E-mail marketing is one of the most effective means of content marketing available to companies today. In fact, it has been found to be 40% more effective than social media. Of course, that is if you are doing it right.
Every e-mail contact is either an existing customer or a potential one, and too many mistakes could lead them to click the "unsubscribe" button. You don't want that! However, mistakes do happen. Unlike a blog post that can easily be fixed or updated, once an e-mail lands in a customer's inbox there isn't any way to take it back, but there still might be something you can do to save face and recover from an embarrassing faux pas.
Below are a few of the most common e-mail marketing mistakes and how to bounce back from them:
Even the best writers make these mistakes. That's why it is important to have every e-mail you send carefully proofread before launching. Once it is delivered, you won't be able to make any changes. When it comes to typographical and grammatical errors, it is imperative that you catch them beforehand. Here's how:
Putting in the wrong link or a broken link into an e-mail is particularly embarrassing. After all, most of the reason you are sending an e-mail in the first place is to get them to click on the link and land on a particular page. If you act quickly, you should be able to set up a redirect that will send users to the desired page. Crisis averted!
This mistake is more frustrating than anything else and can make you feel like your e-mail marketing efforts are all in vain. If you have enough subscribers, you should consider A/B testing your e-mails. That is sending one of two different versions to your subscribers.
The e-mails should have, essentially, the same purpose and content, but may have different images, subject lines, or calls to action. You will be able to see which e-mail performed best, which should inform you what type of messaging resonates best with your audience.
The number one reason that people unsubscribe from e-mail newsletters is that they get too many e-mails. If your unsubscribe numbers are climbing, you should reconsider how often you are sending e-mails.
You might also include an option for customers to tell you how often they are willing to receive emails from you when they subscribe. Other reasons people unsubscribe include sending e-mails that look like spam or e-mails that are simply not relevant to their interests.
If you find yourself hitting a wall when it comes to your e-mail marketing efforts, it might be time to hire some professional help. Fiverr is the best place to find freelancers to improve your e-mail marketing including design, implementation and content creation.