10 Mistakes You Could be Making With Your Email Marketing

welcome

thanks for joining us!

about the host

Colin Roth | [email protected] branding and marketing expert specializing in digital promotions. He incorporates the latest marketing trends and research into his campaigns, often performing A/B tests and analyzing results. He applies best practices to every marketing effort, and knows what it takes to improve brand recognition and maximize conversation rates.

10 Mistakes You Could Be Making With Your Email Marketing

When it comes to promoting your business, email is your best friend.

Email marketing campaigns are used to:• help communicate with prospects and gain new clients• gather information on important data• help boost your company’s ROI.

In fact, email marketing delivers the highest ROI (about $44 per dollar spent, on average) of any digital marketing tactic* ( Mark the Marketer)

So, are you getting the most out of your email campaigns?


10 mistakes you could be making with your email

marketing



sending to everyone,

every time

1

Your customers are very diverse, with different needs, different preferences, and different buying habits. You need to be able to cater your messages for these different groups of customers in order to meet their needs.

Its critical to know your audience and target to whom you are sending emails.

the simple fix

• know your audience


Your customers are very diverse, with different needs, preferences, and buying habits. You need to be able to cater your messages for these different groups of customers in order to meet their needs.

If you segment your audiences and target your marketing messages, your audience is more likely to open and click through your emails if the message is targeted toward them. Create multiple, targeted lists so you can increase your responses. Some variables you can use include: geographic location, demographics, lifestyle, purchasing behavior, etc.

• use segmentation

• let Email Express helpUse Email Express to target certain audiences. The key targeted email lists that are available include: ASI members, Canadian distributors, eco-friendly buyers, custom lists.


sending irrelevant emails

2

Make sure the information you’re sending is compelling and relevant. E-mail copy should describe products in detail and not bog down the reader with unnecessary information. Try answering these questions:

Is the information useful? Does it help address a problem they are having? Is there an offer you’re extending?

the simple fix

• address a problem


• describe in detail

• let Email Express

help

Identify the customer’s pain point and how your product or service can help the customer in the long run.

The copy in your email should describe products in detail and not bog down the reader with unnecessary information.

Use Email Express or Supplier Specials to help send content to distributors who actively seek out information about a specific promotional product.


forgetting good, simple content

3

Today’s business is not always just about the product, it’s also about serving the relationship. So, treat your email like a relationship. Nourish the relationship with valuable relevant content and the recipient will feel more educated, informed and more apt to want to engage in conversation.

the simple fix

• nourish the

relationship


• educate and engage

• let Email Express

help

Help build trust, positive communication, and loyalty by nurturing both your potential and loyal customers.

Provide your customers and potential clients with useful information that can help to educate them on your products and services, or about general industry information to help get them engaged and learning.

Use Email Express to reach more quality clients. More quality clients viewing your products means more sales.


underestimating the importance of

a great subject line

4

Email providers now show you not only the subject line, but also the name of the sender and a sneak peek of what type of content the email contains. That being said, subject lines are highly relevant in order to increase your email open rates. In fact, 64% of people say they open an email because of the subject line.


Source: Vero

the simple fix

• change it up


• give a sneak peek

• let Email Express help

Test different subject lines to see what works best. Try putting the name of your company in the sender, changing the “View this email in your browser” text, and use different header tags. Download this free whitepaper for more!

Use a subject line that gives your audience a little sneak peek into what they’ll read if they open the email. This gives them a better idea of what they’re getting into, rather than fishing for opens.


underestimating the power of a strong call to action (CTA)

5

The goal of your email is to get your reader to do something – sign up, make a purchase, download a pdf. Don’t assume that readers know what you want them to do. Make sure your call to action is clear, easy to see and provides the necessary information.

the simple fix

• provide necessary

information



• use clear, easy to see CTA’s

Don’t muddy the waters with information the reader doesn’t need. Provide clear, concise information to help direct the reader to the most important parts that they can easily digest.

Make your CTA stand out among the rest of the information or message on the page. Making your CTA stand out will help increase the numbers of clicks your email receives. Your call to action should also arouse interest in your product or service beyond a generic, “click here” or “submit”. Try more action-drive CTA’s.


sending everyone to your homepage

6

Not all visitors know exactly what they’re looking for, so a homepage that doesn’t immediately navigate or communicate to the consumer what your company does is a huge problem.

You need landing pages. Landing pages help direct visitors so they know exactly what they should be looking for. In fact, companies with 40+ landing pages get 12x more leads than those with 5 or less.

the simple fix

• keep it simple



• leverage landing pages

To help give clear communication, keep it simple for visitors. Use only one offer, or one call to action that is easy to find, read, understand, and complete.

Landing pages allow you to direct visitors to a specific page, rather than sending them to your website where they have to navigate themselves. Landing pages also allow you to track and measure more results to help optimize your campaigns.

Use Email Express to send readers to your landing page of choice, that way you can test the value proposition of that specific email campaign.


not reviewing your data

7

The end goal of email marketing is to generate a response out of your audience. Testing different elements of your email marketing is designed to help understand your audience more, and ultimately find ways to target your audience so you can elicit a response from them.

the simple fix

• test, test, test


• pull weekly reports


Always be testing to see what parts of your campaign you can optimize. Some email components you can test include: Subject, Message/Content, Call to Actions, Layout/images, button colors, day of the week/time sent, landing page, List splits/target audience, “from” email address, etc.

In order to know how your email campaigns are doing, you need to pull the reports on a weekly basis and study the results in order to know what is working, what isn’t, and what you can change.


not optimizing your marketing

campaigns

8

Measuring the results of your campaign will allow you to see what’s working and what needs to be changed. Once you learn this, you will be able to make changes in order to optimize your next campaign.


Source: Hiten Shah

the simple fix

• change it up


• learn from your tests


Test different things! Do not always test subject lines, especially if you already know the answers to the questions. Think about tests that will make big impacts to your marketing

Numbers do not lie. They will speak to what is working and what is not.


making the issue of email

deliverability a last priority

9

This is a massive part. It can be as simple as scrubbing your list to as complicated as your Sender ID, DKIM (DomainKey Identified Mail), or SPF (Sender Policy Framework) the major stat to why deliverability is important is simple: 100% of bounced emails fail to reach their recipient and that’s not the reason why you do email marketing.

the simple fix

• scrub your lists


• keep an eye out

• let Email Express helpASI takes great pride in constantly updating our lists and insuring that all information is accurate and that your emails are being taken care of

Always check the raw data. Look specifically at the list size vs the number of emails delivered. Those should always be within a percentage point of each other

Check the bounce rates and remove those emails from your list. Trust us, it is not worth keeping bounced emails, ever.


making email a stand-alone

10

Multi channel marketing can be extremely powerful, used to help increase brand awareness and engagement. You need to make sure you are targeting all of your ideal prospects, regardless of what methods they’re using to get information. The more marketing channels you use, the more people you are going to reach.


Source: Marketo

the simple fix

• Identify your channels


• Let Email Express help

• Create an implementation

plan

Identify the channels where your prospects interact, the value of that channel, and the potential channels available to you. Here are example of channels: Direct mail, email, mobile, landing pages/websites, video, magazines, catalogs, social media, public relations, trade shows, SEO, SEM, etc.

Email Express is just one channel you should use for your campaign. ASI also has many other channels, such as magazines and catalogs, digital products, and more. Just ask!

Once you’ve identified which channels your prospects interact and which ones you will utilize, identify a strategy and implementation plan.


questions?Email

[email protected] to schedule a personal consultation.

How can you increase the effectiveness of your email marketing?

Let us help! Talk to us about your email marketing strategy.

mailto:[email protected]


thank you

Join us again. Look for our next FREE webinar exclusively for our suppliers.

10 Mistakes You Could be Making With Your Email Marketing

Marketing

Transcript of 10 Mistakes You Could be Making With Your Email Marketing