The reality, though, is that many email campaigns fail.
I know that because more of my marketing communications business is coming from those totally frustrated because their email had no reach. Few click-opens. No conversions.
What went so wrong? Here are the 8 common mistakes.
Wrong target market. The Google-Local SEO expert for small business tries to connect to major D.C. public affairs firms. What was he thinking.
Targets too narrowly identified. An advocacy strategist restricted mailings to public relations firms. However, in his state are heavily regulated industries which probably would at least click open the email blast.
Subject line not relating to recipients' top-of-mind needs, in catchy way. One business posted generically, as in "High-quality, Affordable Xs." The Xs were not the solution to a pressing problem.
Since the subject line is critical, A/B testing has to be done. After that, there has to be constant monitoring to detect any downward trajectory. Also, beware of changing prematurely a subject head that is effective.
Focus on the "I," not the "You." The email blast is never about the company pitching. It has to be all about what recipients need and want. Product/service features have to be described just that way.
Recently, I reviewed the text of an email which had about eight sentences which began with "I."
Keep it brief. There are no absolutes how brief. But remember this is copywriting. Each word in each sentence must be there for a reason. And that reason is to persuade the recipient to take a specific action (Call To Action). Yes, you should agonize over the language. Pretend you are Don Draper from "Mad Men," not a hand-wringing owner of a company providing China tours.
Have one graphic. It could be a photo, infographic, chart of the history of equities or word cloud. Less is more. Even if you're a travel agent, multiple photos can distract from the text. That text should be leading to the Call To Action.
Make the Call To Action clear. Lawyers need recipients to contact them by phone or email for a complimentary consultation. That's the mandate they must hammer. It should be framed in any kind of emotion: hope, fear, greed, yearning for justice.
Don't be a one-trick pony. Most businesses need more than just email. If you're a travel agent, you should also be on all the social networks, with lots of photos. You can be live-tweeting, with photos and videos, the running of the bulls. And there is the option of pay-per-click.
Contact Jane Genova for complimentary consultation for your advocacy/marketing communications (firstname.lastname@example.org).