.

Mistake#1: Buying Email Subscribers

As a business, it’s alluring to take the easy route as you are juggling with multiple responsibilities, and a quick hack seems reliable and easy. Most of the companies make such mistake to buy their email subscribers. It seems welcoming in the beginning, but do you know what happens to the unsolicited emails? These may result in legal violations and also they end up in a user’s spam folder, and as a result they can never be read. Everyone’s precious time got wasted who were involved in the email campaign. The result equals no sale for your business and left poor brand image.

Solution: Instead of purchasing subscribers, work with your digital marketing team apprehends customers when they visit your blog or website or the other digital marketing channel, and target for the organic email subscribers. Build eco-friendly marketing campaign and make a creative way to cultivate your list.

Mistake#2: Demanding for too many details

List building is necessary for email marketing and it is much similar to a friendship. When you become familiar to someone you don’t bombard the individual. If that happens, flabbergast the person and will never hear from him again. In the same way, you may scare away            your potential subscribers by demanding for too many details. In the first confront, it is not at all necessary to ask for individual’s mailing address or contact number.

Solution: Let your subscribers take the decision whether they want to provide the information or not. And even if they decide to take action, provide them few choices they will be comfortable with. Some people feel comfortable to provide email address while some of them like to provide phone number. So make the options open for them. Let them choose!

Mistake#3: Failing to send a Welcome mail

Your target should not only be to attain the subscribers for your mailing list. But you must follow your promise to send an unbelievable email marketing campaign.

Solution:Treat your welcome email as a greeting and as an add-on to the onboarding process. Subscribers should feel delighted to join your brand’s journey.

Mistake#4: Forgetting to ask for the feedback

Your email list is only as valuable as the insight you receive from subscribers. Learning how and why they remain on your list and buy your products can help you make better business decisions.Feedback loops are an integral part of your marketing and sales funnel. It’s the cycle of asking for feedback and receiving it.

Solution:When asking for feedback, stick to one topic. Do not flood your consumers with various questions. Also, keep your feedback survey short. It should take less than 5 minutes to complete. Remember, feedback is a valuable asset for your brand. By learning from your subscribers, you walk the path to increasing your revenue.

Fig: Screenshot of airbnb feedback mailer

Fig: Screenshot of email feedback mailer of Little Black Bag

Mistake#5: Inadequately trained employees

The most common problem with the technology is that many employees are not adequately trained to use their technologies. Some of the employees are not even aware of the use of common products, including Word, Excel, Outlook, Windows, and their accounting system. Based on the research, many employees have never used key features such as PivotTables, Grouping, ­Querying, or the Subtotalcommand, or Mapping in Excel; Page Numbering, Tables, Styles,Columns, or Mail Mergein Word; Junk Mail Blocking,default Signatures, MeetingRules, Requests, or the Convert Email to a Task tool in Outlook; or Indexed Searching, Voice Recognition, Disk Cleanup, or the Snipping tool in Windows. These examples are good indicators that those employees are really not familiar enough with those products to leverage them for their highest possible levels of productivity.

Solution: After being initially trained in using the company’s products, employees should receive continual, periodic “update training” on all the software applications they frequently use. For example, employees might receive two or three days of update training on Excel, Word, PowerPoint, and Outlook in one year, followed by two or three additional days of update training on Windows, smartphones, and the company’s accounting system the following year. Similar training classes should then be repeated every other year to ensure employees are well-versed in the software programs and hardware they operate.

Mistake#6: Smartphones are underutilized

Many of the companies have little or no mobile device strategy. Of course, smartphones offer the ability to communicate via voice over a cellular network, but they are capable of much more which we should not under estimate.Smartphones can also be used to manage company manage calendars,email, and to-do lists,connect to cloud storage for data access, provide GPS-based driving directions to traveling employees, manage contacts, access customer relationship management systems, provide customer service apps, track business expenses,accept credit card payments, take customer orders, and more.

Solution: Companies should prepare a solid mobile device strategy that ensures employees are as productive as possible whilst they are away from the office. This means identifying and installing apps and solutions on employee’s smartphones and providing the proper training so employees fully understand how to use those apps. Don’t forget to establish security and policies to encourage safe and proper smartphone practices.

Mistake#7: Too Long Emails

 It has been often seen that people spending hours, even days, crafting long emails filled with many topics,newsand ideas that would need a minimum of 10 minutes of uninterrupted reading to get through. While they often look amazing, but they simply don’t get the results an email marketer might want. These frightening emails lower your engagement and worst of all; they suck up your time and energy and become a chore.

Solution: Avoid turning email marketing into a task by doing the following:

Keep it short and simple! Pick a goal and write a simple and short email that leaves the reader in no doubt what their next step is. It should be engaging, fun to read but most of all, it should take a few moments to grasp and act. If you’ve got a lot to get off your chest, send short emails more often.

Mistake#8: Social media is underutilized

Many companies fail to anchorage social media for marketing purposes. It is true that many people waste a lot of time and do a lot of inappropriate things on social media, but it is also true the major social media outlets offer access to billions of users — Facebook alone reports more than 2 billion active monthly users. Add to this the fact that in most cases a basic corporate social media presence is free and marketing opportunities are relatively inexpensive, and it’s easy to conclude that it’s unwise to ignore marketing via social media.

Solution: Companies should consider establishing a business presence on Facebook, LinkedIn, Pinterest, Twitter, and other social media websites at a minimum, and exclusive deals and relevant marketing programs should be delivered through those channels.

Mistake#9: Inadequate website

Many companies have websites that are little more than glorified brochures online. In some cases, those websites lack useful content and are seldom updated. A company’s website offers a wealth of useful information to attract readers and potential customers and hold their attention. The website might also provide links to filing calendars, financial calculators, economic articles and statistics, case studies, a section for readers to ask questions, etc.

Solution: Add useful content to your website to attract the attention of readers and potential customers, update the content as needed, and add to that content regularly. Make sure to include interactive sections of your website to capture reader information, such as names and email addresses.

Mistake#10: Not getting to the point

Nobody in the workplace has time to read an email that’s thousands of words long and takes ages to get to the point. Someone will see this kind of long-winded email and will start to skim read it, meaning they’re probably going to miss out on the important information.

Solution: Make sure you’re 100% concise and accurate with your content, and generally speaking, the shorter your emails, the better.

Mistake#11: Not addressing the individual

If you’re writing in response to a 40-person email that has been sent out and you’re replying directly into the group using the Reply All function (which should mostly be avoided at all costs anyway), you need to make sure you’re addressing who you’re speaking to at the beginning, so everyone has complete clarity.

Solution: Even if you’re speaking to someone on a one-on-one basis, make sure you’re using their first name, so everyone is absolutely clear you’re talking to them.

Mistake#12: Missing professional writing standards

Whilst you may not be a professional writer, but that doesn’t mean your emails can’t be written to a professional standard. There are plenty of online tools and services out there to help you create the best quality content, so if you’re not using and you need them, you won’t be writing to the best of your ability.

Solution: Make use of the several grammar based or writing tools to get help for drafting the emails.

Mistake#13: Do not paying attention to the subject line

Write a clear and concise subject line that reflects the body of the email.  

Solution: Avoid subject lines with,“Hi,” “Touching Base” or “FYI,” and do not leave a subject line blank.

Mistake#14: Do not using proper salutation

Remember “Hi” and “Hey” communicate a lack of professionalism and maturity.

Solution: Begin your email with phrases such as “Good Morning,” “Good Afternoon,” “Good Evening” or “Hello.” “Good Day” or “Greetings” are other phrases used frequently in the international arena.

Mistake#15: Do not replying expediently

Replying within 24 hours is common courtesy. Leaving someone hanging for any longer and you are not only perceived as rude but it could cost your business in the long run.

Solution: If you’ve unintentionally kept someone waiting longer than 24 hours or extenuating circumstances arose, politely explain the situation and express your apologies.

Mistake#16: Use of emoji’s

Those little winking, smiling icons are for text messages. They are inappropriate and unprofessional in a business email.  Emoticons may divert email to a spam filter or junk mailbox. And it can look immature and unprofessional.

Solution: Emoji’s look immature and unprofessional. Do not use them while sending professional mails.

Mistake#17: Forgetting the conversational closer

By letting the recipient know that a response isn’t needed, the email cycle doesn’t continue on in perpetuity.

Solution: Close with “No reply necessary,” “Thank you again,” “See you at the board meeting Wednesday” or “Please let me know if I may be of further assistance.”  End your email with a closing such as “Best,” “Best Regards,” “Sincerely,” “Thank you” or another appropriate phrase.

Mistake#18: No CTA!

As you’ve undoubtedly read a time or two or ten, your content needs a call to action (CTA). This is true whether you’re talking about a landing page, a blog post, or an email. Without a call to action, you’re leaving it up to your audience to figure out what you want them to do. Your readers are undoubtedly smart, but this is asking too much of them.So before you compose your email, start with a clear vision of its purpose in mind.What outcome do you want?Do you want to promote a piece of content you’ve written? Do you want to inform the reader of an upcoming launch or event? Do you want to make a sale?Focus your email’s text, images, and design to guide your readers toward this outcome. Then, before you send the email, make sure your call to action is clear, enticing, and points the reader towards the outcome you hope to achieve.

Solution: Make Your CTA Easy to Find, Use the Right Call-to-Action Words, Don’t Muddle the Message, and repeat the Message

Mistake#19: Relying too heavily in images

If you are confused as to why not to use images in your emails, there is a simple metric that says most of the consumers tend to disable images on their mobiles.

It was revealed in an analysis by Gmail:

43% users read emails on their mobile devices without turning the images on

Solution: “Alt text” is text that will replace an image if the image fails to load or is blocked by the service. It’s placed by using the “alt=” tag inside HTML code for the image, but the best email marketing services will let you add alt text without the need to know HTML code. The advantage of using HTML code is even though the images in this example don’t display, the reader can still see the key messages in the email.

Mistake#20: Waiting until I had “enough subscribers”

The worst mistake with email marketing is putting off sending a new type of email campaign until we had “enough” subscribers signed up for the particular list. This mistake led to an unnecessary delay in the launch of new newsletter, which ultimately came during the craziest time of the year.

Solution: Start your email marketing campaign right after you are done with the inviting material on the website.

Mistake#21: Email address of from name is “Noreply”

Using a generl email “from name” such as “admin” or “noreply”. When brands send emails from a “noreply” address (or an email address that never gets checked), they’re really saying “we don’t want to talk to you.” Rude enough, right! It’s an engagement opportunity that many digital marketing teams miss.

Solution: Remember, People want to interact with people, not mailboxes.

Mistake#22: CC or BCC?

A person must be aware of using these two terms. One mistake may really spoil your digital marketing strategy. CC is Carbon Copy, while BCC is Blind Carbon Copy. Using CC might disclose your customer’s list while BCC will not.

Solution: Learn the difference and use accordingly.

Mistake#23: Playing one song only

People, even if they pay to go to a show, are distracted with the repeat of one song. Your first email will not be opened by the majority of your leads.

Solution: Send more than one email. Actually, send 5-6. And, if you really want to maximize effort, include other forms of contact (i.e. voicemails, social media, direct mail).

Don’t make the same mistake twice

Email marketing is an asset for your company. Avoid offering a sign-up incentive that doesn’t correlate with the consumers’ needs. And always immediately send a welcome email.

Build your email list, and boost your sales without the mistakes.

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