The most powerful marketing tool available in business today is email.
A bold claim, we know, but the facts don't lie. The Direct Marketing Association published a study in the book “The Power of Direct Marketing” on the effects of different types of internet marketing. Email came out on top with nearly twice that of any other approach.
Yes, you read that correctly. Nearly twice as effective as any other marketing approach.
With that in mind, email marketing can be a great way to drive traffic to your website and engage your customers. However, you should be warned - if done the wrong way, email can be useless, or worse, harmful to your business.
Here are four mistakes you should avoid if you want to reap the benefits of of email marketing.
Not Targeting Your Audience
If there is one thing that determines the success of an email marketing campaign, it is your ability to understand your target audience. Without that, a valuable connection is lost.
Ask yourself: What is important to them? What are their problems? What are their hopes and aspirations? If you can answer those questions, you'll know how to email your audience in a way that will compel them to listen to you and take action on your message.
Striking the right tone is critical to the success of your email marketing. If you sound likable and professional, people will want to work with you and respond to you. While still maintaining a level of professionalism that showcases your qualifications, adapt a relaxed, personal tone in your emails, as if speaking to an old friend at coffee shop.
Why be picky about grammar? Because your audience may see your language as a reflection of your competence. Make lots of mistakes and you will come across as uneducated and uninformed. People will hesitate to respond favorably to your email, because they may think you don't know what you are talking about. A good dictionary and a copy of the “Elements of Style” can help to avoid this mistake.
Not Giving a Call to Action
It would be a shame if you spent your time crafting the perfect marketing email then left it up to your audience to figure out what comes next. A call to action is needed. Give the reader a specific action to take once they have consumed your email content. This can be anything from “Click here for a free eBook” to “Subscribe to my newsletter.”
There you have it. If you avoid these blunders and focus on sending out compelling, personal emails you will see results from your efforts in no time!