Chain letter: 5 tragic mistakes that ruin email marketing

Translators Family blog: Email marketing

Email marketing has been around for many years now

And we’re sure it will be around for a long time to come. Big brands like Waikiki, Pandora, Google are in no hurry to give up sending emails, and they are absolutely right because it is an unobtrusive and easy way to get conversions and leads. But only if you know how to use this tool correctly.

Working with email marketing is more than sending one or two emails every week to your subscribers. A brand needs to get the most out of its email marketing efforts. To do this, you can account for engagement levels, create different email templates, and even decide when they are sent. Here’s a run-down of the five main mistakes that are often made in email marketing and tips on how to fix them.

Lack of personalization

Using personalization in the subject line/body of the email increases the open rate. The same happens with engagement rates. Such a scheme works because when a person opens a letter with their first or last name, they feel that the sender knows them. This gives the recipient a warm feeling, and they treats such emails with more care. If you haven’t used this method yet, give it a try and see an increase in effectiveness in as little as one month. What else can you do with it? 

A database of email subscribers should be systematized. It should contain not only the email address but also the person’s name or surname. In addition, you should add the city, location, date of birth and their date of signing up. This will help to prepare personalized offers and discounts for your target audience.


Not enough call to action buttons 

Subscribers often receive very long letters that looks like essays, with the CTA at the very bottom. That’s a big mistake. If they open your email and decide to read it, it means they are interested in you and your content. People get a large number of emails, messages, and notifications these days. Every brand sends them their promotional offers. So if your subscriber has chosen your email, it’s not worth wasting their time on scrolling down to the call to action button. It’s worth adding at least one more CTA to make it easier for them to take action. Also, make these buttons prominent so subscribers can find them.


Not carrying out A/B testing 

Some brands don’t understand why their results are standing still instead of growing. You need to find out what’s going on with their subscribers instead of hoping that things will become stable again. To do that, it’s worth performing A/B testing. This will help you find out what your audience wants. You won’t know which templates bring the best results if you don’t experiment with them. Start experimenting with A/B testing features. For example, try two different themes for the same campaign. See which one shows the best results. Or experiment with CTA buttons in different places.


Using excessively large images

Photos can make your content more engaging. But sometimes marketers use images or gifs that are too big. This can be a problem because not all subscribers are willing to wait for it to load. They’ll lose interest and simply close the tab. As a result, your level of effectiveness will drop. It’s recommended to use images no larger than 1 MB. 


Not optimizing your email sending time

To get the best email marketing results – you need to understand your audience. Different people respond differently to emails in the morning or after 9 pm. The only way to find out what time works best for your goals is to carry out A/B testing. This will tell you when your subscribers are more likely to open your emails. As a rule of thumb, it’s best to send emails at 10-11, 1-2 pm, and 5-6 pm because that’s when people are usually checking their phones, and they’re not rushing anywhere. 

However, it’s still best to use A/B tests just to be sure. This will increase your engagement. As you can see, simple features like experimenting with A/B testing, choosing the right time to send emails, or using personalization regularly can help solve your email marketing problems. It’s not as complicated as it might seem, and once you know your subscribers’ behavior, you can increase your conversion rate more effectively. 

We’re happy to help you compose emails for your campaigns, think through your storytelling, and prepare content for your social networks and website in any language. Don’t miss out on our services, so you don’t miss out on your clients. Contact Translators Family today.