Email marketing is one of the most exceptional ways of driving traffic and boosting sales. For every $1 spent on email campaigns, you can expect an average return of $42. However, poorly designed emails damage the brand reputations and send pitches straight to the spam folder.

Newbies and sometimes seasoned marketers commit common faux pas while deploying emails. For those of you who are grappling with email strategy, this article can be of great help to your business.

We have highlighted five common pitfalls one needs to avoid to turn email marketing into a gold mine.

1. Not Segmenting the Subscribers

Don’t make the blunder of sending mass emails, unless of course, it’s a routine update appropriate for all users. Building a massive email list or constantly spending on email appending is not enough; you have to segment the data on parameters like geographic location, gender, past purchases, income, and so on.

When you segment your email marketing database, it will increase your marketing revenues and also a large number of your email marketing metrics, according to the eMarketer research report.

Newbies and sometimes seasoned marketers commit common faux pas while deploying emails. For those of you who are grappling with email strategy, this article can be of great help to your business.

We have highlighted five common pitfalls one needs to avoid to turn email marketing into a gold mine.

2. Not Welcoming a New Subscriber

Is the size of your subscriber list increasing? That’s a piece of great news. But do you welcome them as soon as they sign up for your newsletter or weekly magazine? If not, then you’re making a big mistake.

Welcome emails must be triggered immediately following a sign-up. That’s because it has the highest open rates compared to others. According to invesp, the average open rate for a welcome email is 50%, making it 86% more effective than other email types.

Doesn’t this make sense? Think about it if you have planned not to contact the new subscribers until you send your next newsletter or gift coupon.

3. Not Using the Call-To-Actions

Merely sending a “hello” or “just checking in” message to your potential customers doesn’t add any value to their life. Your emails need to include a clear CTA that drives your goal home.

On the flip side, instead of neglecting to include a CTA altogether, some marketers go overboard and have four to five links in the same message. Adding all of them to one message will make your readers overwhelmed, which ends hurting your conversion rate.

A case study by Ellie Mirman, the VP of Marketing at Toast, proved that using a single call to action increased clicks by 371% and sales by 1617%.

4. Not Sending the Professional Messages

Emails should not be sent in a matter of minutes. Similar to publishing a blog or executing other B2B marketing strategies, you need to plan your email campaigns too. Once planned, create an outline, write a compelling copy, check it through some editing software, and then proofread it before hitting the send button.

The presence of slang, spelling errors, and improper formatting will reflect your business poorly.

“Nobody cares to click on a CTA if the message is filled with typos and grammatical errors.”

5. Not Considering the Mobile Users

Almost all Americans own cell phones, wherein 75% use them often to check email

Failing to tailor your email campaigns to load correctly in mobile devices results in lost customers and revenue. So, don’t forget to use a mobile-first approach while creating your email campaigns.

Also, invest time in testing email campaigns across various devices to eliminate quality and load time concerns. Once your message is technically mobile-friendly, there are other things you should keep track of.

• Avoid long blocks of text
• Keep your email less than 600 pixels wide
• Don’t rely too heavily on images
• Avoid menu bars completely.

Over to you

Email marketing is still effective and robust. However, some do it wrong and fail to realize the desired outcome. I hope this guide was useful in determining the common mistakes you make while executing email campaigns. By avoiding these errors, you can target the audience far more effectively than other marketing approaches.