Why do companies engage in email marketing? Easy. Email marketing is the digital marketing channel with the highest ROI, and it’s not close. While email marketing does work, you still need to know what you are doing to be successful. In their article “ 17 Reason You’re an Email Marketing Rookie,” SparkPost covers 17 misunderstandings and myths of email marketing and why you should avoid them. This is an excellent read, here are a few of the highlights I pulled out.
1. Everyone wants to hear from us. No really, everyone!
I’m sorry to tell you this, but not everyone wants to hear your marketing message. The shotgun approach of sending your message to every possible recipient is not only costly but ineffective. It can also lead to your emails being marked as spam, and that hurts your future ability to market via email. Targeting the right customer profile is critical to a successful email campaign.
3. Responsive design? What’s that?
Responsive design means that your email is dynamic in its ability to adjust the content to fit the size of the screen it’s viewed on. Without a responsive design, email creatives can look distorted or too small on mobile. The email becomes difficult to view and distracts from your marketing message. If your email creative doesn’t use responsive design, then it won’t look good on all devices. If it doesn’t look good and the design gets in the way of your message, then your campaign will not be effective. Contact our creative team at ANS for help on making your email creatives responsive.
10. Segmentation? We use a segment of one: everyone gets every email.
No. Stop. Again, you need to target your message to the right customer profile. Different products and services appeal to different demographics. Know your customer first, then tailor specific marketing messages to each of the specifics segments of your database. If you need assistance building a customer profile, ANS can help.
Are you engaging in email marketing? ANS has put together a simple ebook for maximizing email deliverability based on extensive research and years of experience in the field. This ebook is available as a free download, click below to download it now.
This article review was written by David Brian Fiso, Digital Marketing Manager at American Name Services.