The biggest Email Marketing mistakes you are making

Thanks for the RT !

If you want to take your Email Marketing to the next level and increase your brand’s revenue by 30% then book a call with me here → https://calendly.com/nestemailmarketing/ac?month=2023-01

Here are the biggest email marketing mistakes you’re making + how to fix them:

1. Selling too hard

When you’re emailing your customers, it’s important to first understand why you’re emailing them. You want to get something out of the relationship, whether it’s increased sales or website traffic, but you still need to foster a relationship with your customers. If every email tries to sell your products, your customers are going to become disengaged. Try to find a balance between helpful content and product offers.

For example, if you run a hardware shop, perhaps you could send out a weekly newsletter with tips on better completing projects around the house or worksite tied in with this regular content, you can showcase relevant new items or sales

Sharing tips and ideas allows you to engage customers through content marketing. By doing this, you can bolster your position as an industry expert while also gaining the trust of and building a relationship with customers. This will lead to higher open rates and improved conversion rates

2. Failing to optimize for mobile

Always test out the emails on your phone before sending them out. Send yourself a copy of the email and open it on your phone to make sure it looks good, the fonts are the right size and the graphics / videos look good

The best emails give customers a great experience both on mobile and desktop. It might take a few extra minutes to perfect your email’s format, but it’s worth the effort to ensure your emails are optimized for mobile

Data says that if your email doesn’t display properly on mobile, nearly 3 out of 4 people will delete the email in seconds. That’s a lot of missed sales

3. Neglecting your sender reputation

One of the most common email marketing mistakes is not looking at your sender reputation. This score, which internet service providers set, weighs your daily email volume alongside your bounce and unsubscribe rates. The more frequently your emails bounce or result in recipients unsubscribing, the lower your sender reputation

To improve your sender reputation, you must first track it. The easiest way to do so is with a website or tool that needs just your URL to pull up your score. A great example is Sender Score: Just add your URL, your monthly email send volume and some other key information to see your score. You’ll also gain access to sender reputation reports and tips on how to improve your score. Following the tips should lead to fewer of your emails going to spam.

Other ways you can increase your sender reputation:

• Send plain-text emails

• Ask for a reply CTA

• Clean your email list + remove unengaged subscribers

4. Not segmenting enough

I’ve seen a ton of brands that simply don’t segment their audience enough. Segmenting your audience lets you be more specific and personal with your audience → usually meaning more sales.

You’re leaving a lot of money on the table by not segmenting your audience. You’re also hurting your sender reputation and email deliverability by sending emails to an unengaged segment that aren’t opening your emails.

Start segmenting your audience ASAP:

• VIP

• Engaged

• Unengaged

• Potential VIP

• etc

5. Not including clear call to actions

I’ve seen a lot of brands that include multiple CTAs in their email

• Follow us

• Buy our product

• Reply to the email

• Leave a review

Etc

This is NOT how you end an email.

There was a study done a while back where people go into an ice cream shop. In the morning they have 3 flavours but at night they have 20

The people in the morning were not only happier with their flavour (even though there were fewer choices) but they were also more likely to choose one. A few of the people at night went in but couldn’t choose and just ended up leaving instead

This is called analysis paralysis → your customers don’t want too much choice. Give them one, clear CTA to follow and I guarantee it will perform 3x better than if you have multiple CTAs in your email

6. Neglecting analytics

If you want to be successful with Email Marketing you need to constantly be checking analytics and tweaking your performance

This is why I never recommend brand owners pay someone once-off to set up their email flows. It seems like a great idea at the time but those flows will constantly need to be tweaked and improved upon or else they’ll deliver mediocre results. This is the difference between brands that make 10% of their revenue from email and those that make 30%

If you’re putting time or money into email marketing then at least make sure that you’re doing it right. Check your analytics on Klaviyo and see where you can improve upon

• Low open rates? → improve your subject lines + possibly also email deliverability

• Low conversion rates? → create a better offer and test a different CTA

• High unsubscribe rates? → create better content and don’t sell as much

7. Creating poor subject lines

According to mailchimp, the industry average for open rates is 21%. Yet with most of our clients we get 40-50% open rates

This is the power of good subject lines. You should be spending wayyy more time than you think is necessary on subject lines. After all, it doesn’t matter how good your email content is if no one reads it

50% of your time creating an email should be spent on the subject line. Create multiple drafts and choose your favourite. Test subject lines until you get something that works, then you will likely know what works and what doesn’t and won’t have to spend as much time on them

8. Including too many images

Some email recipients block seeing images in their emails (you would be surprised by how many do this)

This means when you send them an email full of images they just receive a blank email which is not ideal at all

Sure, you can add alt text to appear where images are absent, but it won’t quite do the trick like paragraphs and sentences.

To avoid this email marketing mistake, use at most a few images in your emails and space them out evenly.

9. Sending emails at the wrong time

Data from Hubspot suggests that emails sent at 11 a.m. had the highest open rates. Data from ‘Campaign Monitor’ suggests that Wednesdays and Fridays are the best days to send emails.

This doesn’t mean these times or days are the best for YOU to send emails, but it’s a good place to start

You should be testing out different times and days to send emails. You can do this in Klaviyo and split test it → have an email ready to go, you can send it to 20% segments of your audience over the course of 5 days and see what day performs the best

A few tests like this for days / times and you’ll be able to see when the best time to send an email to your audience is

10. Not personalizing email campaigns

The best emails engage the audience. To best engage your audience, it’s important to create personalized messages, which can mean anything from launching segmented email campaigns to including a recipient’s name in the subject line.

This ties back in with segmenting. By sending segmented messages with personalized written content, you have a better chance of getting someone to engage with your email. This gives you a better chance of converting them into a paying customer. Standing out in a crowded inbox requires personalization.

Hope you guys enjoyed this giveaway