In the world of internet marketing, one of the most lucrative yet challenging additions you can have onboard is an email marketing funnel. Usually seen to be an issue that we can just skirt around or avoid, many people have an issue when dealing with e-mail marketing as it all sounds so difficult to manage.
With that in mind, you should be concerned about some of the issues you might find yourself walking into. To help put yourself on the right track towards success, try and avoid these common e-mail marketing funnel mistakes.
Poor subject lines. This is a common one that lets a lot of people down and can really torpedo the message that you are trying to get out there. Take the time needed to write quality subject lines. Leaving it to the last minute will produce last minute quality!
Going for an unreadable, image-only e-mail. Not everyone can open or easily view HTML images in e-mail so try and avoid going down that route entirely. If the whole point of the e-mail can be lost without the image then it’s not the kind of e-mail that you wish to be sending around, to be honest.
Only adding in calls to action at the very end. It looks so obvious when done this way and can be quite a poor way to represent yourself. Use them in the middle of the piece, too, as it helps to create a more structured message without the sales punch at the end.
Using wooden e-mail addresses. Nothing feels less personal than getting an email from sales@yourcompany so try and avoid using such crass e-mail addresses for e-mail marketing funnel plans. Use your real name, so it would be joe@yourcompany. It tends to feel far more personable.
Avoid trying to mess around with the sorcery that some use for e-mail marketing success, too. Don’t go for the fake forwarding approach or the wrong implication trick that devious sorts tend to use on their marketing.
Get out of the habit of starting sentences to with I or we for the most part. The prospect isn’t too concerned about you – they only want to know how you can help them specifically. So, try and address them rather than yourself.
Also, a major problem that lots of e-mail marketing campaigns fall down with is using writing aimed for yourself, not the reader. Always try and make the message applicable to your audience rather than yourself or team.
Using cheap spam triggers is a common problem, too. Search around for spam keywords and you’ll see the kind of terms that people are having you removed for using.
Make sure that you take the time to try out A/B listing – many automated e-mail marketing tools come with this intact so make the most of it if you can.