Top Three Email Marketing Mistakes to Avoid

Updated: Feb 19, 2019

Even in 2018, Email marketing is still one of the most effective means to get your message out to your target audience.


Even in 2018, Email marketing is still one of the most effective means to get your message out to your target audience. So, how effective is email marketing? Get this, Email marketing has an average ROI of 3,800 percent.


For every dollar invested, the average return is $38. According to software giant Salesforce, and email is the third most influential source of information for B2B audiences, behind colleague recommendations and industry thought leaders.



That being said, the success rate of any email marketing campaign depends on the quality of your list, content of your email messages and the timing. Email marketing, among small business owners, gets a bad rep because most folks miss one or more of the elements mentioned above, or that they do not give it enough time to see results. I cannot help with the time thing, but I would like to share three common mistakes to avoid when embarking on a new email marketing strategy.


#1 – Excessive use of images

Although using images in email campaign will add beauty to your emails. Most Email service providers (ESP) look at images, among other factors to help determine if an email is promotional, or worse, spam. So then, the question of whether to use images at all in your email campaigns comes down to whether you value aesthetics over delivery.


Sure you can use a few images and probably be fine. The thing is, most small business owners go overboard with the use of images and end up in the spam folders of their customers. Furthermore, images do not always translate well across other devices, therefore, rendering your messages unreadable. It is best to use just one or two responsive PNG images in your email campaigns.



#2 - Cookie cutter emails

When it comes to email marketing, personalization equals responses. It is imperative that you take the time to personalize your email messages as much as possible. Apps Like Benchmark and Dashingmail provide the tools you need to fully personalize all parts of your email to specifically address the recipient. Use the receiver's name in your heading, greetings, etc. Customize the body of your emails to reference important dates like anniversaries, birthdays,

etc.



#3 - Not Using an Email Service Provider (ESP)

If you want to effectively send emails to your lead, you need to take advantage of an Email Service Provider. Why? Because they will ensure that all of your emails are clean, CAN-SPAM compliant and ready to be sent out.


Now a days there are just so many ways that your email message can be marked as spam. It might look fine to you but still are picked up as spam, which is why you need to be using an Email Service Provider so that you can ensure you get the assurance that your emails are actually reaching their destination and that your subscribers are reading them.

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