[We are huge believers in creating integrated marketing programs, simply because they work. A very important component of almost every one of these programs is email marketing. The reason is simple: email marketing is cost effective, is extremely targeted and delivers trackable results.
Before you embark on your next email marketing program, take a look at the list below to avoid making any of these common mistakes.
Mistake #1: Cramming in too much
Your readers want information that is direct and to the point. Keep your emails short, concise and relevant to their needs. Readers will only give you a few seconds of their valuable time, so you need to get your point across fast. Remember: less is more.
Mistake #2: Irrelevant content
Readers don’t care about you. They only care about what you can do to improve their lives or help them solve a problem. Provide them with information that is relevant, timely and valuable, and always avoid the temptation to talk about yourself. Instead, talk about how your product or services provide real solutions in their lives. You want your reader to say “that was worth my time” after they read your email message.
Mistake #3: Not proofing or testing
You would be surprised at how many emails we see that have misspelled words, poor grammar, bad punctuation and non-working links. Since email marketing is so easy and fast to send, many marketers fall into the trap of not thoroughly proofing or testing. Nothing says “you don’t deserve to have my business” like sending out email messages with mistakes.
Email marketing campaigns require as much planning, effort and expertise as any other marketing initiative. Don’t fall into the trap of thinking they are easy to write and send. Make sure that you put in the extra effort to develop relevant content for your readers, and thoroughly test and proof everything. If you avoid these mistakes, your email marketing efforts should deliver greater results.
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