Every business does email marketing. It is a good way to reach out to a lot of people considering the number of people using emails today. Even if there are modern Internet users who prefer communicating via social media, professionals are still into emails. In fact, most people read emails first thing in the morning when they wake up.

Therefore, if you are running a business and you want to stay connected with these people, you have to invest in email marketing and use it the right way. Sadly, it can also backfire especially if you have made these common mistakes.

Using a [email protected] sender type of email address

A lot of companies still do this. One of the main reasons why it is such a mistake is that people tend to feel less connected with the company. They won’t be able to ask questions and make clarifications. It also feels like the company is closed-minded when it comes to suggestions. Most companies would also prefer that the customers call them. When there is an option for them to reach the company in an easier method, why would you not give them that opportunity? Find someone in your team to manage the replies and keep in touch with the customers rather than just trying to shun all of them.

Not using the right number of links to your site

There are emails that use tons of links throughout the email. It starts to look like spam once the links are all over the place and they no longer look natural. Conversely, there are emails with no direct link to the website at all, and this is wasted opportunity. The best way to deal with it is to just use 1 to 2 links within the email. One of them can come out on the signature while the other can be embedded in the email. However, it should be done in such a way that it will appear like a natural part of the email and not just forced into it to advertise the business. Make sure the email ends with a call to action, and if it is to click the link, it would be a good option.

Not sending mobile-friendly emails

There is a growing number of people who make use of mobile devices only for communication. They don’t open their laptop or desktop computers just to send emails. As a result, the emails are not understood well. The message does not come across as clear as it should. The email should also allow people to complete certain actions without going through a lot. For instance, if you want them to register, they must be able to do so within the email. Asking them to complete a Google form, for instance, is also an option, but also make it mobile-friendly. Otherwise, people will get irritated and just delete the email.

Sending unsolicited messages

We are now at a stage where people can already identify which messages are to be considered spam or not. When the message comes out of nowhere and they didn’t agree to receive these messages, they will most likely delete them. This is why it is important to always ask them first if they are willing to receive the messages, newsletters and other updates from you. They must also have an option to terminate the subscription if they want to. There are times when you want to just do an email blast and send emails to as many people as possible. Although this looks like an easy task, perhaps none of those recipients will be encouraged to patronize your business at all. Worse, they could even delete all the messages and not trust your brand anymore.

Sending emails without testing

Before you send the messages to your customers, make sure you have tested them first. There are times when the emails look fine on your computer, but they look different when sent to someone else’s computer. Other emails also have links that work well and redirect people to the main website, but some emails don’t receive it this way. Some images also seem to appear a lot bigger than they deemed to be. As such, testing the emails to make sure they work well would help a lot.

Not thinking of the subject and sender thoroughly

For the subject, it must be easy for recipients to identify your brand. The moment they see the sender, they should immediately realize that it is your business and you are trying to inform them something useful. When they read the subject, they must have an idea about what the content is. If the subject alone is already unattractive, they won’t bother reading through the rest of the information. 

Ignoring email statistics

To understand if your email marketing techniques work, you have to also focus on message statistics. This will tell you if people have been opening the emails they have received from you. This also tells you if those messages were responded to with an action or were just suddenly deleted. Check the unsubscribe rate as well. You must be able to monitor everything for potential issues so they can be contained right away.

Being vague

When sending emails, everything has to be clear. People need to understand right away the message that you are trying to tell them. It is like looking at business signs.  Otherwise, they will get confused and eventually lost. The same thing is true with emails. When they don’t understand the point, they will delete it or ignore it. You are wasting a good opportunity to reach out to your target customers.

Some people would say that email marketing no longer works given that a lot of people consider these emails spam. However, you should also understand that there are people taking these emails seriously. They read every single detail especially if catch their attention. Therefore, you should not just give up on the idea of using emails for marketing. Once you have used it the right way, you might boost the overall sales of your business and have a stronger brand in the end.

About the Author: 

Brand marketing specialist Richard Aquino of Excel Signworks understands the impact that appropriate signage and marketing elements can have on your business. Focused on smart design and layout, he ensures every promotional opportunity available is considered and utilized if expected to have a big enough impact and ROI for your company.  After hours, he volunteers his time working with a local Pittsburgh after school program teaching entrepreneurship to teens.