Marketing and email marketing are an art. However, not everyone is an artist and is prone to make mistakes that can kill the conversion rate. But worry no more because we have found 5 email marketing mistakes that could kill your conversion rate.
Email Marketing is the hotshot of this century. It is a way to turn potential targets into long term customers. Through email marketing, one has to ensure that their email is opened by the relevant recipient; only then can the conversion rate increase once the recipient actually clicks on your link. But despite working super hard, you might not be getting the conversion rate you want so dearly. Here are 5 Email Marketing Mistakes that you might be making that are killing your conversion rate.
- Failing at Basic Segmentation:
In this world of the internet and technologies, it’s far easier to collect the customer’s information as mostly they give away their personal details through surveys and signups. However, using this data to get maximum results is where many businesses fail. Ideally, you should use this information to individually target your readers.
We can assure you that we send the right email to the right person based on correct segmentation. You can tailor your message according to the readers’ age, location, and time zone. However, wrong segmentation creates irrelevant emails, and that is where your conversion rate will surely die.
To avoid that, choose to use your recipient’s name and then give them relevant content. This will not only affect the open rates, but you will also find that the targeted audience will be more satisfied with the emails, and your conversion rate will increase. So, remember to segment your lists and send emails to the correct people.
- Not Acquiring Permission:
Using someone’s information without their best interest can cause you great trouble, legally as well as personally. To run a full-time business, you should ignore spamming emails as the reputation of the company gets affected by it. However, if you do that after acquiring permission, your readers will feel respected, and you’ll be able to attain their trust.
Referring to findings in the study from Attention Insight, it’s advisable to seek permission before sending an email to your intended recipient. This entails requesting their agreement or consent. Furthermore, when composing your email, it’s essential to provide a clear explanation for why you’re reaching out. By adhering to this approach, you can establish trust with the reader, as the act of seeking permission prior to sending the email demonstrates respect for their preferences and cultivates a sense of transparency and reliability.
To send your emails to the target person, it’s a good habit to take their permission with a yes or a no regarding whether they would want to be sent the emails or not. You should make it clear why you are sending those emails in the first place and what impact would the emails have on the recipient.
This message is usually included in the very first paragraph of the email. Also, it is recommended to have an unsubscribe button for people who do not wish to receive emails.
- Never Focusing on Your Subject Lines:
To increase conversion rates, a subject line plays the most important role. A subject line is a very first thing your readers see even before opening the email. It is responsible for making your email stand out from the rest. It works as the decider for the reader, determining whether the email is of any use or not.
As indicated in research featured in Search Engine Journal, the effectiveness of your subject lines plays a pivotal role in the success of your marketing message and its outcomes. The subject line serves as the initial point of contact for your readers, often seen before they open the email. When crafting a subject line, it’s essential to incorporate relevant statistics and employ precision to ensure a strong impact on the reader.
Subject lines should be short but creative and intriguing. To write the perfect subject line, you may require some important ingredients like using proper statistics so that it marks an impact on the reader, concreteness. Ideally, it is recommended to get to the main point with the very first word. But most importantly, use catchy phrases in the subject lines and avoid using spam words because, after all these efforts, you don’t want to end up in a spam box, which would surely affect your conversion rate.
The best practice is to start it with a question, for example: “What time is it? It’s time to get free stuff!”.
- Not Keeping a Check on Your List:
Losing and gaining subscribers is a natural part of email marketing. However, it also needs to be kept in check. Having a high unsubscription rate can be damaging, and being unable to keep up with the growing list is also not good.
It’s important to keep a check on your subscribers, who is the most active subscriber and who is inactive. Keep a keen interest in their habits and patterns. This is precious data that can tell you how to improve your emails. Use it to refresh your list.
You should be aware of the inactive subscribers as it would only extend your list and waste your time trying to persuade an inactive entity to check your services out. Instead, you can work on active subscribers who would actually help increase your conversion rate.
Use behavior-based emails and keep these readers engaged. Keep your emails unique, interesting, and always follow a schedule, so your audience knows what to expect.
- Avoiding A/B Tests:
People view emails on different devices, and therefore, the email may load differently. If you play around with the various things you can add, you will eventually find a pattern that is suitable for your email campaign.
In accordance with research highlighted by Benchmarker Email, it’s important to consider that people access emails using various devices, which can lead to different email loading experiences. Engaging in A/B testing for your emails becomes crucial to maximize your expertise and apply data-driven insights to enhance your campaigns. Failing to do so means you may not be sending emails that are fully optimized to cater to diverse viewing contexts and preferences.
For example, the following can really affect your open rates:
- Plain text or HTML – Changes how your email appears.
- Different experiments with the subject lines – Can have a positive impact on the open rates.
- Testing your call-to-action copy – This allows you to improve interaction with readers.
- Having a check on whether your email is being delivered or not–to keep bounce rates in check.
Using these tests can actually help you figure out what your emails are lacking and how you can make them better. Thus this method can be productive for conversion rates.
