So many different strategies have come and gone, but email is still on everyone’s marketing plan. In fact, it has been named the most effective strategy since 2014. It’s one of the simplest and most direct ways to connect with your leads. But, what does your email marketing look like? Are you getting the results you’re going for?
At Bolton Remote, we provide companies with offshore remote staff, and some of them are customer-facing roles. We know how important it is that marketing is done right, especially email. Take a look at your strategy, and make sure you’re not making these mistakes.
1. Your subject lines are misleading.
A good subject line can help your click-through rating skyrocket. It’s tempting to exaggerate or even mislead just to get those email opens, but at what cost? For WP Curve co-founder Dan Norris, it could cost your brand’s trustworthiness. An over-hyped and inaccurate subject line “kills trust and isn't worth the click.”
How to fix it: You can come up with interesting subject lines without resorting to gimmicks. If you’re not sure how it will do, an A/B testing tool like Touchstone can analyze whether your email will do well or not.
2. You send too many emails.
According to Marketing Charts, email frequency is the number one reason people hit the ‘unsubscribe’ button. When people give you their email, it’s not tacit consent to send them as many emails as you want. They’ll more likely go without your emails (no matter how great they are) than have you spamming their inbox.
How to fix it: Be upfront about the frequency of your emails. Your audience need to know what they’re signing up for. Frequency goes both ways, too. When you say you send weekly emails, “you can't miss. Show up every week.” says writer and entrepreneur, James Clear.
3. You don’t optimize for mobile.
Over half of all emails are read on mobile devices. You risk losing half your audience when you don’t optimize your email marketing properly. When your emails are too long, too large, and consumes too much data, your audience won’t hesitate to hit the unsubscribe button.
How to fix it: Test your emails and make sure they are lightweight and look as perfect on any device as it does on the desktop. Email on Acid helps marketers optimize email design for mobile, as well as run spam testing, email analytics, and more.
4. You don’t clean your email list well.
Do you continue to see spam complaints, unsubscribes, and bounces? It might be because you don’t check lists on your email platform. “Keep in mind that they do not have the ability to clean your lists for you.” shares Matt Wesson of Pardot, otherwise you will keep sending to unmanaged and stale lists.
How to fix it: Make sure you have people who can stay on top of your data. “If you’re not replacing churned email addresses with new active ones, your business can feel the impact.” says Wendy Burt-Thomas for Vertical Response. If you have a remote marketing support team in place, you’ll be able to keep a clean and updated email list while your marketers focus on content creation and testing.
Assess the current email marketing strategy you have in place. Through close examination, you’ll be able to see which aspects you can improve on, increasing your chances of achieving your marketing goals.
Email marketing is your first direct communication to a potential customer. Do it right by hiring the right people to help. Visit our website at www.BoltonRemote.com and build an offshore remote marketing team that can drive results.
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