3 Common Email Marketing Mistakes You Need to Avoid
It doesn’t matter what type of business you have or what industry you are in, you need to include email marketing as part of your marketing strategy.
There is a general perception that email marketing is considered ineffective and out of date. However, that is not true.
One of the reasons why email marketing is so useful is because it can provide a high ROI. For every $ 1 you spend, the average expected return is $ 32.
81% of small business owners say they rely on email as their primary method of acquiring customers. 80% of small businesses say they also rely on email for consumer retention.
So, for those of you who are currently having trouble running email marketing, you may have made some mistakes.
Do not be discouraged. On the contrary, this is good news. You only need to make a few adjustments to make it more successful.
Here are 8 common mistakes in email marketing that you should avoid:
1. Not Welcome Your Customers
Let’s assume you just got a new subscriber to your email list. That is great news.
These customers have gone through many stages on your website. Head over to the landing page, see the benefits of subscribing to an email, and finally fill out the form fields to register their email. From this, it is clear that they are interested in your website.
Then, what’s next?
If you don’t have a plan for how to get them, then you have made a big mistake. A welcome email should be sent immediately after your website visitor subscribes to the email. This should be done because welcome emails have the highest email open rates of any type of email.
Welcome emails can generate 320% more revenue than any other marketing message. Plus, welcome emails have 336% higher transaction rates as well as higher CTRs than other types of email you send.
2. Forgot to Use Call-to-Action
Sending an email without a clear purpose will not benefit your customer’s life. So, any email you send should have a purpose and include a clear CTA that fits your target.
So, what do you expect after they read your email without a CTA?
Another mistake that is still related to CTAs is using them too much, even reaching four or five CTAs in the same message.
- Shop Now
- Join Our Loyalty Program
- Share on Social Media
- Register Yourself at Our Events
- Share with Your Friends
On your own, all these CTAs won’t be a problem. But when you use them all in the same message, your readers will get confused and overwhelmed, which will eventually lower your conversion rates.
The CTA must also be relevant to the message you are sending. For example, if you’re releasing a new product, the CTA should be a call to purchase. If you’re hosting an event, the CTA should be about asking to register. If you want to do both, then compose two different emails.
3. Sending Too Many Emails
Just because someone has subscribed to an email on your website doesn’t mean you have the right to bombard them with emails every day. The average person who works in an office receives 121 emails every day.
So it’s no surprise that many people unsubscribe from email because they received too many messages.
Try to put yourself in the consumer’s shoes. Apart from receiving messages from your business, they also receive many messages from other businesses. If you have this, how often will you check and read these emails?
They should be happy when they receive an email from you, not bored or upset. Because, they signed up to get messages from you, and were interested in the content that you were about to send. So, limit your promotional content, at most once a week.
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