Email marketing has many advantages. It has the highest ROI of all direct communication channels, and it interacts with customers. You don’t have to pay extra to attract your audience. With such letters, you can tell your subscribers about football betting online with 22Bet or what products are on-discount today. But many companies make typical mistakes that negate all efforts to develop it. Here are the main mistakes when dealing with email marketing solutions.
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Sending Emails to Everyone
Often companies send mass mailings to their entire base, literally flooding subscribers with unnecessary offers:
- Without personalization or interests, such as sending childless women emails with diaper sales.
- With promotions on products the customer has already bought.
- Without considering newsletter interest and interaction with other channels. For example, the client opens mailing lists in Viber, but they still duplicate messages in emails that he doesn’t look at, reducing the open rate, or even sending to spam.
To fix the error, do the following:
- Partially replace mass mailings with trigger emails. These are automatic messages which are sent to the customer when a certain event happens. A classic example of such a mailing is an abandoned cart, when the customer put items in the cart but didn’t make a purchase.
- Exclude some customers from mass mailings, such as those who bought three days ago. You can do this manually: upload the entire database and the list of recent customers to Excel and delete the latter. When you realize that there are too many segments and mechanics to deal with quickly, it is wise to connect your automation service with a filter system.
- Add personalization to mass mailings. A good option is to improve emails with product recommendations that show only items in stock and those that the customer hasn’t bought yet.
Looking at Opens and Clicks Instead of Revenue
Opening rates, open rate, and clicks, click rate, are indirect metrics. They show the recipient’s interest in the brand and the content of the emails, but they don’t provide insight into how much the company earns from the mailings or whether the business is successful.
This is how you can correct this mistake:
- Set up UTM tags in the newsletter and analyze exactly how people are buying from it. UTM tags are added to the address bar; you need them to get detailed information about each traffic source. You can track conversion with UTM tags in Google Analytics.
- Add a promo code or a secret word to the newsletter, which the customer has to enter at checkout or say at the checkout. This method does not give 100% accuracy: some customers who made a purchase decision based on the newsletter will forget to use the code. However, you will be able to understand the trend and compare the effectiveness of several mailings.
Sending Newsletters Too Often
It may seem that the more emails you send, the more revenue you get from your mailings, especially if you have last click analytics, i.e. the last channel the customer had an interaction with is counted. But in reality, there may not be a connection: there is always a chance that customers will make a purchase without a reminder.
But aggressive spamming leads to base burnout: customers are less likely to open emails and click on links in them.
Here’s how to fix the mistake:
- Use a control group, that is, exclude some customers from the mailing list. This will allow you to compare the behavior of the core group with the control group and conclude whether the mailings really have an impact on conversion to an order.
- Look at the share of opens and clicks. If there are less clicks and opens, it means that the base is most likely getting burned out. Click rate and open rate are indirect metrics, but they’re enough to conclude that your customers are tired of mailings.
