Email marketing isn’t dead. In fact customer acquisition has quadrupled over the past 4 years. This goes to show how effective email marketing is for small businesses. That’s great news, provided that your emails are being read by the recipients.
In order to make sure that you’re getting the most out of your marketing efforts, you have to focus on what’s killing your open rates and find a way to fix them. While some mistakes are harmless, the following mistakes could be costly.
While a flood of emails may distance the customer you’re trying to attract, the same reaction can also be expected if you send emails on an inconsistent basis.
Have a consistent enough cadence that your subscribers would be thrilled to receive an email from you, yet relaxed enough that they don’t wonder whether or not you’re still sleeping at night.
Forgetting to send emails at important events
The introduction of new products or services, promotions and events your business will be holding are some examples of email worthy announcements. If you have an important event to cover, make it a point to create a multi-email campaign around it.
Poor subject lines
Subject lines are your first impression to every email recipient. They have to be clear enough that people know why you’re sending an email, short enough that they fit the screen of tablets and smartphones and enticing enough not to give away the entire email. Also, be cautious about using words and phrases that could mark your email as SPAM.
Unreliable email list
Whether you’re emailing inactive subscribers, not removing hard bounces or collecting bad data, having an unreliable email list can affect your open rates.
The key to a successful email campaigns is clean data. Make sure that all customer information is valid and up to date. Hard bounces should also be removed from your database.
Additionally, 43% of email recipients click the spam button based on the sender email address and name. So, it’s extremely important that the recipient knows who you are and are expecting to receive emails from you.