4 Email Marketing Mistakes That May Be Spooking Your Customers
These days, email marketing is a huge player in the marketing game. With the crazy ROI from email marketing, it’s well worth taking the time to amplify your strategy. Unfortunately, your emails could be driving away customers rather than retaining them.
If you’re looking to boost your web traffic and improve your conversion rate in your next email campaign, keep these mistakes in mind (and avoid them):
1. Too Many Messages
Consistency is key in most cases when it comes to marketing. However, more isn’t always better when it comes to email marketing. One of the biggest reasons people unsubscribe from email lists is due to a high frequency of emails.
To avoid spooking your customers, you need to be strategic about how many emails you’re sending out and when you’re sending them.
How often should you be sending out emails? Well, there’s not a simple answer to that question. Trial and error is the name of the game here. A good starting point is twice a month and then up it to a weekly send depending on the feedback you receive from your list. Just keep in mind that sending emails daily or even every other day will be too much.
Also, it’s important to think about the time of day you’re sending out emails. Make sure the timezone makes sense for your customer base. Shooting out a promo email at midnight isn’t exactly going to hit the mark compared to a more popular time, such as 10 AM when people are going through their inboxes.
Our inboxes are full, don’t add to the pile of emails when it’s not necessary!
2. Lack of Proofing
It’s easy to push something out the door without a deep proofread. This isn’t great practice when it comes to copywriting, especially with email tracks. Let’s be real: emails that contain typos, grammatical errors, and spelling mistakes are not a good look for your brand. If the typos are bad enough, some may think it’s a spam email.
That said, always check over your work. Even more so, have a colleague take a glance at it. It’s easy to stare at the same 50 words and miss an error of your own.
Pro Tip: Utilize a software program such as Grammarly to check your work in real-time. That way, you can confidently send out emails without the fear of errors OR being too wordy. It’s a lifesaver!
If you’re not completely comfortable taking on the copywriting portion of your emails, consider outsourcing to an agency. (We know some people who can help 😉)
Checking your work also ties back to making sure all links are functional in your email. As we all know, click-through rates are a critical indicator of success within email campaigns. Not taking the time to make sure all links work is bad news. Make sure that all URLs are typed properly and that the pages on your site are running smoothly. A broken link isn’t the end of the world, but it isn’t doing any favors for your brand
3. Lame Subject Line
Your subject line is the first thing recipients see and is the deciding factor on whether they are going to act on it.
The key here is to play it cool. Hyped-up email subject lines seem spammy. Avoid phrases with the same vibe as “YOU CAN DROP 20 POUNDS IN A WEEK!” We’ve all seen those before, right?
Subject lines that push readers to open:
- Don’t trick people into opening – Show your value to the reader. Make sure that it’s clear that there’s something in it for the customer.
- Focus on the subject, without the fluff – You only have so many characters to use, don’t waste it with unnecessary words like “greetings” or “hello.” These can easily go in the email’s body. Keep it short, sweet, and to the point.
- Personalize, personalize, personalize – I once had a college professor say that the sweetest sound to a person is their own name. This holds true when it comes to emails as well! Using their name makes the recipient more likely to open the email.
- AVOID YELLING AT THE READER IN ALL CAPS – It’s the digital equivalent of yelling and people don’t like it. Enough said.
4. Not Mobile Friendly
More than 50% of web traffic comes from mobile devices. With a stat like that, it only makes sense to ensure that mobile users can have just as good of an email experience as desktop-only users!
When evaluating your email format, look at:
- Responsiveness
- Color Contrast
- Font Size
- General Formatting
If an email doesn’t display properly on mobile devices, recipients will delete it within seconds – don’t let this be yours! Failing to adjust your email campaigns to load properly results in lost customers and lost sales. Be sure to test out your emails on mobile devices beforehand to make sure the user experience is smooth sailing.
Email offers a cheap way to reach customers, but poorly designed campaigns could do more harm than good. Keep these mistakes in mind the next time you’re writing a campaign, and your customers won’t be running for the hills.
Need a hand with your email marketing strategy? We can help!
The 2024 Paris Olympic Games present a unique and exciting opportunity for local businesses to tap into a large, engaged television audience. The Olympics attract millions of viewers from all over the globe, and a significant portion of those watch their local stations, creating opportunities for highly effective local TV advertising campaigns. And even though national campaigns were booked long ago, it’s not too late for local advertisers. Near-to-air inventory may still be available at many local stations, providing unique opportunities for local advertisers.
THE STRATEGY & PLAN
The Olympics is one of the few events that captivate a global audience, transcending cultural and geographical boundaries. For local advertisers, this means a diverse and extensive viewership. The 2024 Paris Olympics promise to be no different, with a schedule packed with a wide variety of sports that appeal to a broad range of viewers. There’s something for everyone, from traditional favorites like athletics and swimming to newer additions like skateboarding and surfing.
Why Local TV Advertising?
- Geo-Targeted Reach: Local TV advertising allows businesses to target their immediate geographic area. This ensures that the ads are seen by potential customers within the vicinity of the business, increasing the likelihood of conversion.
- Community Connection: Local businesses often better understand their community’s needs and preferences. Local TV ads can be tailored to reflect community values, culture, and events, fostering a stronger connection with the audience.
- Cost-Effective: Local TV ads are more affordable than national TV spots, making them accessible to small and medium-sized businesses. This allows even those with smaller budgets to leverage the massive viewership of the Olympics.
- High Engagement: The immersive nature of TV viewing, combined with the excitement of the Olympics, leads to higher engagement levels. Viewers are more likely to remember ads they see during noteworthy events.
Strategies for Effective Local TV Advertising
- Align with the Olympic Spirit: Themes of perseverance, unity, and excellence resonate well during this time. For instance, a local sports store could highlight local athletes who have shown Olympic-like dedication and skill. Another example might be a local restaurant promoting healthy eating habits inspired by the athletes’ diets.
- Leverage Local Heroes: If your area has athletes competing in the Olympics, consider featuring them in your ads. This builds local pride and provides a relatable figure for your audience.
- Promote Special Offers and Events: Use the Olympics as a backdrop for special promotions or events. For example, a restaurant might offer special deals during game times or host viewing parties.
- Storytelling: People connect with stories. Craft narratives that tie your business to the Olympic ideals. For example, a gym could tell the story of a member who achieved remarkable fitness goals, drawing a parallel with Olympic athletes’ journeys.
- Visual and Emotional Appeal: High-quality visuals and emotional storytelling can make your ads memorable. Use the dynamic and vibrant imagery of the Olympics to enhance your ads.
- Call to Action: Ensure your ads have a clear call to action. Whether viewers visit your store, take advantage of a limited-time offer, or join an event, they should know what to do next.
Timing and Placement
- Timing is crucial for TV advertising. Ads placed during prime-time events or popular sports will have higher viewership but also higher costs. Balancing budget and desired reach is critical.
- Prime-Time Events include the opening and closing ceremonies, significant finals, and popular sports like gymnastics and track and field. Local station breaks during prime-time broadcasts provide opportunities for local advertisers to access the highest viewership.
- Niche Sports: Placing ads during less mainstream sports can be cost-effective while still reaching engaged viewers. Sports like archery, fencing, skateboarding, or surfing have dedicated audiences that could be highly relevant for specific local businesses.
- News and Recaps: Local news and daily Olympic recaps are watched by those who want to stay up to date but who are unable to watch live events. These segments often have consistent viewership and are a good opportunity for local businesses.
The 2024 Paris Olympics present an unparalleled opportunity for local businesses to reach a broad and engaged audience. By leveraging local TV advertising, businesses can create targeted, memorable, and effective campaigns that resonate with their community. With thoughtful planning, creative execution, and diligent measurement, local advertisers can capitalize on this global event and drive significant business growth.
Interested in placing your company’s story in front of the eyes of many? Lets start from the top and go higher! Speak with one of our Strategy Marketing Directors today.
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