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3 Email Marketing Automation Mistakes To Avoid
Email Marketing Automation has increased in popularity over the years. It cannot be denied that numerous benefits are associated with email marketing automation, such as efficient targeting and segmentation, boost in business revenue, and increased brand awareness to name a few. One of the best attributes of email marketing automation is that because everything is computerized, it is more accessible for marketers to retrace their steps and identify the strengths and weaknesses in a single campaign to boost a company’s Return on Investment (ROI).
Any company can certainly benefit from Email Marketing Automation if thoughtfully conducted. On the other hand, a poorly executed email marketing automation can be detrimental to an organization’s reputation.
The article provides insight into 3 email marketing automation mistakes to avoid, and how to strategically tackle them as an experienced marketer.
1. Too General
Email Marketing Automation surely involves streamlining content to the right clientele. One tip to remember is that your company isn’t the only one aiming to have their marketing campaigns read. Your audience receives tons of automated emails each day, and it is part of your job as a marketer to ensure your emails stand out.
However, a common blunder companies make is that they end up sending automated emails that are simply not personal enough to the point that it can be deemed irrelevant by readers.
This mistake can certainly hinder an organization’s success. The content of the email sent to your audience serves as the voice of the company and must be well-executed enough to grab your recipient’s attention.
In order to undertake the mistake, it is crucial for any marketer to examine the necessary factors in place and carry out the task accordingly. This means truly understanding your audience, and creating marketing campaigns that have greater personalization, and are up to date on any significant recent events. Some companies choose to address the recipient’s name in the subject line to grab their attention. However, a tactic that is overly used would no longer be a personalized touch. Perhaps, a thoughtful solution could be to address or rewards those loyal recipients who regularly go through your email, they will surely be pleased to receive exclusive content.
2. Too Overwhelming
With Email Marketing Automation, the automation aspect of it allows any marketer to automatically schedule their campaigns on a frequent basis. To exemplify, automatically sending 5 emails on a weekly basis to achieve greater brand awareness. Now, while this may look good on paper, it can feel very robot-like for your targeted audience.
Picture this – you worked all day and night on your remarkable marketing campaign, and the moment your email goes out, your dearest recipients decide to not only mark it as spam, but even unsubscribe to your mailing list.
Unfortunately, marketers can miss their opportunity of having their campaigns appreciated due to frequent emails that can make the targeted audience feel bombarded and irritated.
In an attempt to avoid this, company marketers should keep in mind of the saying quality over quantity. It is not always necessary to automate sending 100 emails every day to stay relevant. Targeted engagement rates can even increase as a result of exceptional email marketing and decreased automation flows. The best way to gauge your email automation strategy is to carefully assess recipient engagement metrics, such as click-through rates.
3. Not Testing
Marketing in general involves a great variety of targeting and segmentation. With email marketing automation, it is crucial that the most relevant marketing campaigns are being directed to the right audience.
It is fundamental to consistently test a company’s customer database to ensure a marketer is achieving the most optimum results. All one’s efforts can be royally wasted for not testing.
In preparation for optimum testing, data analysis is key. Strategically testing a campaign requires scrutiny. There are many variables that can be analyzed in a single campaign, however, for meticulous testing, focusing on one variable at a time will result in the most accurate analysis.
Variables that can be strategically tested include assessing the catchiness of email subject lines, how irresistible are the social media Call-To-Actions (CTA’s) are, or even the marketing campaign design overall. To exemplify, sending a marketing email with two similar, yet distinct, subject lines to see which subject gains better click-through rates.
A popular method of testing email marketing tools is A/B testing. This suggests that two varying versions of a single marketing campaign can be sent out in order to evaluate the effectiveness of the distinct components such as the sender address, email subject line, or CTA. This allows a marketer to have a better understanding of the reasoning behind why one email marketing campaign might have performed better than the other.
Overall, Email Marketing Automation can certainly boost a company’s performance if conducted properly. It is a technology that has enhanced the implementation of online marketing campaigns and allow for customer data collection and analysis across various business industries worldwide. The deeper one may get into the email marketing automation workflow, the tendency for mistakes can be inevitable. However, by remaining strategic, and avoiding the aforementioned common mistakes, an email marketing campaign can successfully turn lucrative.
To conclude, email marketing automation that are too general, and not personalized is best avoided if you would like to retain your audience’s attention. An email sent to the targeted clients serve as an organization’s voice and should be as relevant as possible to increase engagement rates. Secondly, the frequency of email marketing automation should also be kept in mind, as too many emails can potentially be seen as spam and trigger the targeted audience to unsubscribe to a mailing list. Lastly, it is vital to test a marketing campaign to best understand the variables that attribute to its success or failure.
Just because an email marketing campaign is now automated, it does not mean it should lose its human touch. Keep the emails interesting, avoid the common mistakes, and your campaigns will surely conquer accordingly.