You create a lot of email-based marketing campaigns, but don’t see any results? In the blink of an eye the budget planned for ads disappears, and you still have no customers? Email is one of the most popular channels for communicating with recipients, but without properly selected content you won’t attract anyone and show why it is the choice of your offer that is more favorable than your competitors.
What are the mistakes that cause your campaigns to fail?
Surely, on a daily basis, you encounter a wide variety of email messages that reach you as a recipient. Consider which content catches your eye and encourages you to take advantage of the offer. Many people do not pay attention to the content and design of the email, thus losing customers. Check out what to avoid in creating marketing emails:
- Not using professional templates and inconsistency in the design of emails – it’s certainly not your goal to have messages go SPAM, but the recipient won’t be sure if the email comes from a secure source if the information is written in a different font each time, the graphics load with errors, and the color scheme is ill-conceived and chaotic. Of course, you don’t have to create identical content and only change individual words, but a look that strongly deviates from previous emails does not inspire trust and such a message may be known for phishing, yet you don’t want to impersonate your own company.
- Lack of knowledge of the audience’s needs and mismatch of campaigns – without gaining knowledge of the preferences of a particular customer, you immediately lose interest. Imagine that you are interested in the offers of a particular travel agency and want to buy a trip to France, but you are waiting for a promotion. After a few days, you get an email advertising an exotic vacation in Brazil. Such long-distance travel is not for you, so you browse the competitor’s website for that time. The travel agency sends you a message again, this time about a great price reduction, but as an ideal offer it continues to show countries in South America. Well, you don’t want to wait any longer, and another company just matched the email to your preferences and there was an offer for a week’s stay in Paris. You buy your dream trip, and out of curiosity you go to the website of the first agency, and there it turns out that there is currently a discount for a trip to Lyon. The first travel agency lost you as a customer, even though it had offers tailored to your needs, but without segmenting customers into groups and personalizing content by interests, it was unable to present tours that were beneficial to you.
- Monotonous advertisements for the same product – a potential customer who receives a dozen emails from you on one topic will probably show nervousness instead of interest and mark your message as SPAM itself. You can advertise only one product in your emails, but if you have a wide range of products, a person who has not made a purchase after several messages even despite encouraging discounts and promotions is likely to look for something else. With a little variety in your assortment, it’s best to pay attention to details and promote at least different colors and sizes of products. For example, if you sell only electric toothbrushes you certainly won’t personalize your offer as much as a clothing store, but for an audience with children you can advertise special colorful editions with cartoon graphics, and for those looking for modern trends a universal black model will work much better.
- Inadequate local marketing – when running stationary outlets and an online store, you certainly have customers who always need to touch and see the product in person, even if they browse online beforehand. A shopper from Warsaw, however, will find it much more difficult to drive to a store in Krakow, Poland, and prefers to see products available in their area and browse promotions valid in a specific area. You can spend a few million on a campaign displayed to every potential customer across Poland or even the world, but it’s much better to tailor your message content to each person and send emails based on region and distance of residence from your stationary point.
Take advantage of Marketing Automation and discover the potential of email marketing
Now that you know what mistakes to avoid, we’ll now give you tips on what marketing emails will be most popular and attract real customers.
- With segmentation and personalization you’ll hit the mark for your recipients – both the content and the title of the message should be personalized and respond to the needs of each customer. Segmentation allows you to divide users into groups in order to precisely match ads of your offers for different characteristics. This way you can create different campaigns for teenagers and the elderly, for example. In addition, marketing automation allows you to generate different discount codes that you’ll send to customers on their birthdays or to celebrate an important event, such as registering for a webinar or the anniversary of joining a loyalty program. “Hey Anna, you’ve been with us for 10 years! On this occasion we have a gift for you! Here’s your -25% discount on everything [code]. You can use this coupon until March 31, 2025 in our online store. Click on the link and see the latest collection. [Link]” is a sample message that you will create in a few moments and effectively encourage the recipient to buy.
- Recommend products tailored to a specific person – someone came to your website and browsed through items in a particular category, but ultimately didn’t buy anything? Send a message advertising similar items instead of recommending random offers regardless of preferences and interests. A potential customer added a product to the shopping cart, but didn’t finalize the order? Create an email reminding them of the abandoned cart and suggest accessories that can be matched.
- Use GeoPoints and improve the quality of local marketing – with GeoPoints, messages will be received only by people who live near a specific point, so you can create emails with promotions concerning, for example, only one stationary store, and send other contacts from the base an advertisement of online promotions instead. In addition to marketing emails, GeoPoints also make it easy to communicate information about the opening and closing of a particular outlet, or having additional facilities at a particular stationary point.
Summary
The effectiveness of marketing emails depends on tailoring the content to the recipient and personalizing the message. Without the use of Marketing Automation, emails will not be responsive to the needs of a specific person, so you will lose many potential customers. By applying our tips and avoiding the most common mistakes, you are sure that users will be interested in your offers and you will achieve your planned goals.
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