According to a recent survey, businesses have claimed that emails convert three times better than social media and 77% of consumers prefer email for marketing communication. Email marketing is an essential part to gaining and keeping your customers interested in your business, but there can be times when people unsubscribe. You may question what you’re doing wrong but losing subscribers happens all the time for ecommerce businesses.
From small errors to some bigger and more important ones, here are 4 simple mistakes your brand can avoid, and how to fix them to ensure a long-lasting, healthy email list:
78% of consumers have unsubscribed from emails because a brand was sending too many, and very frequently. Sending emails every day or multiple times a day can overflow inboxes, overwhelm your customer base and lead your audience to consider your emails as spam. With 4.3 billion email accounts sending 196 billion emails every day, you want to make sure your brand is sending the right kind of email to its targeted audience.
Our brains “process visuals 60,000 times faster than text”, according to 3M’s research. This means that having a plain wall of text won’t entice your subscribers into reading or keeping their subscription to your business. Having visually appealing emails makes all the difference, from branded colours, logos and attention-grabbing photos. Your brand can provide a real visual guide throughout your emails that are also optimized and designed to be eye catching.
Having unique and attention grabbing subject lines can be challenging, especially when you’re making newsletters weekly or monthly. However, it can be seen as a way to make your brand stand out from the rest. 35% of email recipients said they opened emails based on the subject line alone. What is it about your subject line that is going to stand out on a screen with hundreds of others? Each subject line you create should spark curiosity or excitement within your email subscribers, because having the same title can drop your engagement rate and leave you with less subscribers.
If subscribers are not getting what they signed up for, they will quickly unsubscribe. It is best for your business to keep up with relevancy within your brand identity. With 24.5% of consumers unsubscribing from brands being irrelevant, you want to ensure that your brand is providing real value to make your customer base feel important. Are you being clear with subscribers what they can expect from your brand when they sign up to be on your list?
While there isn’t a set amount of emails you should be sending out, there are several kinds of emails your business can send out. It all depends on the type of communication and content your business is sending that aligns with the type of email that is being sent out to your subscribers. Having concise and crisp content that offers value and insight to its users will ensure a list of loyal subscribers. Including a call-to-action button instead of a text link can also increase conversion rates by as much as 28%! Send emails your customers can’t ignore.
With set email marketing templates, you can easily insert your company logo and stunning images that will impress readers and keep them interested. These templates are also designed to look great on mobile, tablet and desktop. 91% of internet users check their emails at least once a day, and 71% of mobile purchasing decisions are most influenced by emails from companies. With such high numbers, you want to ensure you have the highest quality along with visually appealing emails. You don’t need a graphic designer to make your emails eye catching with set email templates.
Make your subscribers feel special by using action-oriented words and personalized messages. Emails with personalized subject lines are 26% more likely to be opened, and the second most used email marketing technique. Personalization within email subject lines is ‘extremely important’ for meeting email marketing objectives, from 94% of customer insights and marketing professionals. With such high insights, your brand wants to ensure that your email subject line counts.
How do you ensure you know what subject lines are working? A/B TESTING! Most tools like MailChimp allow you to A/B text your subject lines so you can see which is driving more clicks. Does your audience open your emails more when there are emojis? When there are stats? Find out by testing testing testing.
When you segment your emails, you can give your subscribers exactly what they want at exactly the right time because each of your subscribers is a unique individual with different needs. Segmenting is also a way to get your marketing messages in front of the right subscriber, boosting your click-through rates and conversions. Marketers who segmented their email lists experienced 39% higher open rates, 28% lower unsubscribe rates, and greater revenue than non-segmented campaigns.
There are several ways to segment your email list; you can base it on demographic and psychographic traits, or behavioral traits. With statistics that prove segmentation can greatly benefit for your brand, you want to ensure your brand is sending out targeted and segmented emails for your customer base.
With email marketing, there are multiple ways to establish and provide qualitative content for your targeted subscribers. Remember to avoid these simple 4 mistakes when it comes to sending emails! If you’re taking the right steps in ensuring that brand to customer relationship, your email list will continue its natural growth and will continue to bring value to your business.
How are you taking those steps in your email marketing campaign? Do you need some help designing and implementing an email strategy? We can help. Get in touch today to get started!