However, implementing it is not an easy task, especially because it can be considered SPAM, affecting sales and inadequately positioning the brand. Therefore, it is vital to define the audiences well, to know who the email is being sent to based on their tastes, preferences and consumer habits.
In email marketing you should avoid:
1. Not having a clean and efficient database, which is full of updated information from the public.
To do this, you must have a service form that allows maximum segmentation. It is not just about obtaining the email, but about having a complete consumer profile.
2. Poorly written emails or poorly planned “subject” titles.
This is the first thing that the potential client sees, which is why the issue must arouse interest to be opened and not discarded immediately. Furthermore, the address must be correct as it can reach someone other than the target and create discomfort.
3. Every email must have a “call to action”.
There must be a clear and attractive call to action. Furthermore, it should not be combined with other communication channels: it is about implementing 360 strategies that accompany the user throughout the purchasing process. By including a link, it should lead directly to what the consumer is interested in.
4. Send a mass email without personalizing.
First of all, one of the most important things is to implement a “permission marketing” strategy, where the consumer gives authorization to the brand to send communications.
Once this is done, the idea of low-cost mass email marketing and sending must be destroyed. Actually the most important advantage is not the savings, it is the database segmentation.
By sending a message to the entire base, a very low CTR (click through rate) is achieved. By selecting recipients it is possible to make smaller shipments but with higher interaction rates. Thus, you can eliminate records in the database that do not work, and save time and money on shipping.
5. Use software on a public server in large companies.
Email marketing depends largely on the email server. Trying to save on infrastructure results in lower opening rates and, in many cases, earning a SPAM title. A common mistake is installing software on your own server and thinking that is all there is to it. However, in the medium term it will create problems since the emails can be detected as SPAM because they come from the same server.
6. Use JPG formats
An HTML or email marketing message is an electronic brochure. Its objective is to achieve a favorable impact on the consumer that translates into positive action for the brand. JPG formats are simple, and in most cases disposable.
7. Do not measure results
The statistics of a shipment do not end with the opening of the piece of mail. There is always room for improvement. You have to measure results, review historical shipping behavior. Find psychographic profiles.
8. Not paying attention to mobile devices
Ignoring mobile devices can be costly. More and more people check their emails and networks on their devices. The bad thing is that many times the emails are not possible to see on their screens. Therefore, it is necessary to configure the display codes.
“Personalization is one of the keys to the success of email marketing, since consumers will see their needs or tastes covered through what the email offers, increasing the chances that they will open it and interact with it. the brand or buy.”
