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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
5 Email Marketing Mistakes You Should Avoid at All Costs
Email marketing remains one of the most widespread and efficient ways to reach your customer base. It’s also a great way to establish your authority and move leads through your sales funnel. However, too many people end up ruining their email marketing efforts by committing mistakes that could’ve been easily avoided. Here are some of the most common email marketing mistakes you should avoid at all costs.
Not Integrating your CRM and Automation Tools
If you want to get the most out of your email marketing campaigns, you’ll have to learn how to integrate your CRM tools and email automation tools together to unleash their full potential. If you’re using MailChimp, then you have to use it in conjunction with an inbound marketing tool like Hubspot if you want to make the most of it. Hubspot is an inbound marketing suite that allows you to gather leads and nurture them, and can really take your email marketing efforts to the next level when used correctly.
Hubspot and Mailchimp work especially well together and Hubspot’s integration with Mailchimp allows you to share leads that were gathered through your sales funnel and create tailor-made email campaigns just for them. Hubspot Integration also allows you to segment your list better. For instance, you could add bouncing MailChimp emails to Hubspot and try to change your approach by offering special offers. Through MailChimp integration, you could also send qualified leads from Hubspot directly to your mailing list as soon as they’ve reached a particular lead score. If you want to learn more about how to sync Hubspot and MailChimp, and how it could unlock your email marketing campaign’s full potential, visit www.piesync.com/hubspot/mailchimp/. PieSync’s tool will save you from having to manually import and export all of your contacts which will ultimately lead to less mistakes.
Starting too Late
For some reason, a lot of people focus on email marketing as a last resort and will put more effort into things like SEO and social media. But without a solid email marketing strategy from the get-go, you’re losing a lot of potential leads in the process. Many forget that a wide majority of people who visit their website will never come back.
But by using email marketing tools, you can not only ensure that your guests come back, but actually convince bouncers to opt in. Using exit popups could be a great way to reduce your bouncing rates and convert bouncers by offering value.
Not Having a Clear Call to Action
Everyone has a clear intention when they send email messages. Maybe you want to notify your audience of an upcoming event. Or you may have a product launch coming soon. Or maybe you just want them to download a copy of a new report you just released. Either way, it’s important that you make that intention loud and clear. So, make sure that your call to action is impossible to miss and is compelling enough for your audience to follow through. You can find some great call to action examples here: https://blog.hubspot.com/marketing/call-to-action-examples.
Having a One Size Fits All Approach
You can’t approach people who opted in after downloading a free report the same way you would approach a paying customer. Satisfied paying customers already have your trust, while new subscribers might not even be interested in buying your products in the first place and are just here for the free lunch. That’s why you’ll have to learn to tailor your message depending on where your subscribers are along your sales funnel.
The goal with new subscribers should be to build trust first and foremost. And the best way to do that is to focus on providing value. You should spend most of your time offering useful information to them instead of trying to sell to them aggressively. This is the only way you can establish yourself as a true resource and not just another shameless marketer.
Not Thinking of Mobile Users
Most use mobile devices to check their emails these days, and if your mailings take too long to load on mobile devices or look all over the place, you might lose a subscriber right then and there. This is why you should opt for an autoresponder service with a wide selection of simple templates that will perform well across all platforms. Forget big images and fancy color schemes and strip down your messages as much as you can if you want to get your point across. And if you’re absolutely going to be using images, make sure that they’re accompanied with alt text as well. This will allow people with images turned off the opportunity to still get the gist of your message.
Conclusion
When used correctly, email marketing can be one of the most powerful ways to target your audience, raise awareness about your brand, and establish a genuine relationship with them. Make sure that you avoid these mistakes if you want to get the most out of your email marketing campaigns.
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