Is your email strategy pushing customers away?

Email notification on a laptopYou put plenty of time and effort into your email marketing campaigns. Writing content, making graphics, building templates, managing subscriber lists — it’s a massive undertaking.

But no matter how much work you put into a flashy graphic or a catchy header, your entire campaign could fall flat if you’re making any number of email marketing mistakes. For example, customers might be annoyed and unsubscribe if you send three emails per day.

As you prepare to email customers, it’s important to be certain you’re following best practices and not setting yourself up for failure. Here are three common mistakes you could be making.

Sending Too Many Emails Too Often

Sending three emails per day is on the extreme — and arguably unrealistic — side of the spectrum. Not many organizations make that mistake. However, even three emails per month could be pushing customers away. Studies have consistently indicated that receiving too many emails is the top reason people unsubscribe.

So, how many is too many? It depends on who you’re reaching out to and what information you’re providing. A customer might not mind more frequent emails with deals from a favorite retailer, but multiple emails from a bank pushing a loan service could be annoying if that customer isn’t in the market for a loan.

The easiest way to see if your email schedule is overwhelming is to watch the data. Are open rates dwindling over a series of emails over the course of a week or month? Are multiple customers unsubscribing after getting two or three emails? If so, you might be sending emails too often.

Providing Irrelevant Content

Even if you are striking the right timing of emails, your subscribers will be uninterested if you repeatedly provide irrelevant or overly complex information in your emails. If you’re excited to publicize a new product offering or promotion, it’s easy to send email blasts to every address you have on file regardless of if the promotion applies to everybody.

Be certain you’re providing useful information to your customers every time you send an email. One way you can tailor content to your recipients is by using click data from previous emails. For example, if a customer clicks a link to an article about vehicles with great resale value, they might be in the market for a new car. You can use that information to target that person with information about auto loans.

Overlooking Broken Links

Since getting accurate and useful data from customer clicks is so important, it’s also important to make sure every link in your email is working and goes to the right place. Based on the example above, the customer might think they’re going to an article about vehicle resale value. But if the link is dead or goes to an unrelated page, the experience would immediately damage your reputation with that customer.

Broken links can also apply to the images you use in your emails. Nobody wants to see the dreaded red X of an image that won’t load, especially in an email. That makes your email less attractive and more likely to get sent to the delete pile.

Use internal tests to review your emails before they’re scheduled to be sent to customers, and always double check your links and images.

For more tips on how to improve your email marketing strategy, be sure to check out our best practices checklist. How many email marketing faux paus have you been making without realizing it?

Comments are closed.