Email marketing is here stay. It has been around for a couple of decades and is not going anywhere.
Email marketing has become so important that businesses rely on it as it play a stake is the success or failure of an online business. Most online marketers focus on building a large email list. The bigger the list, the more the conversions.
If your old subscribers keep leaving your list quickly, adding new subscribers won’t help if that is the case. Keeping that in mind, here are 3 mistakes that will drive your subscribers away.
1. Spamming Your Subscribers
According to a survey by Technology Advice, 43 percent of email subscribers want businesses to email them less frequently.
When it comes to emailing, the more emails the merrier is not true. Some may assume that sending more emails will increase the chances of subscribers buying from you but that’s actually not the case. Another thing to keep in mind is that you shouldn’t sacrifice your conversion rate by under-mailing either.
Deciding the optimal number of emails your business should send should be done through A/B tests. You may find that different segments prefer emails at a different frequency, in that case, you can tailor your send volume for each segment accordingly.
You can also ask yourself some questions before sending an email:
- Is your email providing any real value?
- Is it tailored to your subscriber’s email preferences?
- How does the email response rate vary for your previous emails for different lists?
Remember, there is no rule regarding the number you can send. Just be mindful of your subscribers and make sure your emails are enhancing the customer experience rather than hindering it.
2. Treating All Subscribers the Same
When it comes to email marketing, most marketers are still sending the same messages to everyone on their list. The easiest way to earn money from your emails is through batch and blast emails.
Batch and blast is the quickest and easiest way to earn money from your emails. However, it can erode your email marketing conversions very quickly, as too many generic emails force subscribers to jump off your ship.
Instead of sending batches and blasts, send personalized emails. These emails can be based on a subscriber’s preferences and behavior on your site. Another thing you can do is segment your list based on all the data you have about your subscribers.
Most marketers are only doing basic segmentation based on the geography, gender, or the acquisition source. To personalize effectively, you’ve got to segment on deeper levels. So leverage all the data you have about a user to craft hyper-personalized messages.
3. Self Promotion
Your ultimate goal is to promote and sell your product, but if you want to get better results from your email-marketing program then take a step back and focus on engaging your customers.
When you keep your subscribers engaged, they are much more likely to open each and every email they receive from your brand. Once a subscriber starts engaging with your emails they’re more likely to convert through them.
Email marketing is one of the most effective ways to engage and ultimately convert prospects into customers and customers into repeat buyers. This is true of course if you’re not taking it for granted by simply sending batch and blast emails.
Building a large email list takes a lot of time and resources. If you are making any of these mistakes mentioned above, it’s time to get your leaking pipeline fixed!