This quote by E. Harbison has it all right: email marketing, although often underestimated as a strategy, is actually a powerful one. It gives you something other channels can’t: lets you create truly valuable and personal touches when it comes to reaching customers. However, there are a lot of potential email marketing mistakes one should avoid.
“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 to 1 channel“.
A Case Study of Email Marketing Mistakes
The Radicati Group performed research that revealed interesting results that might surprise you: 196 billion emails are sent in the world daily, and 109 billion of them are business emails. Numbers speak for themselves, and although you might think that email marketing strategy for gaining more customers and elevating sales might not be that effective, especially with social media and its part in business strategies, the reality is quite the opposite. Email marketing takes more than 7 percent of all e-commerce transactions, making it the second most effective e-commerce marketing channel after the search. 72 percent — yes, that much — of US adults actually prefer to receive emails from companies and e-shops more than any other form of communication, including social media, text messages and phone calls combined.
Email marketing is a truly great way to attract more customers and reach your target audience while delivering them actual quality and adding more value to the overall process.
Moreover, it is now possible to segment and personalize email marketing via various options and scales, which was not possible 20 years ago, once email marketing began its journey. We can’t emphasize enough how extremely flexible e-commerce strategy this is, that — if used correctly — can do wonders for your business.
We’ve put together a cheat sheet outlining key points of every email marketing strategy to help you be sure you’re implementing it right and using the email channel in full. However, there are some common email marketing mistakes that should be avoided in order to reach the highest efficiency level via email marketing.
№1 Mistake: The One-fits-all Approach
The key to revenue and business growth is personalized communication with each and every client. The more accurate the approach, the more profit you get. But talking about e-commerce the problem is that there are thousands of customers for every online store and each one is utterly unique.
And here comes the biggest and nevertheless the most common of all email marketing mistakes by those who are implementing email marketing. The idea that one newsletter will work for all of the customers and will bring each of them to the purchase.
Marketing strategies are all about creating relationships with your customers.
The key point here is that all your customers are different. Categorizing your audience into segmented lists is a trick that you should use, as it gives you the opportunity to trigger consumers by behavior and other important factors that make all the difference when it comes to turning your target audience into customers, members or supporters, as the main goal for every business, is conversion.
Consider personalizing your email marketing messages as much as possible.
The average consumer receives more than 500 marketing messages in a month but opens fewer than 1 in 15. This means that most marketers don’t know how to use the information about their customers that they already have and turn it into a productive strategy. Making emails as segmented as possible is the key to great results: think age, gender, geographical location, purchase behavior, even favorite time of the day to shop or the most appealing color — each aspect is uniquely important and makes it easier to create a truly personalized email message and engage the specific audience.
№2 Mistake: Automation Equals Offering a Discount
Offering a discount a couple of hours later after user abandoned cart to revert him to the purchase – that’s mainly how most of the online retailers use email marketing automation.
But in the end, giving away 30 to 80% discounts to all users not only reduces the margin of the store but also not generates repeat purchases which are essential for every online store growth especially on the early stage.
Delivering great content with personalization aspect through marketing campaigns remains the most important task when turning your consumers into actual customers. This also means that your email marketing strategy should not be all about sales. Keep in mind that you can actually reach and engage your customers without even offering them a discount, but rather motivating them to take action through emotions.
People can get tired of seeing special discount offers and magic coupons everywhere, that’s why you need to find more subtle ways to give them offers via your email channel. Before proceeding further, make sure your discount strategy isn’t killing your margin – check our 5 quick tips on using discounts effectively.
You can consider offering exclusive discounts for specific groups of consumers — students, senior citizens, etc., as this strategy actually allows retailers to leverage discounts without hurting their margins, as well as attract new customers without coming off as a needy brand that just wants to sell their products in any possible way.
№3 Mistake: Emails Don’t Follow Customer Behavior
You see a lot of promotional emails, lots of newsletters, etc. That’s the easiest place to start with email marketing so people focus on it. Then, you get lots of content around optimizing subject lines, writing better copy, when to send emails, etc.
We’re missing the point!
Email marketing campaigns should be sent as a direct result of data and behavior. If a user is inactive, they get a nudge to come back. If they are active, they get emails about features they haven’t tried yet or inspiration to engage at an even higher level. Data-driven lifecycle email is so, so, so powerful. And that’s where most businesses are missing the boat on email.
Segmentation is a key to data-driven email.
If you can’t track behavior via an app or e-commerce store, you need to do it directly in your email marketing software. Irrelevant content won’t only turn the customer away, but most commonly will be the reason of unsubscribing from your store and never reverting back. And that’s how 80% of online stores die in their first 3 months because of not generating repeat purchases.
Without generating repeat purchases, without converting abandoned carts into orders, with thousands of abandoned browses and just a couple of newsletters your online store will be dead very soon.
Obviously reaching this level of personalization manually is impossible. Even a top marketing expert can’t ever analyze such a crushing amount of data to create so many individual campaigns.
And here comes intelligent email marketing automation with Artificial Intelligence engine built in.
So basically how that works:
After analyzing tons of data, the AI engine identifies individual customer portraits and brings them the most relevant email sequence which is unique for each and every separate customer to bring them to the purchase and move to the next level of loyalty.
What’s the greatest in all of this?
It’s completely automated – all that is left from the manual job is to integrate to let the system receive and analyze the data from your store.
Just like a personal assistant that knows your customers’ specifics and gives them the most relevant personal offers at the right moment.
Not sure how all of the above performs when implemented? Let the numbers talk. You won’t be making these email marketing mistakes again.
How to boost sales without email marketing mistakes
Building an e-commerce store (in fact, any business) is a culmination of multiple small decisions. Make those decisions fast and push forward. This approach helped clothing store Alkaram Studio to boost their revenue significantly in only 24 days.
What they did to succeed
Alkaram Studio discovered that a significant number of their store’s visitors return multiple times before buying. They decided that these group of visitors were the opportunity to help increase their sales.
To do this, they launched automated Abandoned Cart Recovery and Browse Abandoned email campaigns to encourage these visitors to return, which reduced their abandonment rate and improved their conversions.
In total, Alkaram Studio made 641k rupees in additional revenue from launching just two (out of seven) email automation campaigns.
Pretty impressive numbers for the revenue left on the table, huh?
Key Takeaway on Avoiding Email Marketing Mistakes
There are many touch points your customers will have to your business. Optimize these touchpoints, automate the whole email marketing process and improve your sales. You don’t need to be a marketing expert to send automated email sequences like pro guys do. Avoid making these major email marketing mistakes, and you should be fine.