Navigating Our New Normal: 10 Post-Crisis Email Marketing Mistakes to Avoid

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Despite the fixed predictions of its decline, e mail advertising and marketing nonetheless offers companies a handy, cost-effective manner to join with their viewers, set up belief, present worth, flip leads into gross sales, and enhance Return on Investment (ROI).

Even although it’s nonetheless one of many strongest and most rewarding advertising and marketing methods which you could leverage, e mail advertising and marketing has not been immune to change. Customers out of the blue had completely different wants, wishes, pursuits, preferences, and behaviors, which implies that companies have had to reevaluate their methods and develop higher approaches to goal their prospects to keep related and worthwhile.

Email advertising and marketing has not been exempt from these evolutions. The techniques that had been acceptable pre-2020 won’t minimize it in at present’s local weather. 

The level of this publish is to enable you to reassess your e mail advertising and marketing, pinpoint errors that could be limiting the influence of your efforts, and deal with them to crisis-proof your emails and enhance the effectiveness of future campaigns.

Why COVID-19 modified e mail advertising and marketing 

The pandemic challenged every little thing from established shopper dynamics to buyer experiences and model loyalty. Customers grew more conscious than ever and threw energy behind the problems they believed in. 

Choosing which model to patronize advanced past simply worth, high quality, and comfort. Other components comparable to belief, sustainability, social accountability, and moral sourcing have gotten more and more necessary in shopper choices, so your model has to watch out and intentional than ever in regards to the values you espouse.


Source: EmailMonday

Customers are invested in advertising and marketing messages which are related to them more than ever. Email advertising and marketing is now not about concentrating on demographic information like age, gender, and placement. 

Customers need messages to align with their private values and state of affairs. According to the EY Future Consumer Index research involving 20 international locations and 14,500 people, shoppers at present might be divided into 5 classes:

  • 32% of them are most involved about affordability, so product performance means more to them than model names
  • 25% prioritize their well being and their household’s well-being earlier than anything, so that they solely purchase merchandise they think about secure and trusted
  • 16% are most involved in regards to the atmosphere and its preservation, and so they attempt to purchase from manufacturers which are additionally dedicated to these values
  • 15% are all about neighborhood and doing issues for the better good, so honesty and transparency are excessive on their checklist when selecting manufacturers to patronize
  • 12% put their inventory in experiences; they need to soak in as many moments as attainable, making them more doubtless to attempt new manufacturers and merchandise

If what you are promoting is critical about getting outcomes from e mail advertising and marketing, you want to think about segmenting your viewers primarily based on these personas and utilizing them to information your campaigns. The pandemic elevated buyer expectations of what companies ought to do for them. 

You can now not get by sending an automatic e mail everytime you publish new content material or including a pop-up field saying “sign up to receive updates” to your web site to get subscribers. Instead, you have got to anticipate your viewers’s wants and wishes and ship personalised experiences at each level of their purchaser journey.

10 e mail advertising and marketing errors to look ahead to post-COVID

To entice, nurture, and retain subscribers within the present shopper panorama, you have got to be keen to let go of conventional e mail practices which were rendered ineffective by the pandemic. 

Let’s cowl some practices and errors you want to rectify or keep away from making to keep forward of the curve. 

1. Forgetting the welcome e mail

Congratulations! You simply gained a brand new subscriber.

What’s your subsequent transfer?

For many e mail entrepreneurs, it’s nothing. They simply wait till they ship out their common e mail messages to attain new subscribers. This is a large mistake since you’re lacking out on an opportunity to join and have interaction with these freshly acquired subscribers whereas the interplay remains to be contemporary on their minds.

When you fail to ship a welcome e mail or e mail sequence, you’re taking a threat by assuming the subscriber would nonetheless care about your model if you ultimately attain out to them. That pleasure that bought them to join your e mail checklist within the first place could be gone, so they may simply unsubscribe or not even trouble opening the e-mail in any respect.

But if you attain out to them proper after they subscribe to say thanks for being right here, they’re more doubtless to open up your e mail and hold interacting along with your model since you’re nonetheless contemporary of their thoughts. So you need your welcome e mail to welcome the reader, clarify what your model is about, what they will anticipate from you, and supply one thing of worth like a free report, low cost provide, or promo code.

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This welcome e mail instance from Hush Puppies hit all the best notes. It welcomes you, introduces you to the enterprise, and affords a hard-to-resist time-bound provide of 20% off your subsequent order.

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There’s no particular manner to ship a welcome e mail. It might be skilled and straight to the purpose, or humorous and lighthearted. The necessary factor is that it needs to be memorable, mirror your model voice, and set the tone for future emails.

2. Annoying and salesy emails 

Now, more than ever, prospects are much less fascinated with having pushy and aggressive gross sales messages shoved of their faces. If you’re approaching too robust in your emails, you’re principally asking them to click on the unsubscribe button, and they are going to be pleased to oblige.

There are dozens of emails vying for consideration in your reader’s inbox, and most of them sound alike. The greatest manner to differentiate your self is to go simple on the cliches and salesly language and simply speak such as you’re having a dialog with a good friend.

Focus on offering numerous sensible, valuable content in order that if you slip in promotional affords, they received’t be delay by it. They will even be inclined to take you up in your provide as a result of it’s related to them, and so they’ve come to belief you.

Personalize your emails and make your messages in regards to the reader. Rather than telling them how superb your product is, allow them to know the way to profit from it. Tell your readers how your product can add worth to their lives. Your open charge, engagement charge, and conversion charge will thanks for it.

3. Outdated designs

Many e mail advertising and marketing campaigns fall flat on their faces as a result of their design leaves a lot to be desired. You can’t anticipate your subscribers to have interaction your emails when the font dimension of your copy is far and wide.

Just stick to utilizing H2 and H3 tags to break down matters. Avoid utilizing a number of fonts in your campaigns, or they’ll look juvenile and disconcerting. Pick a pleasant, clear font and keep it up all via.

While it’s okay to use photos in your e mail design to make it more partaking and visually stimulating, you need to steer clear of utilizing low-resolution photos or too many photos in a single e mail. Other interactive components like audio and video also can remodel your click-through charges.

There are platforms that provide you with entry to tons of audio and video datasets that you need to use to spruce up your e mail design, so don’t hesitate to test them out. 

Your colour decisions are additionally essential, so when designing your e mail, go along with the colours your model is understood for. This will make it simpler for subscribers to acknowledge your emails of their inboxes and even encourage them to open them. Here’s an instance of this trick in apply with Allrecipes: 

TQlBZjpq0Tr27CzDoEMLG8U74tjn9Cx23xEBcpxylRMR6qBQiy gKrEq 9PLMCIUsKDHs 0zT86yF49aGh7XNsU9mSVnEO J36YiAV56iCTLk0uRKfZ LjUSDFImFsXyC8JySc5P

You additionally need to overview each hyperlink in your e mail to ensure they’re not damaged earlier than making the marketing campaign reside, or you may find yourself with an embarrassing state of affairs in your palms.

4. Poor proofreading 

Your viewers expects a sure stage of professionalism in your emails. Not delivering on this could come off as you disrespecting them and believing they don’t deserve one of the best that you’ve got to give, which might trigger them to cease partaking along with your messages.

Before you hit that ship button, ensure to proofread your emails for improper spelling, grammatical inconsistencies, and different errors. It won’t appear to be a lot, however even a easy mistake like “Shpo now” in your CTA can stop readers from clicking via and changing.

Make certain the tone of your message aligns along with your model and the emotion you need to spur in your viewers. Have a number of individuals undergo the e-mail for errors and provides their opinions on how simple it was for them to perceive. For greatest outcomes, work this into your course of and use collaboration instruments so everybody can see your new e mail drafts as you’re employed. This will enable you to get higher suggestions. 

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Additionally, display screen your copy for phrases which may come off as offensive to your viewers. No matter how pleasant the rapport you’ve constructed, you continue to need to deal with them with respectful {and professional} language. 

In the same vein, add a professional-looking e mail signature. Check out these email signature examples for inspiration. 

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5. Skipping A/B testing

One of the largest errors manufacturers make with their e mail advertising and marketing campaigns is neglecting to perform A/B exams or hanging up their boots after performing a couple of exams. The fact is efficient e mail campaigns don’t occur in a single day, and even good outcomes might be improved with just a little little bit of testing and modification.

Don’t presume to know what works greatest in your viewers till you’ve examined your concept. You ought to create completely different topic traces, visuals, and Calls-To-Action (CTAs), then ship each to a special section of your e mail checklist to see which performs greatest.


Source: DesignForFounders

However, attempt to check solely one in all these components directly, so you already know which issue to attribute the efficiency of a marketing campaign to. Performing A/B exams cannot solely assist increase your open and click-through charges, however they will additionally make you a greater e mail marketer by educating you the way to craft highly persuasive CTAs and topic traces.

6. Using unhealthy CTAs and topic traces

Your viewers are usually not thoughts readers, and so they have so many different issues they may very well be doing with their time. So in the event you don’t inform them what you need them to do subsequent after studying your e mail, they might most likely simply shut it and transfer on to the subsequent factor on their checklist.

Even if you embody a call-to-action, it wants to be clear, simple, and convincing, or they received’t observe your lead. Your CTA needs to be simple in your readers to discover. 

Use daring textual content, vivid colours, and enormous buttons to make it stand out in your e mail. The phrases you select matter vastly, so use motion phrases that arouse curiosity, spark emotion, or create a way of urgency to compel your viewers to take motion.

Try not to use a number of CTAs in a single e mail, as this will depart your viewers not sure of what motion to take and trigger them to take none in any respect. However, it’s okay to repeat the precise CTA a number of instances all through the e-mail to give the viewer more probabilities to discover and act on it.

The similar goes in your topic traces; if it’s poorly written, your subscribers received’t be drawn to open your e mail, and your conversion rate and campaign ROI will tank. Forget about being intelligent, overdramatic, or luring your viewers with clickbait and give attention to crafting purposeful and related topic traces. 

Find a steadiness between revealing an excessive amount of and being sensational or hyperbolic. In your quest to be persuasive, keep away from utilizing spammy phrases in your topic traces; in any other case, you’ll damage your sender fame and threat your emails getting blocked out of your subscriber’s inboxes. 

Finally, ensure that the content material of your e mail aligns along with your topic line, or readers will really feel such as you tricked them and unsubscribe out of your checklist.

7. Not optimizing for cell 

Our cell units are like a second limb. It’s all the time in our palms or inside attain, so it is sensible that it’s what we have a tendency to use for many on-line actions like purchasing, sharing updates on social media, and checking our emails.

Despite this, many e mail entrepreneurs give all their care and a spotlight to designing their e mail messages for desktops whereas neglecting cell. Unfortunately, that won’t fly for shoppers anymore as a result of they anticipate you to ship an optimized expertise throughout all their units.

So in the event that they open up your message on their cell units and the structure makes the content material look wonky and tough for them to read, they’re doubtless to unsubscribe or ignore all of your future emails.

Make beneficiant use of white house. Try to use brief paragraphs in your emails so cell readers are usually not delay by lengthy blocks of textual content, and don’t cram it stuffed with visuals as a result of they will have an effect on how rapidly your message hundreds. Don’t overlook to check your ultimate copy to see that it appears to be like proper on smartphones earlier than sending it to your subscribers.

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8. Treating e mail subscribers like common prospects 

If all of your e mail subscribers needed was to study what you are promoting, they might simply have read the “About Us” part of your web site and stored it shifting. Instead, they submitted their emails to you as a result of they really feel some elementary connection to your model and need to hold you shut.

They need to be the primary to hear about every little thing you’ve bought happening. They truly care about what you are promoting, so they are going to be more inclined to devour your content material, share it with their community, fill out surveys, depart suggestions or ideas, and even buy your services or products.

Your e mail checklist is principally a direct line to your greatest supporters, and so they deserve to be handled like they’re within the VIP membership. You can present your e mail neighborhood members how a lot you admire them by giving them particular affords, unique content material, sneak peeks of merchandise/companies coming quickly, first dibs on newly launched merchandise, and more.

Another manner you may make your e mail subscribers really feel actually particular is by making a model ambassador program for them and rewarding them for his or her loyalty to what you are promoting. These perks will push them to be even more devoted to your model and more doubtless to soar at alternatives to patronize you.

9. Not specializing in sender fame

Your sender fame is a rating set by Internet Service Providers (ISPs) primarily based on the amount of emails you ship each day in addition to your bounce charges and unsubscribe charges. If your emails typically bounce or lead to viewers hitting the unsubscribe button, your sender fame will undergo, and you’ll get a low rating.

Not paying consideration to your sender fame is likely one of the costliest e mail advertising and marketing errors you may make. The decrease your fame will get with out being corrected, the much less reliable you’ll grow to be within the eyes of ISPs, and the better the possibilities of your emails ending up instantly in subscriber’s spam folders.

Luckily, you’ll be able to all the time enhance your rating, however you have got to monitor your fame to achieve this. There are many nice instruments and web sites—e.g., Sender Score, TrustedSource, BarracudaCentral—that may inform you your rating. All you have got to do is submit your URL, month-to-month e mail quantity, and different very important particulars, and your fame rating might be revealed to you.

10. Skipping e mail analytics 

Your work doesn’t finish after your campaigns go reside. You nonetheless want to watch them to see in the event that they’re efficient at driving the outcomes you need and decide the actual messages that resonate along with your readers and spur them to take motion.

Without monitoring your campaigns, you received’t have the option to inform whether or not your technique is performing optimally and the place you want to impact adjustments to improve marketing outcomes. Leverage analytics to monitor your open charges, click-through charges, variety of new subscribers gained, and the speed at which individuals are unsubscribing out of your emails.

Check your campaigns with the very best choice and click-through charges to see what similarities they share, then use the insights you glean to inform future e mail advertising and marketing campaigns and guarantee your efforts yield fruit.

When selecting your email marketing software, search for instruments that supply complete in-built analytics. This will prevent the difficulty of investing in a separate device to assist measure the efficiency of your campaigns.

Drive your e mail advertising and marketing success

In the world of e mail advertising and marketing, everyone seems to be susceptible to making errors from time to time, even probably the most seasoned entrepreneurs. However, figuring out precisely what to look out for can scale back these incidents and forestall you from hurting your e mail advertising and marketing efforts by repeating the identical errors time and again.

Armed with this information, you’ll be able to set about revamping your e mail technique to maximize opens, engagement, and conversions whereas drastically lowering your spam and unsubscribe charges.


Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.