Email marketing is the most personal form of digital marketing. In the wise words of Henry Ibarb, CEO and Co-Founder of Eightfold, “Accessing someone’s contact information is the closest point of contact you can reach to your customer.”
When users sign up, your organization interacts with them more profoundly. Email makes it easy to gain trust, build loyalty, and, most importantly, maintain a constant flow of patient appointments.
Learn what not to do with email marketing. Since it’s so important, how can you ensure you don’t make mistakes that will break the trust between your brand and your audience?
Here are some critical email marketing messages to avoid this year.
- You don’t have a specific target audience
- You don’t use customization or automation tools
- Model design is not your Priority
- Your emails mix with your competitors
Mistake 1: You don’t have a specific target audience
One of the first steps of any email marketing campaign is to have a product or service to promote and a particular audience for such a product or service.
Once you know the product or service you want to promote, you can segment your list and select the audience to target.
For example, to encourage the COVID-19 vaccine, UCLA Health has sent emails on a rolling basis to specific patient populations.
They worked with the population health to prioritize and call on the most qualified, high-risk patients first.
In addition, messages were segmented based on language preference (English vs. Spanish) and patient portal activation (active vs. inactive).
The campaign was a huge success. The unique open rate of vaccine invitations was consistently above 60%.
Mistake 2: You don’t use customization or automation tools
Does the email marketing strategy begin and end with electronic newsletters you send out to a broad audience?
The automation tools allow you to segment your subscriber list based on specific attributes, such as age, gender, and interests. Total content, customization, and workflow will come later.
No single newsletter can meet the needs of all subscribers. So what is the most effective way to deliver relevant content to different audiences? How will you know if you are successful?
When you commit to marketing automation, the answers are at your fingertips.
Marketing automation uses tools and data within your CRM to deliver personalized content based on your audience’s interests.
Automation makes it possible to:
⦁ Respond quickly after someone signs up with a welcome email.
⦁ Schedule content delivery, so you don’t have to coordinate each newsletter issue manually.
⦁ Personalize messages by including your username in the salutation.
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Mistake 3: Model design is not a priority
Do you rebuild your emails from scratch every time you send one? Or you may use a generic template that doesn’t match your branding style or doesn’t stand out in any way.
The Tone of the mistakes some email marketers make is not prioritizing custom template design. Simplify your email marketing efforts by spending the time (and budget) to create professional, well-designed templates.
Then, you can run the A/B tests to see which of the design templates are most popular with the masses.
This year, get rid of WYSIWYG (what you see is what you get) template builders, which have limitations and restrictions.
Instead, creating a custom template gives you unique blocks of content that look crisp and clean but are brand-related.
Mistake 4: Your emails mix with your competitors
When it comes to email marketing, how bold are you? When trying to stand out, simplicity is the rule.
You have a few words and a little time to prove that your email is worth a click.
However, a well-designed subject line, snippet, and an excellent mobile experience can slow down your subscriber count until they absorb all the juicy details.
⦁ Start with a short, compelling subject line: The subject line should create a sense of urgency without feeling spam. And you only have 25 to 50 characters to do that. For example, a busy subscriber is likely browsing the “Spring Newsletter [organization name].” But, “How are you feeling your best this spring from [organization name]” is likely to pique their interest.
⦁ Write a catchy snippet: This is the first line of text after the subject line. Leaving it blank may result in an error message. Instead, use this small opportunity to share an interesting fact, summarize your email, or highlight a new offer. It’s only one line, so be brief.
⦁ Use a mobile-friendly design: Users often open your email on their phones, so make sure things are tight and clean. Concise content and clever use of headings make it easy to read. And don’t go overboard with pictures. When not displayed correctly, images become big white holes that detract from your content.
Assuming that you have already taken the necessary steps to avoid the most common email marketing mistakes, there are still a few more things to keep in mind to make your campaign successful.
First, always test your email before sending it out to your entire list. This will ensure that the email appears correctly in all email clients and that there are no broken links.
Second, make sure to segment your list so that you are sending relevant emails to the right people. This will make your recipients more likely to engage with your email and take the desired action.
Finally, don’t forget to measure your results so that you can adjust your strategy as needed. By tracking your open and click-through rates, you can see what is working and what isn’t.
Using these tips, you can avoid common email marketing mistakes and Grow your Business or Sales.
Email marketing is a powerful tool, but it’s not without its pitfalls. In this article, we’ve looked at some of the most common email marketing mistakes businesses make.
Avoid these mistakes and you’ll be well on your way to email marketing success.