Whether you run a business or blog, you know how important email marketing is to your conversion strategy. It’s a means of directly communicating with your audience to give them content they want, get to know subscribers better, and boost your sales.

However, too many businesses make common mistakes when crafting their email marketing strategy and composing their emails. The main goal is to increase user engagement and build a solid foundation between brand and consumer. If you fail to market to your audience in your emails, you’ll see an incline in your unsubscribe rate, and that’s the last thing you want.

Here are four email marketing mistakes you should avoid if you want your business to grow.

1. No actionable CTA

Your audience doesn’t want to guess what action they’re supposed to take when they open your emails. No matter how obvious you think it is, you need to lead them in the right direction so you get the conversions and engagement you want.

If you aren’t including calls-to-action in every email, you’re losing out on valuable conversions. If it’s boring or too vague, users won’t be interested enough to click. Add urgency to your CTA and try to make them specific to the action. For example, instead of saying “Submit,” you could put “Sign me up for this offer.”

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It’s essential to A/B test your CTAs so you can track what works with your audience and what doesn’t. Elements like color, placement, and copy have a tremendous effect on your click-through rate, and every single component matters. Luckily, OptinMonster makes it easy to split test campaigns.

2. Not sending relevant content

How well do you know your audience and their interests? Are you positive that what you’re sending them is relevant to their needs and grabs their attention or do you have little to no clue?

It’s essential that you understand your target audience like the back of your hand because they hold the key to your business’ success. If you’re crafting emails and aren’t sure how well they’re going to perform with your subscribers, it’s time to create accurate buyer personas that map out all the details. These are customer profiles that tell you your audience’s demographics, their pain points, buying behaviors, what they want from your brand, and more.

3. Lack of personalization

How does the tone of your email campaigns usually sound? Does it come off as a sales pitch from a brand that’s desperate to make ends meet? Are you talking to your subscribers in a way that doesn’t resonate with their style? If so, you need to work on personalizing your emails.

There are many ways you can do this. Make sure the way you write is the way your target audience wants to be spoken to. If your emails come off too formal and sound like a brand that’s just trying to sell something, take a different approach. Use language that makes you feel like a close friend of your audience rather than a salesperson.

You can also include details like their name in the subject line or opening line of the email. Make the campaign about them, not you. Tell them specifically how you can solve their problems or help them out so they feel more attached to your brand.

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4. Non-mobile-friendly campaigns

To put this into perspective, there are 4.6 billion mobile users around the world, and on top of that, two-thirds of users check their email on a mobile device. People are actively on their phones every single day, so if you aren’t optimizing your emails for mobile, you’re losing out on a whole lot of conversions.

It’s common for users to check their emails from their phones, tablets, and other devices, so you can help bring your business towards more growth by ensuring that your content is responsive no matter how people are consuming it.

Your emails should have a clean, responsive design where images are optimized and text is spaced out and fits the screen. It’s essential to A/B test your campaigns to ensure they look pristine on all devices and provide a positive UX.

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Over to you

Your email marketing is one of the most valuable assets of your business. If you have a faulty strategy, you can bet your rate of conversions will go down. That’s why it’s essential to take every step necessary so you have an optimized email marketing strategy that brings you closer to achieving your business goals.