Many people believe that email marketing no longer exists and has been replaced by influential social media marketing. If you are those who think the same, then we take immense pleasure to enlighten you that email marketing offers the highest ROI than any other marketing channel. For every dollar spent on an email marketing campaign, a company can expect an average return of $32.
Email and SMS marketing are the only channels by which the promotional messages and announcements land directly into the customers’ inboxes. A person may or may not read a post published on social media; however, reading an email or message has a higher probability. The average open rate of an email is 16.97%; whereas, its click-through rate is 10.29%.
In the chaotic feed of social media, a business might fail to capture the attention of its audience. On the other hand, sending an email to the customer will make him click the email, read its contents, and take action.
If you have not incorporated email marketing as a part of your marketing campaign, you are doing a disservice to your business and missing out on many benefits. However, if you are using the email approach to market your brand and struggling to cultivate the desired results, in that case, it is probably because of the errors you might be making in your email marketing campaign.
But…the good news is, we are here to help you identify the mistakes in your email marketing campaign and suggest ways to rectify them. By learning about the errors and adopting the best email marketing practices, you can unleash the power of your email marketing campaign to increase website traffic and boost online sales.
10 Common B2B Email Marketing Mistakes To Avoid In 2021
1. Failure To Send Welcome Emails
A person just subscribed to your newsletter. Hooray!
Now what? Will you celebrate the addition of the subscriber to your list or take action to make that person purchase something from your website?
The majority of marketers make the mistake of not welcoming their subscribers once they have signed up for the newsletter. They wait to send an email to the new subscriber when they are holding a sale, offering deals, etc.
A person subscribes to the mailing list if he is interested in your brand or products. Sending him a welcome email right after he subscribes to the newsletter will help him remember the business and the products that interested him.
Sending him an email after a few days or weeks will not produce a quick or positive response from his side, and the email might end up in the trash if he has forgotten about your brand.
Therefore, ensure to strike when the iron is hot. Welcome emails have the highest open rate of any other category of email. Make your place in the prospect’s inbox right after he signs up. Entice him with exclusive offers or discounts to convert him into a customer.
2. Forgetting To Add A Clear CTA
Companies do not send emails to their subscribers just to send them casual hello, Good Morning, or Have a nice day message. The purpose of sending emails to the subscribers and prospects is to promote the brand and products, increase traffic on the website, or invite the subscribers to visit the blog page or business’s social profiles.
Whatever response you want to generate from the recipients, ensure to add a clear and compelling CTA for it. If you do not add a CTA in your B2B email marketing, don’t expect your customers to be kind enough to open the browser and log into your website or social media accounts to take the action you desire. By adding proper CTAs, you make it easier for your customers to visit your blog page, products page, or social media accounts.
Ideally, every email should have one clear CTA. Do not overwhelm your customer by adding numerous CTAs. It will make the email lose its effectiveness. Moreover, multiple CTAs in a single email will confuse the recipient and not generate the desired response.
3. Bombarding The Subscribers’ Inbox
Thousands of brands on different channels target people. Either it’s printed media or electronic, a person comes across many promotional content and campaigns. If you target your subscribers by sending numerous emails without delivering any value, your subscribers will unsubscribe from your list.
Never, we repeat, never send too many emails to your customers. Sending numerous emails is the primary reason why people unsubscribe from the mailing list.
Do not make your prospects annoyed by dumping your emails in their inboxes. Your emails should make the subscribers happy and excited instead of annoyed and irritated. Stick to what you promised your subscribers. If you agreed to send two emails each week, don’t go back on your words, or else your subscriber will unsubscribe from the newsletter.
4. Not Segmenting The Email List
If you are creating one email and sending it to your entire database, STOP right now!
Sending one type of email to the entire list is one of the most common and detrimental B2B email marketing mistakes. If you have a broad customer base with people of different age groups, genders, or interests, creating one email for all the subscribers will not target all of them.
For instance, if you announce a sale for women’s apparel in your emails, it will be useless and irrelevant for the male members of your email list. In a survey, 500 people were interviewed, where 14.5% of people stated they unsubscribe from the newsletter that sends irrelevant content.
For making your email campaigns effective, segment your subscribers into different groups according to their genders, ages, location, interests and needs, and buying patterns.
It will help you create highly targeted content for each group and generate the desired response.
5. Delaying Campaigns
Many small startups mostly make this mistake which renders their email marketing campaign a failure. Many marketers set a target for gaining a certain number of subscribers before they begin their email marketing campaign. This approach will not only delay the campaign, but the people who have subscribed to the list will also unsubscribe if they do not hear anything from the business.
Do not wait to reach a certain number to launch your marketing campaign; send the emails to your existing subscribers and keep working to increase your mailing list.
Welcome the new subscribers and send the other promotional content to your existing prospects.
6. Poor Subjects Lines
You have succeeded in acquiring your customers’ email addresses, segmented your email list, and created a highly targeted message, but what makes you think that your customer will actually open the email and read it?
The subject lines help the business compel their recipients to open the email and read its content.
If you fail to come up with convincing and relevant subject lines, all your efforts from getting the customers’ emails to sending out emails will go in vain.
Therefore, a clear and promising subject line will increase the probability of the email being opened by the recipients.
Your subject lines should have the following characteristics:
- Subject lines should inform the customers about the contents of the email. Do not bluff the customer by promising them something which the email doesn’t provide.
- Keep them short, clear, and relevant.
- Refrain from using complicated vocabulary or terms.
- Do not use all CAPS letters when writing the subject lines. Uppercase letters are equivalent to screaming on the internet.
- Keep a professional and courteous tone.
7. Forgetting About Mobile Users
Gone are those days when people used their personal computers to access their emails. Smartphones have enabled users to check their emails on their phones just by a single tap on the screens.
More than 55% of mobile users read and respond to emails on their mobile devices. For that reason, the marketers must consider the mobile users while designing and sending the email to the list.
If the emails are not optimized for mobile devices, it will be difficult for the users to read and understand the email message. Moreover, scrolling the screens to and fro, zooming in and out will annoy the user, and he will not bother to read the email and discard it.
Always check your emails to ensure that they are mobile-friendly. Besides, refrain from sending long blocks of text. What appears as two or three lines on the desktop devices can take a considerable smartphone’s screen space.
8. Sending Unprofessional Messages
Sending emails to the customers shouldn’t be an impulse action. You must invest proper time to plan, design, and send the email to your subscribers. Do not be hasty to type the emails without appropriate planning and sending them to your entire lists.
Come up with an exciting idea to send an email to your customers. Plan the contents, subject lines, CTAs, and the graphical content you will attach to the email.
Once you have designed the email, ensure to read it numerous times to rectify all the typing and grammatical errors in your email. Sending out an email to the customers filled up with spelling, grammatical, or formatting errors will leave a negative impression of the company on the recipients.
Moreover, do not forget about your images. If you are attaching the pictures to the email taken from Shutterstock, or other free sources, the chances are your recipients might have seen them on the internet. Try to use your own images sparingly in the emails to make them attractive and unique.
9. Leaving Out Important Links
Add the following links to make your email look professional and not shady:
i) Social Media Links
Social media marketing has become a must for businesses to survive in the cutthroat online market. To increase your followers on social networking sites, attach the handles of your social accounts on the emails that you send out to your recipients.
Let your subscribers know that you are also available on networking sites and post unique content and engage with your audience.
ii) Unsubscribe Links
To make your emails look professional and avoid frustrating your subscribers, always attach an unsubscribe link to let your recipients exit your mailing list anytime they want.
Adding the unsubscribe link will make your email appear as a professional one and not a scam or phishing attack email.
10. Encourage Newsletter Sign-ups
You can plan, design, and send out promotional emails, only when you have the email addresses of your website’s visitors.
Hence, make sure that the option of subscribing to your newsletter is strategically placed on your webpage to grab the attention of the users and make them sign up. Setting the sign-up form in some hidden corner of the page will go unnoticed by the visitors, and they will never be able to provide you with their email addresses.
Following are some excellent locations to place the email sign-up forms:
- Under the blog posts
- A popup when visitors lands on the website or exits it
- Slide-out boxes
- Floating bars
It has become quite difficult in the fast-paced world to survive in the market and target the prospects to convert them into customers. In such a scenario, a business should grab all the opportunities to market its brand and capture the targeted audience’s attention.
Email marketing is a powerful tool to connect with your prospects and design messages to target them effectively. To derive excellent results from your email marketing campaigns, eradicate all the B2B email marketing mistakes mentioned above and implement the best email marketing practices.
What are some other B2B email marketing mistakes you know of? Enlighten us in the comments below.