Don’t Make These Email Marketing Mistakes

Don’t Make These Email Marketing Mistakes

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.

Wrong Tone

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.

Poor Grammar

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!

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).