Email marketing is a great tool to let subscribers know what’s going on with your company, share any new information, and how your company can help their business grow. While email marketing, especially email marketing in Maryland, is highly effective, it can also hurt your company’s reputation if you’re not careful.
People sign up for your emails and newsletters because you have something to offer them, and your goal is to convert their interest into a quality lead. This article, though, isn’t going to focus on how to get people to sign up for your emails or newsletters. Instead, the focus here is going to be how to avoid losing them once you have them.
Just because they signed up, it doesn’t mean they will always stay subscribed. There is a slew of mistakes you can make when it comes to email marketing, but these three costly mistakes can see your subscription numbers dwindle and your chances of picking up leads turn into dust. Let’s take a look at those three email marketing mistakes and how you can avoid them.
1. Your Email Offers No Value
The No. 1 reason potential clients sign up for your emails is because you offer them something of value. Depending on what your company does, each email might focus on an aspect of what your company does, or link to a blog post about something that is informative and educational.
Short, informative emails will be read time and again. The more of those you put out, the better the chances of you converting leads.
However, if you are constantly sending out emails that read more like something you’d see from a family member at Christmas time, it will get old quickly. Email marketing in Maryland means sending out concise emails – ones that are to the point, with images and links to the best information you have available.
It’s important to remain consistent when sending out your emails, but if you have nothing to say, it’s almost better if you didn’t send out anything at all. Since successful emailing marketing means putting out these emails and newsletters, it’s best to make sure each email is rich with value. This is especially true when it comes to email marketing in Maryland.
2. You Email is Filled with Mistakes
Not everyone is a grammar aficionado, so mistakes sometimes pop up. Spell checkers are good, but they only catch so much. Unless you have someone on your staff whose job it is to proof read everything you write or send out, chances are typos are going to be made. It happens to even those grammar aficionados.
This doesn’t excuse the mistakes, however. These emails you’re sending out, whether you like it or not, are a representation of you and your company. If you have misspellings in headlines, grammar issues throughout the body of your message (examples include using “its” when you mean “it’s” or “their” when you should have used “they’re”), you’ll end up coming across as unprofessional.
If a reader sees these mistakes, the first thing they’re going to think is “if they couldn’t even take the time to proofread this before sending it out, what other things do they rush through?” It might not seem like that big of a deal, but in the long run, it will come back to bite you.
Before you hit the send button on a mass email or newsletter, ALWAYS read back over it first. Read every word carefully. If possible, have someone you trust (and who’s good at proofing) look over it. Once you hit send, there’s no going back. If the subject line is a mess and mistakes are prevalent, your email marketing campaign is going to be less than successful. Just be mindful before you hit send.
3. Too Many/Too Few Emails Sent Out Inconsistently
Moderation is the key to just about anything. Too much of anything is never good. At the same time, too little of something will leave people wanting/expecting more, and it also leaves them less than happy.
Think for a second about your own, personal email. Let’s say you subscribed to a store as a loyalty customer, looking for coupons and discounts to be sent directly into your inbox. Instead, though, you found that your inbox was flooded with the same type of email offering 20 percent off coupons on a daily basis, constantly, over and over. How do you think you’d feel about that? Chances are, you’d be looking for the unsubscribe button at the bottom of the email.
That’s exactly what will happen if you flood your subscribers’ inboxes with emails. Your subscription numbers will quickly become nonexistent. On the other end of the spectrum, if you only send out emails once a month, or just whenever you feel like it, subscribers are going to ask themselves why they bothered to sign up in the first place or forget about you altogether.
One strategy is to focus on consistency. Your email marketing strategy could focus on consistently sending out emails and newsletters once a week or so, but the goal would be to try to send it out as close to the same time as possible every time. If you schedule your emails to be sent at 3 p.m. on Wednesdays, your subscribers will know that’s when they can expect it. People like consistency, after all.
Alternatively, you might try sending at a different time when you have an announcement or offer to make. The important thing is to consistently optimize your send times. Send, analyze the data, and send again, and you’ll start to hit upon the best times to reach your list.
Finding the Right Support for Email Marketing in Maryland
As mentioned earlier, there are a multitude of mistakes that are extremely easy to make when sending out emails. Email marketing can be a pain, especially if you want to do it the right way every time.
You might not have the time or resources to do email marketing in Maryland the best way that will help your company grow. It’s OK.
Here at New North, we hear stories just like yours all the time. We specialize in all aspects of digital marketing, including email marketing in Maryland. Our experts know what to look for, how to customize each email, and how to implement an email strategy that will get your company the leads it deserves. We’re here to help guide your company. Contact us today to see how we can help your company get the most out of email marketing.