If you use email marketing to promote your products or services, you've probably found that not all of the campaigns you run work as well as you would have liked. There are many reasons for this, from having your messages tagged as spam, to not following up, not being ready for an influx of orders, and not marketing specifically to your target audience. Let's take a look at how you can reduce the chances of falling into one of these traps.
1 - Mail Getting Caught In Spam Filters
The first issue is getting your messages caught as Spam so your reader never receives them. Every day we are bombarded with stuff promoting products or services we are not interested in; you know what I'm talking about. To stay out of the Spam folder, make sure your messages are useful and relevant to your reader. This will make it much more likely they will be received and read.
2 - Not Following Up
Failing to follow up is another significant oversight that most business owners are guilty of. Delivering a single marketing email certainly could make you some money, however it is way more worthwhile if you send out a well thought out, properly created sequence of emails. When these messages are all focused on moving your readers further down the path towards purchasing, they have a much higher conversion rate than sending a single message. A sequence of 3 to 7 emails such as this will regularly outperform a single message, sometimes by a factor of 40 to 1.
3 - Not Gearing Up For More Sales
Another mistake business owners fall into all the time, especially when using an email sequence like this, is not preparing themselves for an influx of customers when they send a promotion. The reason you send out marketing messages is to sell stuff, so it's critical you are prepared for an increase in demand when you run a promotion. This is important because potential customers who have to wait to receive their purchase may just go to one of your competitors who can help them right away.
4 - Not Targeting Your Audience Correctly
Finally, one of the most critical mistakes is to not tailoring your email messages to your specific target audience. This can be a problem because it may result in the email marketing being less effective, and ending an email message to a large group of people and only getting a few sales is usually what happens when you do this.
But if you send the same message sequence to a smaller group who all have an interest in what you are offering, and can do quite well. That's why it's important to send your messages to members of your target audience and tailor them to suit this audience so they are personally relevant to them and their needs.
1 - Mail Getting Caught In Spam Filters
The first issue is getting your messages caught as Spam so your reader never receives them. Every day we are bombarded with stuff promoting products or services we are not interested in; you know what I'm talking about. To stay out of the Spam folder, make sure your messages are useful and relevant to your reader. This will make it much more likely they will be received and read.
2 - Not Following Up
Failing to follow up is another significant oversight that most business owners are guilty of. Delivering a single marketing email certainly could make you some money, however it is way more worthwhile if you send out a well thought out, properly created sequence of emails. When these messages are all focused on moving your readers further down the path towards purchasing, they have a much higher conversion rate than sending a single message. A sequence of 3 to 7 emails such as this will regularly outperform a single message, sometimes by a factor of 40 to 1.
3 - Not Gearing Up For More Sales
Another mistake business owners fall into all the time, especially when using an email sequence like this, is not preparing themselves for an influx of customers when they send a promotion. The reason you send out marketing messages is to sell stuff, so it's critical you are prepared for an increase in demand when you run a promotion. This is important because potential customers who have to wait to receive their purchase may just go to one of your competitors who can help them right away.
4 - Not Targeting Your Audience Correctly
Finally, one of the most critical mistakes is to not tailoring your email messages to your specific target audience. This can be a problem because it may result in the email marketing being less effective, and ending an email message to a large group of people and only getting a few sales is usually what happens when you do this.
But if you send the same message sequence to a smaller group who all have an interest in what you are offering, and can do quite well. That's why it's important to send your messages to members of your target audience and tailor them to suit this audience so they are personally relevant to them and their needs.
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