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The right way to reach out with email marketing


You’ve probably heard about email marketing. It’s quick, cheap and effective, blah, blah, blah. Its huge advantage is that you can deliver specifically targeted communications direct to your audience at relatively low cost.

Well, in today’s fast-paced world, a lot of people struggle to keep on top of their email inboxes, so if you’re sending them ineffective emails, which they don’t want to read, then you could be doing more harm than good. It may sound obvious, but you need to ensure that the content you are sending is appropriate for your audience – if it’s not, then they’re not going to read it. Don’t just communicate for the sake of it. Like everything, if it’s worth doing, it’s worth doing well. Put your heart and soul into designing and writing your communications, as you’ll get a far better response rate for it.

Top 12 email marketing mistakes

  • Not using a permission based mailing list
    Make sure that all of your recipients have knowingly opted-in to receiving emails from you.
  • Not understanding the importance of content
    Your emails need to be entertaining and have a purpose.
  • Emails containing errors
    Come on, it doesn’t look professional, does it!
  • Not thinking about the Subject and Sender information
    If the recipient knows who you are, and what your proposition is, they’re more likely to take the time to read it
  • Failing to test your email
    Test, test and test. Ensure that it is readable and usable in all of the main email clients
  • Failing to make a call to action
    What do you want the recipient to do? If you don’t tell them, how can they do it
  • Too many graphics
    although you want some imagery to brighten up your email, you don’t want to overload it. Too many graphics can not only be confusing for the recipient, but also contribute to slower download times.
  • No Landing page
    Every email you send, needs its own landing page – a page that give more information, and more chances to close that sale.
  • Not giving the reader what they want
    Don’t focus on selling your product or service. Instead, focus on providing the recipient with entertainment and information – something they can use, and something they will want to read or know about.
  • Not personalising the email
    Using imaginative ways to personalise the email can work miracles on the response rate. The reader will feel more valued, and more likely to contact you.
  • Spamming
    Don’t send too many emails to your audience. Many people make the mistake of sending daily / weekly emails, only finding that they are quickly opted out of.
  • Not measuring success – If you can’t track it, you can’t manage it. When you’re sending out an email campaign, ensure that you have mechanisms in place to track and measure success.

Fed of of thinking about when or what to do in your next email campaign! We offer fully managed email marketing, allowing you to carry on with the things you enjoy in your job.

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