How To Avoid Email Marketing Pitfalls
Although it can be deceptively easy, email marketing is a powerful tool. Done correctly, it will generate leads, improve customer loyalty and contribute to a powerful personal brand.
But what makes a good, really good, email marketing campaign? Here are some of my tips and tricks to be successful with email marketing, enjoy!
There is nothing wrong with some good ‘ole fashion, marketing tricks. And, it starts with your subject line. The BEST email subject line we have ever used (in the 9 years of both The Dicks + Nanton Celebrity Branding Agency AND CelebritySites) was “Hey, dude”.
What does that tell you?
That “tricking” them reader into thinking that the email is a personal message from you and not another “marketing ploy” gets their attention… and better yet, making your email marketing seem personal in EVERY way that you can is KEY to not only getting your emails open and read, but your prospects and clients interacting as well.
Accurate Message to Market
If you have a giant list of people interested in your business, narrow down your list a bit. Segmenting a large list can help you categorize individuals that might be interested in a specific product or service you are offering at that time.
For example, in our own business for every TV Show that airs, Big Print feature that runs or Book that gets published we go in and add tags to each of our buyers to segment our own list by male/female as well as occupation industry. This means if we have a specific book that speaks to female financial planners, you bet I can tell you every female financial planner that has ever bought from us and they’re a pretty good place to start for that campaign.
Longer Doesn’t Mean Better…
Dan Kennedy has an old quote hat says “A sales letter can never be too long, just too boring.” This goes for your email as well. Say enough to get your point across but don’t try to create epic emails. There’s no need to send someone 1,000 words if you can get it done in ½ (or less). Using bullet points, lists, and creating emails that are going to be easily scanned and responded to can also increase your response rate.
Video Emails, Video Emails!
How many emails do you get a day? How many emails do you get a day that are all text? How many emails do you get a day that have a video in them? Exactly…
Video is all the rage- and is increasing in importance not just in social media and your website, but email marketing as well. BUT not everyone has caught on the video bandwagon… and in fact, it’s still a pretty small number who have.
Sending video emails is a great way to mix up your marketing and break up the message that they are used to seeing from you.
Looking for a source? Check out BombBomb.com they are SUPER easy to use, you can have them create custom email templates to match your brand AND they allow you to upload any list (no double opt-in required).
Spam is one of the biggest issues that you are going to have to deal with. No matter what type of business you’re in, this is something that you could easily fall prey to and become someone that you don’t want to be. The easiest way to trip up here is to purchase your list of subscribers from a nefarious locale. It’s best not to spend a great deal of your marketing budget on your list. If you purchase your email list, you will find that you could very well be buying emails that are either not active, or aren’t responsive to your messages. You absolutely need to stay away from this, even if you’re promised a great deal of leads. If you are caught spamming, the results are going to be problematic, to say the least.
Another pitfall that you are going to want to avoid, and something that is simple, is frequency. You’re going to want to make sure that you update your audience frequently, but not too much. You need to find a balance within this world, and focus on only sending out messages that are within a timely fashion. Keep it seasonal at first, then try to engage the end user from time to time. If you are infrequent you are going to end up losing out over time, but if you push too much, you are also going to have a detrimental impact. Finding a happy medium is the key to getting to the frontline of many lists and creating the right turn around for your forward progress.
At the end of the day, these pitfalls can be avoided and done right, email marketing is an incredible tool for your business. Not only can it be used to engage your customers, increase loyalty, and generate new leads… but it can also position you as the leading Celebrity Expert™ in your market.