Don't Make These 5 Email Marketing Blunders

Email marketing can be a daunting task. While it seems to be quite an easy / effective way to stay in front of potential clients and past clients alike, they often times fall flat. But once you get on top of it, it quickly becomes the least time and budget consuming lead generation activity.

Let’s take a look at the 5 top common mistakes for you to avoid.

1. Not Making it About Them

We all have that one friend who dominates every conversation with stories about himself and his life. Every sentence begins with “I” and you can barely get a word in. You see these people everywhere. 

On the flip side there are those who only seem to care about you. They ask about your family, your interests, and see how your business is going and offer to help whenever needed. These are the type of friends you want to keep in mind when you are creating your email campaigns.

Remember, people love to buy but hate to be sold to and if you are seen as an educator and an expert they will gravitate toward you. Focus on your client’s needs wherever they are at in the sales cycle. 

Remember you are not a big box store offering 20% off discounts, you are trying to build lasting relationships.

2. Not Utilizing Segmentation

I am sure in the past you have received quite a few emails that made absolutely no sense and didn’t even remotely have to do with your interests.

This is exactly why you don’t want to have generic email list. You want to keep things separate and segmented and write emails specifically for that audience.

Are they new homeowners? Past clients? Part of your GeoFarm that you want to keep current on local events? Potential sellers?

New homeowners don’t want to see tips for selling their home faster and a potential seller doesn’t care to see a new home buyers guide to mortgage.

Making this mistake will not only lower your credibility but turn you into a robot instead of a helpful adviser. 

Even worse, these generic emails often get tossed in the SPAM folder - killing your future campaigns.

So make sure to start chopping up your contact list and laser focusing your emails to get in front of the right people, instead of being robotic you will gain exposure, credibility, and authority.

3. Missing Out on a Clear Call To Action

Let’s face it, you can have the most valuable, highly focused content in the world but if it does nothing to prompt action it will mean nothing to your business. It is not the easiest thing in the world to come up with a great call to action when you are trying to soft sell and provide value - but it is imperative.

Often times the best way to add in your call to action is at the end, and have it relate to the email you sent out and use common verbs such as “call”, “download”, or “find.” If you sent an email to a prospective first time buyer ask them to “call now so I can clear up any questions you may have.”

Leave some white space around your CTA to make it stand out and be sure to have 1 clear action for the reader to take. This needs to be done on every email!

4. Failure to Keep Up Your Contact List

Once you have your leads segmented you are halfway there. No matter which email provider you choose, MailChimp, GetResponse, AWeber - they all provide automation and statistics and you can use these to make sure your campaigns are running at full throttle.

Take some time every month to clean up any dead contacts (maybe they haven’t opened an email in 3 months), move them to a revival list or remove them completely. This will keep your open rates high and increase your deliverability.  

You may think that keeping those contacts in is a good thing since they can one day wake up and start interacting - but chances are far greater that they will eventually click the spam button and put a black mark on your account.

5. Too Much Too Quick / Giving Up Too Early

As you write your emails you want to be professional but also keep it light. This can lead to some grammar errors, if you are sitting down to write a 10 email sequence to new contacts it can turn into a mess real quick. Slow down and take your time with each email. You may want to get it done but if they don’t convert you wasted that time. Make sure links are correct, and there aren’t typos or other errors.

While speed at the beginning will kill you, pulling the plug too quick will also squash any chance you have. Email campaigns are a great way to build relationships, which take time. Instead of killing your campaign, look at what is working and what is not and tweak it. The more contacts you have the better results over time. Keep chipping away and don’t expect too much too early!

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