SMBs 5 Most Common Email Marketing Mistakes - And How To Avoid Them.

Email marketing can be a game-changer for small and medium-sized businesses (SMBs), but over my career, I have seen many stumble into common pitfalls.

Don't worry; we've all been there! The key is to learn from them and move forward.

Here are five common email marketing mistakes and some practical tips to avoid them. Let's make your next campaign a smashing success!

1. Overloading the Subject Line with Hype

Keep it short and straightforward. Be relevant. Don't get overly "clever" because you have a short time to get the reader to open the email, and "clever" tends to take too long to hit the mark.

The Mistake: It can be tempting to use phrases like "BEST DEAL EVER!!!" or "LIMITED TIME ONLY!!!" in your subject lines. However, these can come off as spammy and may cause your emails to be ignored or sent straight to the spam folder.

How to Avoid It: Be clear and concise. Focus on what’s inside the email and offer genuine value. Use actionable words that spark curiosity without overpromising. For example:

- Instead of "Best Deal Ever! Don’t Miss Out." try "Exclusive 20% Off for Our Loyal Customers."

- Instead of "Limited Time Offer – Act Now!" try "Unlock Your Special Offer Before It’s Gone."

Source: Mailchimp's Guide to Crafting Strong Subject Lines, (https://rebrand.ly/lg5px)

2. Neglecting Mobile Optimization

I am shocked that this still happens because so many email platforms automatically solve this issue. But just when I think, "It's time has passed," I get another email from a business that's impossible to read/respond to on my phone.

The Mistake: Many SMBs must remember that many of their audience reads emails on their phones. If your emails aren’t mobile-friendly, they might be hard to read or navigate, leading to a poor user experience and lower engagement.

How to Avoid It: Use responsive design templates that automatically adjust to different screen sizes. Please keep your text short and ensure links and buttons are easily clickable. Testing your emails on multiple devices before sending them out can save you from this common blunder.

Source: Litmus on the Importance of Mobile-Friendly Emails, (https://rebrand.ly/2cl1m)

3. Failing to Segment Your Audience

How many of you have received an email from a significant retailer focused on items for your spouse and not you? (Lands' End, I'm looking at you!)

The Mistake: Sending the same email to your entire subscriber list can lead to irrelevant content being delivered to the wrong people. This one-size-fits-all approach often results in lower open and click-through rates.

How to Avoid It: Segment your email list based on past purchase behavior, engagement level, or demographic information. For instance:

- New Subscribers: Send a welcome series introducing your brand.

- Loyal Customers: Offer exclusive discounts or early access to new products.

- Inactive Subscribers: Create re-engagement campaigns with special offers.

Source: HubSpot's Tips on Email Segmentation, (https://rebrand.ly/0e466)

4. Ignoring Personalization

I have written about this too many times. If your data is solid, personalization can be a huge benefit. But if your data is "less than solid," you are probably sending me emails that start with "Ms. McGraw." (Don't do that!)

The Mistake: Generic greetings like "Dear Customer" can make your emails feel impersonal. People want to feel unique and recognized, and a lack of personalization can lead to a disconnect with your audience.

How to Avoid It: Use personalization tokens to address your subscribers by their first name. Go beyond the basics by including personalized product recommendations or content based on their previous interactions with your brand. For example:

- Instead of "Dear Customer," use "Hi [First Name],"

- Instead of "Check out our latest products," try "We think you'll love these new arrivals, [First Name]!"

Source: Campaign Monitor's Guide to Email Personalization, (https://rebrand.ly/dlk5o)

5. Overwhelming Your Audience with Too Many Emails

One of the first things I do is look at the communication stream from the point of first contact with the customer through the first purchase.

One organization sent more than 15 emails in 3 days to new subscribers, and they couldn't figure out why their unsubscribe rate was so high! After reworking their onboarding process, their open and click-through rates increased substantially.

The Mistake: Bombarding your subscribers with emails can lead to fatigue and increased unsubscribes. While staying top-of-mind is essential, there’s a fine line between engaging and annoying.

How to Avoid It: Establish a consistent but reasonable email frequency that keeps your audience interested without overwhelming them. Monitor your open rates and engagement metrics to find the sweet spot. Consider allowing subscribers to choose their preferences for email frequency.

Source: Constant Contact's Insights on Email Frequency, (https://rebrand.ly/6jg5l)

Conclusion

Avoiding these common email marketing mistakes can significantly boost engagement and conversion rates. Remember, the key is to offer value, be genuine, and respect your audience's preferences. Happy emailing!