This is my last post in my series of 7 Rookie Email Marketing Mistakes here on Business 2 Community. Scroll to the bottom of this post to see mistakes 1 through 5.
If you recognize any of these mistakes in your own campaigns, it’s time to step up your game and start seeing what real email marketing success looks like.
Mistake #6: Not Hitting the Send Button
There are a number of reasons why marketers fail to hit the send button. Fear is often a very real emotion that many email marketers face prior to hitting the send button. They worry about broken links, spelling mistakes, formatting errors and basically anything else that could potentially make them look foolish in front of their entire list. If you suffer from these moments of doubt, run your campaigns by a colleague to check for spelling, grammatical or any factual errors. It is also possible to send test sends to multiple email addresses so you can check how your email appears in the various browsers. If everything looks OK – just hit the send button and start worrying about your next campaign. If you do make a mistake, it’s not the end of the world. Remember making mistakes is all part of being human, small mistakes can be brushed over and forgiveness sought for larger errors. Bear in mind the biggest mistake you might make is not sending the email in the first place.
Mistake #7: Not Learning from Previous Campaigns
The free analytic tools that come with most online marketing services are pretty neat. They can let you know, almost to the second, who has opened your emails, who has clicked on your emails, and even which links they have clicked on. You should also know how many unsubscribes each email has generated, which emails have bounced and the number of spam complaints made against you. This information alone is incredibly valuable and will steer you onto the right path toward creating more engaging, relevant and profitable campaigns. Plug in a tool like Google Analytics – which is also free – and your insight will become so detailed you’ll be able to track individual sales down to campaigns, compare email against other marketing channels and have a complete understanding of your marketing return on investment. There is of course a bit of learning curve when adopting advanced analytical tools but the rewards will always outweigh the investment in time and effort and you’ll soon be on your way to producing more effective email campaigns.
Rookie Mistake #1: The Monthly Newsletter
Rookie Mistake #2: The Shotgun Approach
Rookie Mistake #3: The Wrong From Address
Rookie Mistakes #4 & 5: The Dubiously Acquired List & The Big Picture
Stop Making Rookie Mistakes – Download iContact’s 10 Rules for Successful Email Marketing GuideToday.