Six Common Mistakes Made by Email Marketers
- By Jim Janowiak
- Published 09/22/2008
- Email Marketing Tips
There are lots of mistakes made by beginning email marketers. When your email messages are not well thought out, you will not get the responses you want. If you're not getting the responses you want, you are losing money and wasting time. Not only are you losing time and money, but your list recipients will start to recognize your poor quality. Once that happens, it is very difficult to regain their interest and curiosity.
Most of the mistakes can be broken down into one of the following general categories.
1.Over Use of Personalization. All auto responders allow you to personalize your email. This is a great feature if it's used correctly. The problem is that with many emails the creator believes more is always better. Only use the personalized information when necessary. If I get an email with my name in it several times it makes me feel creepy. There are times you won't use personalization at all. Just think how you would have a normal conversation with a friend.
2.Over Use of Power Words. You probably know that you can't scream at your prospects with capital bold letters and exclamation points. Well, you also can't use power words either. Here are two examples. "If I don't tell you about this I will EXPLODE". "This is the GREATEST THING I have ever seen". This type of thing just doesn't work today.
3.Too Formal. Writing for the internet should be just like you are talking. Write as if you are talking to your friends in a bar or other comfortable social gathering. Throw out most of what you learned in English class. Even punctuation is not important. Save the formal writing for your doctorate thesis. Correct spelling is important because you do want to look professional and literate.
4. Two or More Offers. One offer, one email. Don't send an email and have several offers included. You will confuse and distract the prospect. They might not know what to do by the time they get to your call to action or close. Focus their thinking on just one offer. Stay on point and then ask them to click on the benefit they will receive.
5.No Clear Call to Action. Every email must tell the prospect what action to take. Don't hesitate to ask them to buy your offer or click the link. If you don't tell them to take an action they probably won't. So many emails beat around the bush. Get to the point and tell them what to do. If you don't you are wasting their time and yours.
6.Talking About Yourself Too Much. Your prospects don't care about you or your problems or glories. They want to know what you are going to do for them. What benefit you are going to give them. Your emails are not the time for long chats. Use your stories for squeeze pages, websites or eBooks when the prospect will give you more time. This is an email and everybody gets lots of them everyday.
These are the main blatant mistakes. Lots of other mistakes can be categorized into one of these six. Go back and make notes for yourself. By avoiding these common mistakes you'll get a lot better response from your email campaigns.