10 Common Email Mistakes
Are you making any of these 10 common email marketing mistakes? Any of which can cut your income dramatically…
1. No Empathy
Use stories to let them know you understand and care about their situation. You’re not just a guru above them, but you’ve also been there. You put your pants on one leg at a time. In addition, those same stories allow you to share emotions while holding their interest.
Take an aura of authority. You are an expert at something. Act like it. Look through your email to see if you’re being wimpy in your suggestions instead of directing your readers to the best actions.
No emotion. No excitement. Or possibly you go all the way the opposite direction with exclamation points everywhere. Instead of being a robot, be a real person. This means you share anger at times, sadness, etc. Some of my BEST emails have been written when I was angry at something. Let your emotions shine through on your emails to build relationships with your readers.
4. Paragraphs Too Long
Keep your paragraphs short and inviting to read. I look for 5 lines or less on the paragraphs, often shorter. In many cases you want to have ONE sentence or one line paragraphs to keep the reading very simple to go through. The moment someone sees a paragraph with 10 lines it looks difficult to read.
5. Links Too Late
I’ve tested and found the same link multiple times improves clickthroughs. Get one of those links above the fold in the first screen for maximum response. On the same note, you’ll find the first link in an email almost always outpulls any other links when you test (that’s an almost always – not 100% of the time).
6. From Address
Many people look at the from address BEFORE the subject line. Make sure you’re using a real person’s name instead of a company name. This also shows just how important your reputation is to your readers. They’re looking for publishers who give them content and value…and not just a load of sales pitches.
Part of the value of using personal life stories is to develop a friendship with your readers. The last thing you want to be seen as is just another salesperson trying to sell the product launch of the day. This doesn’t mean you can’t sell or participate in product launches. It just means you need to be different and more personable than the routine email they’re receiving.
8. No Multimedia
This isn’t required and you don’t want to do it on every email. There should be emails though where you use additional relationship tools such as LINKING to audio and video presentations. You’re going to find you can take relationship building to a whole different level when you add in video presentations along with the your normal emails (note I’m suggesting you link to the video instead of putting it in the email).
Even delivering just content, content, content can get boring. Use some humor. Be entertaining. Act exciting. There is an old saying in business that your clients will forgive you of almost anything except being boring! Then they’ll just ignore you.
Be consistent in your follow-up. Don’t send one message this month and 8 the next month. Be someone they can rely on whether that’s sending an email every work day or only once every two weeks. Your subscribers should know they can count on you to deliver good quality info on some type of regular schedule.Related Entries:
- The Unforgiveable Business Sin
- 21 Ways to Add More Subscribers
- Fonzie and the Email Maniac
- The Money Is Not In Your List
- Integrity Marketing is About Loving Your Clients