Inside Word Series: Insights From An Adelaide Digital Marketing Agency, Part 1

6 Common E-mail Marketing Issues

Most Adelaide business know how big a difference hiring the right Adelaide digital marketing agency can make on their e-mail marketing campaigns.

In today’s Facebook and Twitter world, people often forget the value email marketing brings. E-mail marketing is a vibrant and powerful way to connect with people. It is easy, effective, and inexpensive. Marketers have been using this medium to promote businesses for years now, but this platform can still be challenging for them to perfect.

It is important to point out that while marketers are often extremely competent and well-informed in marketing techniques and strategies, this does not mean they are above making mistakes; sometimes, they are not aware they are making common ones like the below:

#1 “One Size Fits All” Approach

The most effective emails are emails that are relevant to the recipient. What will work for a Fortune 500 company might not work for a start-up farm business. Marketers need to note that segmentation is key in email marketing, it pays to list prospects into groups and customise every message to each reader to encourage more engagement.

#2 Boring Subject Lines

Your subject line is the first impression you make. Subject lines of very little substance often get marked as ‘read’ before they are even opened – or worse yet, deleted. You need to grab attention just enough to stand out from the rest of the newsletters. In the same way, overhyped subject lines are often a letdown for customers who expect more than what they are getting. Keep it casual, conversational and creative.

#3 Proofreading

Small spelling mistakes and grammatical errors are incredibly common in marketing emails. Sometimes, while unavoidable, the slightest typo can create an unprofessional image for your brand. What we think we wrote is sometimes not what we actually did, causing us to overlook our mistakes. Always have at least one other person look over your email before you send it.

#4 Too Many Calls to Action

Marketers often try to do too much in one campaign email. Make your goals clear so the email recipients know what you want them to do right away. Whether it is to visit your site, join an event, or redeem an offer, pick one and encourage them to do just that. One CTA linking to one landing page clarifies your offer and makes it easier to convert.

#5 Extremely Long Emails

Your intentions are clear, you want to get as much information on your brand as you can in one email, but this approach can lower your engagement. Keep your email short and simple, and it should clearly establish the message you are trying to send.

#6 No Graphics/Images

Exceptional email marketing campaigns need to be cleverly written to attract attention in busy inboxes, but emails with plain text alone will not get the job done. Rather than exerting all your effort on coming up with the perfect words, you can use an image to help demonstrate your point.

Working with an Adelaide Digital Marketing Agency to Avoid Mistakes

Your email list is one of your most valuable resources, and if you learn how to treat it right, the cost of doing so will pay for itself. Work with a competent marketing agency who is dedicated in delivering results and getting your brand recognised.

If you would like to setup a consultation with us, you can call us at 1300 733 255 or email us at info@marketingcatalyst.com.au.

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