Email marketing is a tricky part of marketing because we’ve all been on the receiving end. All of us have woken up in the morning with five emails in our inbox of brands we don’t remember subscribing to.
But, email marketing is still very effective. More than half of the global population uses email, and, unlike social media, the users are not split between platforms. Meaning that, sending someone an email is the same no matter what mailing service they use. Whereas, when it comes to social media, something you post on Instagram may not reach Facebook users.
But, email marketing is still tricky to get right. So this week we are talking about the mistakes that businesses tend to make!
Too Little or Too Much?
It’s hard to know how much to email your customers. The golden range is between once a week and once a month.
Any less than once a month and your customers are likely to forget that they signed up for the list at all. Any more than once a week and they could unsubscribe because they receive so many emails in a week.
It’s a fine balance between the two, but bi-weekly seems to be the perfect amount. That way if your company has a sale or a special event, you can send more emails to let your customers know.
A lot of companies struggle to get customers to sign up for the email list. Email gets a bad rep and just saying “sign up for updates,” doesn’t really encourage customers.
The best way to get people to sign up is to give them some sort of incentive. A simple way to do this is giving customers a percentage off of their first order if they sign up.
An alternative is to give customers free ebooks when they sign up. Or free trials or samples of other products.
You have to give customers a reason to care about your brand and want the updates.
Balance it Out
You need to have a good mix of products and information. Customers don’t want to feel like they are just receiving a commercial every single time you email them.
So, you have it out with different things. Consider including information about your team so that your customers can connect with you even more.
In the end, don’t underestimate email marketing! It is really effective and as long as you avoid the common mistakes we’ve mentioned, you’ll be an expert in no time!