As merchants move assets away from offline sales and into online sales and digital platforms, many are also investing more in digital marketing to drive qualified leads, engage with existing customers, and grow business.

Email marketing should be a key part of that strategy, as it has been proven to be the world’s most effective marketing channel. But despite its potential, email marketing still receive flack simply because companies aren’t doing it right.

To get the most out of email, avoid these three common mistakes:

1. Inconsistency.

Review your email marketing plan. Are you sending email newsletters on a regular basis – weekly, biweekly, monthly? If the messages are relevant, your customers will not mind more frequent messaging. You want to remain top of mind so that when they are ready to buy, they will think of you.

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2. Information overload.

Embrace the “less is more” philosophy, and do not clutter your messages. Of course, this doesn’t mean you cannot include a long list of products or features, but make sure it is both well-organized and cleanly designed. Simple is good.

3. Not tracking results.

Numbers matter. If you’re not tracking already, start with open rates, what they click on, who unsubscribes from your campaigns, and which email addresses are no longer valid. Sometimes just a little change, such as using a button instead of a text link, can make a big difference in the success of your emails.

Email marketing is, of course, just one component in your overall go-to-market strategy, but it will grow your business. Start your 14 day free MarketingPlatform trial and see for yourself.

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