6 E-MAIL MARKETING MISTAKES YOU COULD BE MAKING
A few months ago, a new study was released that gained no small amount of traction within the online marketing community. The study essentially alleged that e-mail marketing generates better results and better ROI than social media or really any other digital marketing discipline.
Some online marketers celebrated the study while others thought it a bit dubious, but regardless of the legitimacy or impact of the study, this much seems true: E-mail marketing is something people should take seriously. It remains a vital online marketing strategy, and to ignore it in favor of the bright shiny newness of social media marketing could be folly.
Note, however, that doing e-mail marketing and simply sending e-mails to your clients are not the same thing; likewise, sending advertisements to “cold” prospects, though it may work in some scenarios, is more likely to get your company’s e-mails lumped together with all the spam.
In fact, there are a number of e-mail marketing mishaps that can threaten the integrity and efficacy of your campaign—and a few of them are as follows:
1. E-mailing too often. You might have expected us to say not e-mailing often enough, and that’s a mistake as well, but when you e-mail the folks on your e-mail list every day or even every week, it can start to smack of desperation—and beyond that, it’s really Plus, it is highly unlikely that you’re coming up with compelling new content on that kind of a basis. Stick with e-mails once, twice a month at the most.
6. Sending e-mails without opt-outs. Consumers like to have some choice—something Apple and U2 recently learned the hard way—so always include a means for users to unsubscribe.