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  • Writer's pictureSsemujju Lewis E

Anti-Trends: The Don'ts Of Email Marketing

We are believers in email marketing. It is one of the top trends in marketing today. Regardless, it needs to be approached with care.


Shelf all the negative hoopla you have heard about email marketing. Most of it is wrong. Email marketing is that kid in school that everyone wants to be, but they can't. So they, instead, start hating. Research shows that every dollar spent on email marketing can generate an average profit of $42. That's why it's still a very popular technique with entrepreneurs and marketers.


To know how email marketing works, it’s essential to understand the different aspects of marketing with email. The elements include; subject line, body copy, design, Call-To-Action, relevance, offer, landing page and timing.


Email marketing is essential for small businesses. However, if you opt to start using email marketing to grow your business, it’s necessary to understand how it works.


For email marketing, prospective customers must connect with the business through email addresses.



The Don'ts Of Email Marketing


1. Sending newsletters to non-subscribers

It sounds like you're cutting off the conversation by allowing the client to move out. But, if the user wants to remove your emails and can't do it quickly, they will flag it as spam, which will cause you problems.


They left your newsletter and are no longer subscribers for a reason. Spamming people's inboxes is no longer a workable tactic but an annoying one. This can anger recipients and can negatively affect the image of your company.


2. Sending newsletters that include attachments

Phishing attacks have taught people that email attachments are harmful. We have watched enough movies and TV to know to avoid such emails.


With this in mind, create your newsletters without attachments. All images should be embedded within the newsletter design. Send additional materials only with the consent of the recipient.


3. Bulk mailing

If you're still doing general mailings for all contacts, you're not considering consumers' characteristics and desires. Some want to receive only newsletters with reasonable offers, while others want newsletters featuring new products or valuable content. Imagine what will happen if people with different interests and needs are lumped into general mailings. According to research, 21% of users opt out of email newsletters if emails are irrelevant.



This can easily be fixed by segmentation. The segmentation criterion is usually defined by the type of business and email marketing campaign objectives. Your email contact list can be categorized according to the following;

  • Demographics

  • Industry

  • Client interests

  • Source of lead

  • Contest participation

  • Sales funnel drop-off. These help you to segment your email contact lists accordingly.

Consider your customer's needs and wants and endeavor to include them in the email to motivate the reader to act on your message.


4. Not Optimized For Mobile

The statistics are inevitable, and they reveal that the number of mobile users is growing. The old habit of focusing on PCs and ignoring smartphones can be costly. Focus on multiple devices, and recipients will more often open your newsletters.


The good news is that high-quality email marketing services allow you to optimize email for mobile phones in seconds. A mobile-ready customer service solution is a feature of modernity, and good customer support software should support mobile applications. In addition, website responsiveness should match mobile responsiveness.


5. Emails without CTA

Not using a call-to-action (CTA) is a fatal anti-trend that makes recipients uncertain. Without one, the person who reads the newsletter doesn't understand what is required of them or where to go next.


Adding a Call-to-Action statement like; subscribe speaks to people and enables them to subscribe to your email newsletter list, expanding your network with more people opting in.


Conclusion

An email marketing strategy requires significant planning and forethought. By dedicating time to planning your email marketing strategy, you can meet your goals more effectively and create the best campaigns possible.




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