Medusa

7 Deadly Sins Of Email Marketing

marketing

<p style&equals;"text-align&colon; justify&semi;">In a near perfect scenario&comma; email marketing tools enable the small brands to operate like the big e-commerce brands of the world&period; Any such tool should give an edge in the way you churn your contact information&comma; nurture prospects and target customers&period; These are typical campaigns which any marketer can dream of&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">However&comma; for many marketers&comma; the process of automation can turn out to be a nightmare if it’s not handled properly&period; So&comma; when you make mistakes that transcend into deadly sins&comma; the automated email marketing can cause more hurdles&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Take a look at these 7 Deadly Sins that can derail your email marketing campaigns&colon;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>First Sin&colon; Why aren’t you exploiting your email automation&quest;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">As we make inroads into 2016&comma; a lot of automation is imminent&period; So&comma; it’s time for you to set up automated emails&comma; or else you will be losing out on the opportunity to establish a connect with your customers and prospects&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Once you’ve made a decision to purchase an email marketing software like Mailchimp&comma; Marketo&comma; <a href&equals;"https&colon;&sol;&sol;www&period;agilecrm&period;com&sol;email-tracking" target&equals;"&lowbar;blank" rel&equals;"noopener noreferrer"><em>Agile CRM<&sol;em><&sol;a> etc&period; you have to focus on the next level to write engaging content&period; As this software comes with in-built capabilities to send emails to many people&comma; you have to feed it with proper text&comma; schedule the mails&comma; check the results&comma; optimize them and repeat the full cycle for the next email&period; If the process of writing emails is becoming tedious&comma; then work on one at a time and target it appropriately&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>Second Sin&colon; Where’s your database&quest;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Many marketers fall into the trap of bringing home the technology first and looking for data later&period; So&comma; the first thing is to streamline your data so as to fill it in the software and place an automation on that&period; The question here is&semi; &OpenCurlyDoubleQuote;How is it possible to nurture and send emails to prospects without knowing who they are&quest;”<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Once you have your content in place&comma; ask your online shoppers to enter their email for discounts or coupon codes or to receive the newsletter&comma; which gives a peek into the  offerings the company has in store&period; You can also create a sign-up page on your social media channel to enable customers to enter their email id&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>Third Sin&colon; What is your team capable of doing&quest;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Do a quick check on the available resources and the capabilities of your work force just after you took a decision to embrace a marketing automation tool&period; Then chalk out a solid plan to delegate the duties &&num;8211&semi; to handle the setup&comma; get training&comma; add any new additions to the team&comma; and the way forward&period; After that&comma; the automation tool has to be fed with the right content and design&comma; followed by a deliberation on what type of testing works and what doesn’t&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>Fourth Sin&colon; Where’s the personal touch&quest;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Every brand has to follow a path wherein they can shower a personal touch to their customers&period; A one-size-fits-all email automation can’t create brand loyals out of your customers&period; When they expect more personalization from small retailers&comma; you have to make them feel it’s done&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">When you infuse the automated emails with your brand’s voice and soul&comma; they become more personal&period; Then&comma; based on demographics and consumer behavior&comma; you can make custom segments of subscribers and create a message around specific target points&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">To illustrate&comma; most brands offer discounts during the holiday season&period; If the brand is selling unisex clothing&comma; there needs to be a  different email campaign for the  men and women&period; This message should target with a gender specific proposition to aid them buy the product with the holiday season  discount&period; Here&comma; on the same occasion&comma; you are targeting different recipients with different messaging&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">It is best to avoid sending  canned messages to your subscribers&period; It’s time to make it more personal&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>Fifth Sin&colon; Who takes care of mobile shoppers&quest;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">This is an era of mobile phones and your typical customer can be more inclined to it than anything else&period; With the advent of app and app only sales&comma; more people have switched to shopping on mobile devices&period; So&comma; your emails must be optimized as per the behavior and requirements of a mobile shopper&period; Ensure the message is optimised for mobile viewing purposes&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Few quick tips to make emails more mobile-friendly&colon;<&sol;p>&NewLine;<ul style&equals;"text-align&colon; justify&semi;">&NewLine;<li>The call-to-action has to be big in size and easy to locate&period;&comma; Also&comma; it can  be moved ahead with one tap of the finger&period;<&sol;li>&NewLine;<li>Keep the text short and sweet&period;<&sol;li>&NewLine;<li>Ensure that the automated email service provider you are using has responsive design capabilities&period;<&sol;li>&NewLine;<&sol;ul>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>Sixth Sin&colon; Why not leverage customer’s purchase data and buying patterns&quest;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">As it’s always good to research on a person before you meet him and strike a partnership&comma; it’s equally good to gather  your customer information to use in your automated marketing action plan&period; This also helps in writing and managing the content&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">When companies are flooding their customers with automated emails with more generic language&comma; they’re losing a chance to instill the sense of belongingness to the customer&period;&period; So&comma; when you pick up an email template from your service provider&comma; don’t forget to customize it according to the brand’s style and tone&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Automated email service providers like Springbot help you send emails to customers when they abandon their shopping cart&period; When a customer has not visited your site for a long time&comma;an email trigger can be set to bring him back to your site&period; That’s the magic of understanding your customer and calling him back&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>Seventh Sin&colon; Why forget what you have started&quest;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Email automation can remove the cumbersome process of sending emails to everyone in your list of buyers and customers&period; But you should not set this automation and forget it completely&period; Unless there is a periodic review&comma; it may not show continual improvement and yield great results&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">After the initial round of installations&comma; track your emails and sieve out the ones that are converting into more sales and ones that are not&period; Focus on the latter and offer discounts and freebies to drive more buyers to your site or store&period; Also research on your industry benchmarks for email marketing and pull in statistics like click-through-rate&comma; open rate and conversion rate&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">Finally&comma; email automation can prove to be an awesome tool to help retailers and ecommerce companies to spread brand awareness&comma; engage prospects to get first-time purchases&comma; and overall conversions and focus on the current customers&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;">On one side&comma; email marketing can create magic for your business and&comma; on the other&comma; these deadly sins can thwart the proliferation of your brand&period; Don’t let improper use of technology mar your growth&period; Ask yourself the right questions before moving to automation&period; Don’t commit these sins that may be a death knell on all your efforts&period;<&sol;p>&NewLine;<p style&equals;"text-align&colon; justify&semi;"><strong>Authors Bio&colon;<&sol;strong> <em>Shreyansh is a Tech blogger who writes primarily on CRM&comma; marketing automation and digital marketing&period; He has more than 8 years of experience in digital marketing&period; He presently heads the marketing department in a tech start-up company&period;<&sol;em><&sol;p>&NewLine;

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