Not Knowing Your Audience
Nobody likes receiving spam. And, worse, it’s useless from a business perspective. The amount of customers who buy from unsolicited emails is virtually non-existent. So make sure that you’re emailing only people who want to get your email. Post a sign-up button on your web page and social media outlets, and be sure to have an “unsubscribe” option attached. In the meantime, be sure to keep away from these audience pitfalls:
- Avoid generalizing. In the hyper-personal digital age, one size does not fit all. Instead of creating one generic email for all of your customers, break them down into bite-sized chunks of consumers and sell to that audience. You can categorize customers by location, age, product or service need or even history with your company. The point is to make it personal.
- Timing, timing, timing. Just like comedy, a good email marketer nails the timing. HubSpot found that click-through rates were the highest on Saturday and Sunday for product-selling emails. The next-best solution was between 10 a.m. and noon on weekdays. However, if your clients tend to prefer mobile devices, consider sending your emails between 6 and 8 (both morning and night). TailoredMail.com found that those hours garnered about 15% clicks for mobile readers. Your best bet is to make sure you’re sending at a time when your customer is likely to see your email — and has time to read it. (On the flip side, most unsubscribes happen on Tuesdays.)
- Too much of a good thing. The number one reason that customers opt-out from email marketing campaigns is, by far, because they receive too many messages. Consumers, like you, are busy people. Don’t waste their time with unnecessary verbiage.