#1: Not sending welcome e-mails
Congrats! You have a new subscriber! It shows that someone is interested in your products and services. However, if they don’t receive any welcome e-mails from you, you ought to improve your subscribers management tactics.
It matters that they heard from you because it confirms their their submission was successful. Most importantly, it helps that you appreciate their patronage and support because let’s face it, for any businesses, you need customers more than they need you.
#2: Sending too many e-mails
How much is too much? When you are becoming close to the point being too obsessed with your customers, they will eventually drop you like a bad habit.
It is reported that 69% of people unsubscribe due to the high number of e-mails received in their inboxes. Brands should create an approachable image, but obsession with making your marketing activities known can do the exact opposite.
It comes down to quality over quantity. Communicate with your customers when you have really good and important to them. If you only offer 10% discount for Black Friday Sale, and your competitors are stepping up their games with Azure training, do you think your promotion warrants e-mail marketing campaign – really?
#3: Not optimizing e-mail to be mobile-friendly
These insights matter for digital marketers to understand why mobile-friendly e-mails are important:
- Mobile is responsible for at least 50% of e-mail open rates.
- Mobile users check their smartphones three times more compared to desktop users.
It is a mistake to consider people only open their e-mails on desktops because smartphones provide greater ease of use and convenience. Digital marketers should take advantage on this and e-mails as mobile-friendly as possible.
Avoid long subject lines and excessive block of text. Please also bear in mind to avoid excessive use of images. If the mobile app blocks images, you are out of luck.
#4; Not segmenting subscribers
Arguably, the most important aspect in managing subscriber list – segmentation. Some subscribers may only want to receive sales and promotions, while others may only be interested in newsletters alone.
Digital marketers need to understand their preferences and execute the right strategies to keep subscribers interested. Sending out the right e-mail to the right receiver is the best segmentation one can accomplish. This is to cater your newsletters to their interests, while simultaneously, avoiding the brand from becoming irrelevant and Azure certification.
Digital marketers can opt to segment the subscribers list based on some factors below:
- Browsing behavior
- Previous purchases
Knowing What Not To Do Matters
Successful e-mail marketing takes time to nurture, and subscribers are invaluable to make or break sales and marketing campaigns. When it is executed correctly, e-mail marketing can act a supplementary channel to reinforce digital and traditional marketing of an organization.