However, implementing it is not a simple task, especially because it can be considered spam, affected the sale and inadequately positioning the brand. Therefore, it is vital to define the public well, to know who the mail is being sent based on their tastes, preferences and consumption habits.
In email marketing you have to avoid:
1. Do not have a refined and efficient database, which is full of updated information from the public.
To do this, you have to have an attention form that allows maximum segmentation. It is not just about obtaining the mail, but also having a full consumption profile.
2. poorly written emails or "matter" badly planned.
This is the first thing that the potential client sees, so the matter must arouse interest to be open and not discarded at the moment. In addition, the address must be correct because it can reach someone else who is not the target and create discomfort.
3. Every mail has to have a “call to action”.
There must be a call to clear and attractive action. In addition, it should not be combined with other communication channels: it is about implementing 360 strategies that accompany the user in any purchase process. By including a league, it must lead directly to what the consumer interests him.
4. send a massive mail without customizing.
First of all, one of the most amounts is to implement a “Marketing Permition” strategy, where the consumer authorizes the brand of sending communications.
Once this, we must destroy the idea about email marketing and massive shipping at low cost. Actually the most important advantage is not savings, it is the segmentation of databases.
When sending a message to the entire base, a CTR (click Through Rate) is achieved. When selecting the recipients it is possible to make smaller shipments but with higher interaction rates. Thus, records can be deleted in the database that does not work, and save the shipment in time and money.
5. use software on a public servant in large companies.
Email marketing depends largely on the correros server. Try to save infrastructure results in lower opening rates and on many occasions to earn a spam title. A common mistake is to install software on your own server and believe that it is all that should be done. However, in the medium term it will create problems since the runs can be detected as spam for being 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 a positive action for the brand. JPG formats are simple, and in most disposable cases.
7. do not measure results
The statistic of a shipment does not end the opening of the mail piece. There is always space to improve. You have to measure results, review the historical behavior of shipments. Find psychographic profiles.
8. Do not pay attention to mobile devices
Ignore mobile devices can cost expensive. More and more people check their mails and networks on their devices. The bad thing is that many times emails are not possible to see on their screens. Therefore, it is necessary to configure the visualization codes.
“Personalization is one of the keys to the success of email marketing, since consumers will see needs or tastes through what email offers, increasing the possibilities that they open and interact with The brand or buy. ”
