It’s said that the definition of insanity is repeating the same thing over and over and expecting different results. Based on that outline has your email marketing strategy become, well, insane?
Many businesses fall victim to their own campaigns, as great ideas go bad with poor maintenance, an unclear vision of goals and a lack of direction. As the pressure builds for managers to provide results, its easy to get caught up in sales, cut on quality and overlook small important aspects of what separates a successful campaign from an unsuccessful marketing campaign. Researching email software, like JangoMail email campaign software and others, will get you up to speed on the way consumer’s connect today.
Is your email marketing strategy annoying your contacts? Read these basic email marketing don’ts to see where your campaign stands.
Don’t Sound Like a Cheap Advertisement. Email marketing messages can acquire the same tone as cheesy advertisements or infomercials you might see on TV late at night. Avoid this at all cost. Get rid of the sales gimmick tone, upgrade your graphics to clear, sharp coordinated colors and images. Do not focus the intent of the email to solely on trying to make an immediate sale. if you create emails with the intent of building relationships, writing with a conversational tone and producing genuine and purposeful content you will naturally fall away from this major email pitfall.
Don’t Make Your Emails Incompatible with Mobile. The only thing more annoying than receiving constant email alerts on your phone is receiving alerts for emails you can’t view. Everyone is connecting digitally, and email marketing is no exception. With the use of tablets and touch screen phones, your email marketing needs to convert into a mobile-friendly experience. Formatting that doesn’t convert, broken links and images that won’t download are all ways to frustrate your mobile and tablet users. Business2Community.com suggests taking a gander at how your mobile version looks on a number of devices. Different websites provide demo versions for different mobile devices.
Don’t Make Messages Long and Difficult to Understand. Readers should know why they’re reading something within the first 60-100 words. The Side of My Desk suggests keeping your messages short because the call to action needs to be upfront and to the point. Get the who, what, where, when and why out first. Do not tuck the purpose of the email away in the middle or the end. Lengthy emails are pointless, as most people are not going to read them entirely. Emails should be clear and use words and a tone that is easy for people to understand.Similarly calls to action should be large, visible and should urge the reader to want to click.
Don’t Continue to Contact Users Who Don’t Want to Hear From You. Have you updated your email lists lately? Email lists should be updated frequently, changing contact information as people change from “potential customers,” to “customers,” and as demographics, buying styles and contact information changes. You’re not going to get anywhere by sending targeted emails to the wrong people.
Don’t Make Emails Generic. Personalization is key to successful email marketing. Sending generic emails only makes you sound like well, a marketer and detaches your reader from building any kind of real relationship with you. A lot of email service providers offer automation services that personalize. Start by segmenting lists as specific as possible, allowing you to be more specific and targeted in your emails. Then, choose to automate messages specifically addressed to the first name of the recipient rather than a generic greeting like “Dear Valued Customer.” Saying “Hey Mike,” or “Hey Lisa,” changes the entire tone of a message and creates a message people are more likely to read.
About the Author: Brian Foster has spent five years in the IT field as a desktop support tech and supervisor. He is interested in networking, cloud computing and social networking.