Emails can function as various different avenues to get the attention of the intended party. Some of these functions may include sending ads, requesting business participation, soliciting sales or donations, and other internet related business propositions.
E-mail communication is ideally meant to build some level of trust, loyalty and brand awareness. Here are mistakes that many marketers make that jeopardize that trust.
Writing long e-mails. Time is money in today’s world that is hard-pressed for time and bombarded with information overload. There does not seem to be enough time for anything and more often than not emails get deleted even before they are opened.
Keep your emails relevant, short and to-the-point.
Poorly designed emails. Although having good email design is not a vital contribution to increased readership, a poorly written one causes it to be discarded.
There is a need to gain the attention of the potential viewer with good writing and presentation design as there is only a very small fraction of time to grab the individual’s attention before he either deletes or archives without a second thought.
Being irrelevant and boring. If this attention grabbing point has been successfully addressed, then there needs to be some thought given to the relevance of the email content in order to maintain the interest of the reader to the end of your email message.
If the target audience deems the material irrelevant to them, it goes into the trash. Therefore it is important to ensure that your content of your email is not only relevant but as informative as possible without seeming too technical or boring. This will ensure the receiving party is happy to be included in the list of your email campaign.
Being too pushy in your sales pitch. You may market your product with all positive points made within the shortest possible amount of words. No one likes to be sold, although people like to buy.
Including some eye-catching visual might sustain reading interests. Using tools like teasers and links, if well designed, will help increase the chances of retaining the attention of the reader.
Writing Too Formally. Unless addressing to large corporations, don’t be too formal. Write with personality. There are many ways to design email content to act as the first presentation material the prospect is going to be viewing.
Perhaps the most important point to keep in mind is to ensure the content is designed according to the reader’s perception, with a personal connection.
Sending too many or too little emails. It is important to determine the appropriate frequency to sending out emails.
An overexposure is as detrimental to any email campaign as does underexposure. Both results in the eventual loss of potential sales and customer interests. Through overexposure, the prospect will feel overwhelmed or they may even feel they are being spammed.
With underexposure comes the loss of opportunities and sales which may have otherwise been successfully made had the recipient received sufficient emails and reminders. An assessment has to be made as to the impact the email marketing campaign is making on the customer activity and perception.
Having an uninteresting headline.
Headlines account for almost 90% of open rates. Author great headlines to keep your e-mail away from the trash. The headline of an email is often the only window the sender has to capture and retain the attention of the target audience.
The impression made from the headline is instrumental in ensuring that the reader continues to show interest in your mailings. Therefore it is important that the relevant skill be acquired or employed in relation to writing great headlines.
If you keep the above points in mind, you have ensure a successful email marketing campaign. One must seek to understand the needs of the customers above all.