Although it’s often overlooked, sending out an e-newsletter on a regular basis is very important for your company’s overall strategy. In fact, research shows that e-newsletters have a return on investment (ROI) of 4,300 percent. That’s huge! Still not convinced? Check out these statistics:
- 66% of US online consumers, ages 15 and up, made a purchase as a result of email marketing messages.
- Over 70% of mobile purchasing decisions are influenced by promotional emails.
- Over half of businesses achieve over 10% of total sales through email marketing.
Whether you’re just getting started or looking to fine-tune your email marketing efforts, avoid the blunders below by incorporating their valuable writing tips.
5 Common Email Marketing Mistakes
Here are 5 email marketing mistakes to avoid.
- Making the subject line an after thought. This is probably one of the most important writing tips! A subject line can make or break your email’s success; in fact, almost a third of recipients open an e-newsletter based on just the subject line. Take the time to really think about the subject line and incorporate words that boost open and click-through rates like:
- Alert
- News
- Bulletin
- Daily
- Weekly
- Sale
- New
- Video
- Forgetting about mobile readers. Is your primary target ages 18-44? Email is the most common activity for smart phone users in this demographic, and 64 percent of decision-makers check their email on mobile devices. It’s vital that your e-newsletters are easy to read on smart phones and tablets as well as computers.
- Using too many words. Speaking of keeping your e-newsletters easy to read, think about their length (this is one of those writing tips that applies to every area of marketing). Remember to keep each e-newsletter easy to digest. Instead of including 7 paragraphs about your latest product, put the details on your website so you can share the most exciting highlights and link to it from your newsletter.
- Not using a schedule. How often do you send your e-newsletter out? Although a daily distribution is probably too often, you don’t want subscribers to forget about you completely either. Create a schedule and stick to it.
- Never looking at analytics. Analytics are your friend. By actually taking the time to look at your open rates and click-throughs, you can determine the best day of the week to send your e-newsletter, in addition to what type of content they’re most interested in.
Are you guilty of any mistakes above? The good news is your next e-newsletter is a chance to start over! In the meantime, share your email marketing blunders or writing tips in the comments below!
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