Email marketing is bar none one of the most accessible and cost effective marketing methods there is out there, provided you do it the right way. The problem with email marketing is that too many people come in thinking that all they have to do is build a list and work on catchy subject lines to get success.
They know little about automation, integration, personalization, and all the little details that can make or break a campaign. But when you’re thoroughly informed and know which mistakes to avoid, you’ll be able to unlock email marketing’s true potential. Here are some of the most common reasons email marketing fails.
Emails Don’t Get to Your Subscribers’ Boxes in the First Place
One of the main issues that plague email marketers is the dreaded spam box. Getting through it isn’t rocket science, however. In most cases, it all boils down to one simple factor: sender reputation.
While sometimes design elements or certain keywords can trip spam filters, reputation of the sender trumps everything. Email services will routinely flag messages coming from certain IPs, so you have to make sure that you pick a marketing service that will allow you to pick a dedicated and trusted IP address to make sure that they won’t be intercepted.
Not Thinking Long Term
Too many new marketers tend to go by the brand only when picking a provider, and that’s one of the biggest mistakes that you can make. This is why so many people go with services like MailChimp for instance.
While MailChimp is a fine product and might work for a certain percentage of marketers, it does have its drawbacks. If you want to know what these are and how MailChimp compares with other email marketing services, you can check out this comparison. It outlines exactly how it compares with Sendinblue, another very popular emailing marketing service. Not only is Sendinblue cheaper, but it won’t charge you if your list grows. MailChimp, on the other hand, will charge you both for the amount of emails you send and the number of people on your list. This could be a major issue later on and affect your bottom line. MailChimp also makes it extra hard for you to switch to other providers, so that’s something you’ll have to consider as well.
Lack of Segmentation
Segmentation and personalization is the name of the game, and you have to make sure that your campaigns and messages are as personalized as possible. That means segmenting according to demographics, location, how far along they are in the sales funnel, etc. This is why it’s also important that you pick an email marketing service that will integrate easily with other tools, like a CRM for instance.
Email marketing may be accessible, but it isn’t fool proof. This is why it’s very important that you do your homework before you spend a red penny on any effort, and make sure that you refrain from committing any of these mistakes at all costs.