Email Marketing

Four Email Mistakes That Cause Users to Unsubscribe

We know that email marketing can be a highly effective tool when used correctly. But, as many of us can attest to, there are a variety of actions that a company can take that will send you running for the “unsubscribe” button. Over at the Econsultancy Blog, they’ve identified four of the most common offenses that a brand can commit when using email to market to their users:

1. Sending too many emails

Nothing irritates users more than useless clutter in their inbox. Instead, try to do more with less. Stick to compelling content that adds value with a strong call-to-action.

2. Not respecting preferences

If you offer your subscribers a choice of what types of content they would like to receive and how often, you better respect their wishes. Otherwise you risk alienating them, or worse – you risk making them angry.

3. Lack of perceived relevance

When someone signs up for your email list they have a certain expectation as to what they’ll receive. For example, if I sign up for a department store’s email list as a male and all I receive is information about women’s clothing, I’m not going to find that information very useful.

4. Inconsistency

Your email subscribers will come to expect a certain look and feel to your communications. Make sure you keep your visual and writing style consistent from mailing to mailing, and try to always send your messages from the same email address. This type of consistency will make your audience feel more comfortable with your brand.

You can read the entire article over at Econsultancy’s Blog.

What are some other mistakes that email marketers make? For me, I don’t like signing up for what promises to be an informational resource only to be constantly sold to. What are your email pet peeves? We’d love to get your feedback in the comments below.

Optimizing Email for Mobile

A month ago we wrote a post about ways you could be utilizing email to strengthen your business. Today, I want to continue that dialogue and take the discussion a bit further. Let’s say that you’ve acted on the recommendations outlined in our post – you’ve made email a priority and have hopefully started to see some gains. But wait - did you anticipate how many readers would be opening your emails on their mobile devices? Has it affected how they respond to your call-to-action?

Econsultancy published a study that shows that 15-20% of all email is opened on a mobile device. Is your email formatted to be mobile-friendly? What about any links contained in the email? The study further finds that 41% of all European smartphone owners would either close or delete an email not optimized for mobile.

Some other key takeaways from the study:

  • Apple’s operating system appears to be the easiest for marketers to work with, as iPhone emails scored above average across all criteria.
  • The report found that brands have also successfully tackled rendering, readability and clickability on Android, but struggle across the board on Blackberry.
  • Buttons on mobile emails, as with other mobile calls to action need to be large and obvious so users can easily click on them.
  • More often than not brands linked to non-mobile optimized sites that that took a long time to load.

You can read the full study over at Econsultancy’s Blog.

Obviously email continues to be an important tool in our marketing toolbox. With the rise of mobile it is becoming more nuanced and requires extra steps in strategy, planning and execution to ensure the most impact for your business.

Have you made mobile part of your email marketing plan? What percentage of your users open email on their mobile device? We’d love to get your thoughts and feedback in the comments below.

Are You Utilizing Email to Its Full Potential?

With all the social media platforms emerging every day, it can be easy to forget about the tried and true methods of marketing that have been serving us well for years. Recently, I was reading Chris Brogan’s Blog and stumbled on his post about Email Marketing Tips. It was a great reminder for me, so I thought some of you might find it helpful too.

I’ve highlighted a few takeaways from the post that really resonated with me:

  • Your inbox is the first thing you check in the morning, after lunch and throughout the day. Why aren’t we capitalizing on that more?
  • Send emails from a real address when possible – using a “donotreply@me.com” could send the message that you don’t want a business relationship.
  • Keep email formatting simple and save the visual pop for your website.
  • Keep your message to less than 500 words.
  • End with one call to action. No more.

You can read the entire post over at Chris Brogan’s Blog.

As publishers we understand that one of your most important goals is building and retaining visitors to your web property. Utilizing email in a thoughtful and purposeful way can help strengthen your existing relationships and remind people about what’s new and exciting in your business.

How are you using email marketing today? I’d love to hear your tips and best practices that have been effective for you.

NOTE: Please remember that driving traffic directly from email requires special business model approval. If you have not been approved, the desired lead path is to migrate users from your email to your website and complete the click to eBay from your domain. This approach not only keeps things within our TOS, it also has a better chance of building a long-term supporter of your brand