Email remains the major communication medium in Internet. This is one of the reasons why email marketing is one of the most efficient online marketing methods ever. Partnership programs, social networks, PPC work well enough, only if they are used together with email newsletters – a common way of interaction customers have got used to. Despite the fact that email marketing has been on the stage for long, a lot of marketers continue doing the same mistake, and they are not necessarily new to this sphere. In this article we will look at three common mistakes.
Too much
As it is been said, moderation is the key to success! In email marketing best practices it is true as well. Though, it is not easy to find this happy medium. Besides, there some cases, when even respectable and experienced online shops, with good proven communication channels with customers, break loose and start to bombard their subscribers with newsletters. Such cases are especially common during pre-holiday time, when buyers get more active. Example of negative tactics: ecommerce shop of solid Toys’R’Us trademark sends the customer 7 letters in one day before Cyber Monday.
To determine the happy medium of newsletter frequency, it is good to run experiments and analyze the click through level, number of read letters and unsubscribe rate of email marketing campaign. The outcome will depend on your audience: some prefer weekly digest and some will find it more efficient to send information about discounts and sales every day.
Ignoring mobile
Survey results show that mobile internet has astonishing growth pace. The number of people, accessing the email boxes from smartphones is going up, and we can’t ignore this fact anymore. What are the email marketing tips for mobile? What makes email newsletters for mobile devices great? It is not about design only, cutting down the image number and optimum text amount. An important thing is also to take user’s place and track his path when he decides to click through to the online shopping website. Will everything outside newsletter look as good as in the letter? Will everything be crystal clear? Does your link leads to the right place? User’s behavior entering the site from mobile differs from one who uses desktop computer or notebook. The former values the speed he can reach the goal, how obvious his next step is. The later may not pay mind usability issues so much. Take into account what type of user you are going to send your letter if you want to achieve the best email marketing results.
Underestimating email newsletter efficiency
In case you use special software for email marketing solutions, it is easy to find out the number of people have opened the newsletter, how many of them clicked through to the site and what conversion has been received. Generally, email newsletter outcome is even better than it seems, however it is difficult to measure the exact results. Karoline Ni, email marketing expert, has seen many cases when conversion, initially triggered by newsletter, took effect on other channels. For example, a customer, who makes a telephone call, tells promo code received in newsletter, or a customer mentions sale which was promoted only via email. So newsletters is like a stone which after having been thrown in the water makes circles – best seen are only circles near the place a stone has drown, however further they exist also, but not so obvious. That is why you shouldn’t measure email marketing efficiency only by clicks, there is actually more than meets the eye.
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