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 Avoid these 5 mistakes when email marketingCurrently my email inbox says that I have 335 unread messages. I can assure you that these 355 unread messages are not a result of my popularity. It is simply what happens when one is subscribed to a large number of email lists. Looking at that number whenever I open my email is daunting, but it doesn’t mean that this isn’t an effective way to reach existing or potential customers. Contrary to popular belief, email marketing is not dead. It can be a very successful form of marketing if done right. In order to make this form of marketing work for your company, you want to avoid the following mistakes.

 Using emails to only sell products

Content is key in today’s world of inbound marketing, and email is no exception. When you begin to email current or potential customers you are building a relationship with them. No one wants a relationship to be based solely on one party only trying to sell their product or promote their service. When that is the case, you start to feel like the company doesn’t actually care about you, they only care about making money.

This is where content comes in. Sending emails that provide helpful content without trying to sell anything overtly gives customers and leads the opportunity to get to know your business and trust you. Some of my favorite content-based emails that make their way to my inbox include emails from The New York Times with suggestions about what to cook this week/weekend, Similac formula with updates on baby’s development by week, and HubSpot Academy with tutorial and learning video recommendations. I tend to open content emails even when I am not currently in the market to make a purchase, whereas I delete emails that are only selling products if I’m not ready to buy. However, if someone already feels like they have a relationship with a company through content-based emails, when they are in a position to make a purchase, your company will be at the front of their mind.

Sending too many… or too few emails

We have probably all experienced the problem of too many emails. When a person’s inbox is overwhelmed by emails from various businesses the temptation is to quickly go through them, or just delete them, which makes that coveted “click through rate” lower. Even worse? People feel compelled to unsubscribe from the mailing list when they are too inundated with emails.

But, be aware. You can send out too few emails. This all comes down to expectations. Did a customer or a lead sign up for a weekly newsletter? Then you better make sure they receive a newsletter weekly. Do they expect a daily update? Then an email should be coming every day. You don’t want to disappoint customers by not sending enough emails when they are expecting more.

Just like Goldilocks, we are searching for something that is “just right” when it comes to the amount of emails to send. When determining what is best for your business, Renzo Costarella encourages us to think about what the goal of the email is and what product or service you are trying to promote. He gives the example that a business that sells air conditioners would send a greater volume of emails in the summer versus the winter.

You may need to play around with the frequency of emails to determine what is the magic number for your company.

Not asking permission to send emails

For better email marketing, only send emails if you have permission to do soRemember those 335 emails that I currently have sitting in my inbox? I know that I signed up for some of the email lists, but definitely not all of them, and I find it very frustrating that these emails are taking up space. According to MailChimp, “People who haven’t given you permission are more likely to report your email campaigns as spam, and less likely to engage with your campaigns or make purchases.”  It may seem like a good idea to procure as many email addresses as possible through whatever means, but if you are using email addresses without express permission to do so, it can end up backfiring and making your email marketing attempts pointless.

 Sending boring emails

This mistake speaks for itself.

Canva states, “…a great email design needs to capture the attention of the reader right away to avoid being deleted and risk never being seen.”

Make your emails grab customers attentions, because if you don’t, that may be the last time you are able to reach them via email. Click here to some examples of great email designs compiled by HubSpot.

Not making emails mobile friendly

One mistake in email marketing is not making emails mobile friendlyWhether you are in the waiting room at the doctor’s office, in line at the post office, or on a train, most likely the majority of people around you are scrolling through their smartphones. In 2013, 43 percent of emails were read on smartphones, tablets, or other mobile devices, and by 2017 55% of emails were.  With over half of emails being read on a small screen, businesses and email marketers need to make sure that their emails can be easily viewed, read, and any call to actions are easy to click on from a smartphone or tablet.

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