Email Marketing is one of the most powerful Digital Marketing tools but if you’re not being careful, you could be making some really costly mistakes.
Here are 4 email marketing mistakes you might be making (and how to fix them):
1. Not Segmenting Your List
If you’re sending the same email to everyone on your list, you’re basically treating all your subscribers like they’re the same person. Not all your subscribers have the same interests, behaviours or needs. Some of them might have just signed up for your newsletter, while others are loyal customers who know your brand inside and out. If you’re sending the same generic email to everyone, you’re missing the chance to deliver personalised, relevant content that will actually engage them.
The Fix: Start segmenting your email list! Divide your subscribers into smaller groups based on things like demographics, purchase history, engagement or lifecycle stage. By sending targeted, tailored emails to each group, you’ll boost engagement and show your audience that you’re paying attention to their needs.
2. Keeping Old, Inactive Users
Be like Elsa and let it go! I know it’s tempting to hold on to every subscriber, but keeping old, inactive email addresses is just dragging down your stats. Low engagement rates, high bounce rates and complaints from people who haven’t interacted with your emails in ages- it’s a recipe for disaster.
The Fix: Regularly clean your email list! Set up a re-engagement campaign for subscribers who haven’t opened or clicked on your emails in a while. If they don’t engage after a few tries, it might be time to let them go. It’s better to have a smaller, more engaged list than a large, inactive one.
3. Too Long Subject Lines
Long subject lines don’t just get lost in the clutter- they can also get cut off, especially on mobile devices. And if people can’t see your subject line in full, they might not even bother opening your email.
The Fix: Keep it short and sweet. Aim for 6-10 words, or around 40-50 characters. Make your subject line catchy, clear and intriguing. A great subject line should spark curiosity or offer value, making your reader want to click and learn more.
4. Not Analyzing Your Stats
Here’s the thing: If you’re not checking your email campaign stats, you’re flying blind. How are you supposed to know what’s working and what’s not? If you’re not analyzing open rates, click-through rates, bounce rates and other key metrics, you could be missing out on valuable insights that could help you improve your future campaigns.
The Fix: Get comfortable with your email analytics! Look at what’s working-whether that’s certain subject lines, types of content, or the time of day you send your emails-and double down on it. And when something isn’t working, don’t be afraid to make adjustments. Test, tweak and repeat until you find the perfect formula for success.
Email marketing is a great way to nurture relationships with your audience, but only if you’re doing it right. Avoid these four mistakes, and you’ll be well on your way to building a more engaged, responsive list.