Are you left feeling a little disappointed by the conversion rate of your email marketing campaigns? Perhaps you have spent hours crafting the perfect content only to see less than impressive results. If so, then it could be that you are falling foul of some of the most common email marketing mistakes. The good news is that many of them are particularly easy to fix!
Let’s take a closer look.
1 – Not Split Testing Email Campaigns
Split testing is a significant step not only in email marketing but also in PPC campaigns, social media campaigns and more. However, an alarming number of marketers are failing to make use of it. There are so many different factors that can affect the conversion rates of an email campaign. Something as simple as changing one word in the subject line, using a new call to action or choosing a different color for a banner can all have an impact on conversion rates. Split testing can be used to test various elements of an email marketing campaign to build up a clearer picture of what subscribers are most likely to respond to in future emails.
2 – Not Tracking Your Email Conversion Rates
One of the biggest email marketing mistakes people make is failing to monitor their conversion rates. To fully understand how well the latest campaign is performing it is necessary to have a good idea of historical data. It may seem at a glance that your conversion rate is meager, but if you look back at previous campaigns, it could very well represent an increase. Even if it doesn’t, knowing which of your campaigns were converting at acceptable rates is going to make pinpointing current problems much easier. In short – you don’t know if something works if you are not tracking and measuring!
3 – Focusing on Building Subscribers but Not Nurturing Leads
Growing a healthy email subscribers list is crucial, but the ultimate goal is not to have just an email list. What marketers want is a list of subscribers who are fully engaged with the product. To do this, we need to nurture leads to build up more meaningful relationships. More than half of the subscribers you have are not ready to pull the trigger on a purchase. It will take some work to build up their trust and make the sale. A powerful email marketing plan is a big part of that. Well timed, nurturing campaigns will offer relevant information to subscribers at the time they need it most. Think about tailoring email campaigns based on specific actions of subscribers and conversion rates are sure to increase.
4 – Not Offering Enough Incentive
It is essential that you are providing something of value to consumers in exchange for subscribing to your email list. Failing to incentivize subscription can drastically reduce the number of sign-ups. Similarly, you will need to make sure that every email marketing campaign offers something of value to retain those subscribers, whether that means valuable content or offering a free download or subscriber discount.
To Your Best Online!
Ingrid Griffin, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®