Email marketing pitfalls: part 1

It's the low-cost marketing technique that can still reach thousands of potential customers - but more often than not, business owners find it difficult to use email marketing to build loyalty and sales.

Here are four common mistakes that hurt email marketing:

No differentiation

Sending the same single message to all contacts is an ineffective way to use email marketing. Different individuals have different preferences and needs, and most brands have more than one product. It is therefore important to know your customer and what they like in order to send them relevant messaging.

No segmentation

Buyers in the US will have different needs and wants to those in South America or Europe, just as a major corporate CEO will have different needs than a small business owner. So manage your message accordingly.

Poor subject line

Dull subject lines like "January newsletter" or "weekly bulletin" will reduce the open rates of your message. Before a recipient opens the email, the subject line is the first thing he/she sees. Your subject line needs to be compelling and, if possible, needs to hold a promise that the reader will gain something from clicking and opening.

Anonymous sender

Revealing whom sends an email is as important as the subject line and will undoubtedly have a significant impact on whether or not the email is opened.

Make sure that recipients know that the email has come from a legitimate business to gain credibility and to avoid the email looking like spam. It may also be a good idea to sign off on the bottom of the email where relevant to add a personal aspect.

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