Ok, so we all make mistakes from time to time, but there are some people out there who seem to have made a profession out of doing email marketing all wrong. Scrutinise your own email account for old marketing emails, and take note of the ones you never opened. And of those you opened, which got banished to the spam folder for being pure junk? Chances are the sender may have made one of these critical five mistakes.
1. The “I couldn’t care less who you are” email
Dear customer, dear blog subscriber and dear (misspelt or wrong name) should all be banished in email marketing. Not only do they say to the customer ‘you are not very important’ and ‘I’m far too full of myself to bother checking your name’, they also signify unsolicited junk and are usually destined for the spam button.
2. The copy and paste pitch
Getting your elevator pitch right is fine, but verbatim copy and pasting it to numerous clients is not. If you are trying to sell services with an individual email, make it individually. Explain to that person or company why you think your services will benefit them, and what has inspired you to contact them. Of course with marketing emails there is an element of repetitiveness, but it’s your job to make sure that each customer still feels treated like an individual.
3. Ridiculously short / mega long
There is no magic number when it comes to length of emails, and your perfect length will differ based on your industry and audience. However, the one line of ‘Hey! Check out our new product! <link>’ will do nothing to boost credibility or clicks. Similarly a three page discussion on the benefits of your products compared with your competitors will not inspire people to actually read it at all.
4. The English murdering email
There really is no excuse for not spell checking your work before you send it. Similarly, there is no excuse for misplaced apostrophes, lack of appropriate capitalisation or generally sloppy content. Nothing beats a real humans proof reading skills, so have a colleague or two give it a thorough once over before anyone else gets a look at it.
5. The crazy salesman email
Buy, buy, buy! Err, should that actually be bye, bye, bye? Customers are not keen to be ‘sold’ to any more. They don’t mind being asked for business, and a friendly ‘click here’ or ‘buy now’ is perfectly acceptable. But the car salesman stroke market trader approach of in your face flashing discount signs and top of the lungs self-promotion really should be reserved for the late night shopping channels only.