Avoid these three things so your email marketing doesn’t go to waste

Once you’ve created an on-brand newsletter, saved it in Mailchimp and hit “send now”, it’s easy to feel like you’ve mastered the art of email marketing. 

However, that’s not necessarily the case. If you’re doing any of these three things, you’re not going to see the results you’re looking for:

Use a Wall of Text

If you’re presented with a block of text, the last thing you think is “wow, that must be interesting”. So, you have to be clever about how you present your newsletter.

First of all, get to the point. Try and be as concise as possible and encourage your readers to visit your website for more information. This will not only drive traffic but it will also determine which of your subscribers are interested enough to click, making them high-value leads.

Also, try to introduce visual aids such as emojis and images to break up your text. You only have approximately 7 seconds of attention so make it count!

Ignore Segmentation

Email marketing platforms such as DotDigital, Brevo and Mailchimp all provide you with the option to understand your audience and segment them based on their individual characteristics which include, but aren’t limited to, gender, purchase history and interests.

Use this incredibly valuable information to create content that appears unique and tailor-made for those you’re sending it to. This personalised approach will lead to increased brand loyalty and conversions. 

Go for All or Nothing

Don’t spam your audience with emails for a month and then disappear for 6. If you’re going to use email marketing as a channel to promote your business, you have to be committed and consistent.

Leaving large gaps in your scheduling will cause your subscribers to forget why they signed up in the first place which could lead to a lot of unsubscribes. So, if you know you can only spare a little time for email marketing, concentrate your efforts on automating your content instead.