Sending Emails Manually
Email automation is a powerful tool that can help you reach the right people at the right time by using automated workflows. This is an effective way to nurture leads and drive more sales. Automation enables marketers to personalize their email content and set up workflows. According to Statista, 90% of consumers find personalized content very or somewhat appealing. With email automation marketers can create a series of personalized and automated emails to help build business relationships. According to HubSpot 2020, email automation campaigns are among the top three tactics used by email marketers to improve performance.
When you set up workflows the emails are automatically sent to the users on the scheduled time. This reduces the work of marketers of sending emails manually. This way marketers can focus on other important tasks and be more productive. Email automation also ensures that follow up emails are sent to recipients on time.
Sometimes if you are sending emails manually, you may miss out on sending emails to some contacts or forget to follow up. Automation reduces the chances of human errors and ensures that emails are sent to the selected contact list on time. Sending follow up emails on time can help improve communication and improve the performance of your email campaigns.
Ensure that you keep updating your automation campaigns if there are any changes for example, removing certain contacts from the list. Although automation does the work for you, it is important to keep updating.
Not Segmenting Your Audience
Segmentation is the division of your contacts into groups based on set criteria. To create personalized emails that resonate with your contacts you need segmentation. Audiences can be segmented based on location, purchases, interests and more. Segmentation enables you to create different email lists that focus on specific attributes. You can create different emails tailored for different lists rather than creating a mass message.
You can use certain tools or software, like HubSpot, that helps in segmenting your list. Another way is to create lead magnets that will allow you to target website visitors and automatically segment them in a particular list. You can also send a quick questionnaire to your leads or customers to understand their preferences, interests, or pain points. This can enable you to segment your email list and send customized content that resonates with the recipient.
Skipping A/B Testing
A/B testing can help you test your emails to ensure that they perform well. Create two or three versions of the same email and test various elements so that you can select the version that performs the best. This testing can be on subject lines, design, CTA placement, email copy and more. According to Litmus 2019, companies that A/B test every email see email marketing returns that are 37% higher than those businesses who never include A/B testing.
Many businesses underestimate the fact that A/B testing can significantly improve their email performance. If you don’t use A/B testing, you miss out on opportunities that can help enhance your emails. As seen in the statistics above, businesses using A/B testing had a higher ROI than those that did not. Don’t miss out on this step as it can help you create a high-performing email that resonates with your target customers.
Email marketing is not always easy. You are going to make mistakes while implementing your email campaigns. But the common email marketing mistakes discussed above can help you save a lot of time and resources. Keep these points in mind when you plan your email strategy. Now that you are aware, you can easily avoid these mistakes. It can help you create, enhance your emails, improve conversions and ROI.
If you are making some of these mistakes you can easily fix them and incorporate good practices that saves you time in the future. If you want to know how to build an email strategy from scratch, here is a guide that can help you.
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