Email is by far one of the best digital marketing solutions to have in your toolbox. However, with this approach there is plenty of room for error amid an industry rife with regulations; delivery, filtering and other technology concerns; and a glut of ever-evolving best practices. While email marketing is definitely not rocket science, there is a certain degree of skill and artistry involved in crafting a winning email campaign. Proceed with abandon and it’s likely you’ll end up wasting time and money on failed email campaigns.
Email campaign failure can happen for a multitude of reasons, and the five missteps listed below are among the most common and easily avoidable offenses that every online marketer should take proactive measures to avoid.
1. Boring the audience. There are a ton of ways online marketers can bore their audience, from lackluster subject lines to verbiage-laden, text-only emails, to emails that only talk about the company and provide nothing of tangible or even perceived value—the all-important “what’s in it for me” factor. While email can feel one-sided, it is really intended to be a conversation—the start of one. Savvy marketers understand this.