According to a study by the Radicati Group, an average of 205 billion emails were sent every single day in 2015 – a number that’s only increased over the last two years. This is a clear indication that your organisation needs a highly effective email marketing strategy to stand out from the massive number of emails your prospective customers inevitably receive on a daily basis. Here are some of the most common email marketing mistakes that can ruin your relationship with prospective customers:
A successful email marketing strategy makes your audience feel like every email has been specifically tailored for them. Receiving an email from “sales@” or “info@” lacks a personal touch, which decreases the chance of your email being opened.
“Donotreply@” is probably the worst alias you can go with, as you should always offer a channel for your audience to respond on. Sending an email from a building or alias is a sure-fire way to alienate your target market.
One of the easiest ways to damage your organisation’s reputation is by using misleading subject lines to trick prospective into opening your emails. Things such as deceptive messaging, fake prizes and false promises will get you nowhere. In fact, it doesn’t just affect the relationship with your prospects it also skew your metrics and data.
Your organisation will only attract and convert prospects with offers that are timely and relevant for them. So don’t use your email to talk solely about yourself or your company; rather, relate your offerings directly to their pain points and goals. Understanding your prospective customers’ situation and circumstance is essential if you want to build rapport and increase response rates. Put yourself in their shoes, do your research and send emails that connect on a human level.
No one likes SPAM: it’s considered untrustworthy, excessively salesy and, quite simply, off-putting. Furthermore, most email platforms have filters that pick up on SPAM triggers and send them directly to your audiences’ SPAM box. This means that your emails don’t get looked at. Read through this Hubspot blog: The Ultimate List of Email SPAM Trigger Words for a comprehensive list of words to avoid.
Lupo Digital is an digital marketing agency that specialises in lead management and lead generation for organisations, helping them build strong ongoing relationships with their prospects and customers. We have a passionate, experienced team dedicated to bringing all the benefits of inbound marketing. For more information on how lead management works for organisations, download our executive guide to lead generation.