9 Reasons Small Businesses Fail at Email Marketing

Everyone makes mistakes and as small business owners the process of trial and error is essential figuring out what works for your Brand and what doesn’t. Business’ don’t simply fail because if a few mistakes, but the inability to correct them and provide a solution; some of the biggest mistakes happen during the marketing process.


Common Mistakes within Email Marketing

With so many avenues of online marketing today, Email Marketing is still the leading generator of sales and conversion; however, some small businesses aren’t getting the results they’d hoped. That’s because in their haste to implement email marketing they have made some common, but harmful mistakes. Let’s find out which mistakes are harming your Email marketing campaigns.

1. Are You Creating A List?

This may be obvious but, how can you succeed at something you don’t have? One of the main mistakes small businesses make is not accumulating an email listing early on and the latter result is attempting to backtrack and collect subscribers. This could be resolved easily with an opt in on their websites landing page. If this is you, it’s time to correct this mistake immediately.

2. Generating an Email List You Don’t Use

The second biggest mistake small businesses make is generating a list of email subscribers and not taking advantage of these leads. This is just as harmful as not having a list altogether as subscribers come to expect something in return for their email and you fail to follow through. When you don’t engage your list they forget that you exist.

For those who say they just don’t have the time, then you don’t truly understand the power of your list. You could double your marketing results if you would put the same amount or even half the amount of effort into engaging your list as you do other marketing methods. Try taking advantage of Email Service providers that streamline the subscription process and allow for preset templates to new leads and established consumers.

3. No Incentive to Generate Leads

When you go fishing, one of the main things you need if you want to catch fish is the bait. The same things go for leads. Simply providing valuable email content is not enough to run a successful email marketing campaign, you must also provide incentive. To attract those leads there has to be some kind of offer, freebie, or discount that makes them want to become a part of your community.

4. Buying Subscribers

Some small business attempt to cut corners when comes to building a list of active email subscribers by buying established email listings of other relevant businesses; not only is this considered a lazy marketing effort. It can also be considered a waste of time. The people on this list have no idea who you are and, the truth is, you have no idea if they are even interested in what you are offering. Those same dollars could have been spent on ads that will put you in front of people who are really your target market.

5. Not Verifying New Subscribers

This extra step is so important! It helps you make sure that the email a person registered with is actually one they are going to check. Many people use old emails to register for list so they are able to get the offer without having to receive your follow up email.

6. Not following the rules

When implementing an email marketing campaign, there are several rules you must abide by in order not to be labeled as a spammer.

For example, you need to have your address in the email along with an unsubscribe link. It is important to remind subscribers where you got their email address from and when sending the emails, you also need to send both an HTML and text only version.

7. Go Pro

One of the biggest mistakes made is not using vendors to send your emails. I understand that as a business, there are times when you need to save money, but this is not one of them. A pro service will help you to:

  • Reach the people’s inbox
  • Consistently track how effective your efforts are.

8. Not Testing Email Marketing Campaigns

Just like with anything in business, you should always have a testing system. With email marketing, A/B Testing lets you track certain aspects of your campaigns to see what opt-ins were most successful. Some examples of things to test would be:

  • Sending time – What time/date does your community open emails the most
  • Where you have your sign-up box – Which sign-up position attracts the most subscribers
  • Email format – Do plain emails perform better than emails with more text, headings, images etc.
  • Call to Action Subject Lines – Which subject lines grab your subscriber’s attention
  • Use of images – Does your subscribers like to get straight to the information or do they like the pictures

9. Not Making It to the Contacts List

Another really simple mistake is not asking your subscribers to add you to their contact list. To save account holders time, Email Services may open and review recipients emails such as Gmail who categorizes by priority, social, and promotional; however, based on poor formatting or too much sales content, it could be automatically labeled spam. The result is never making it to the inbox in future marketing campaigns.

Benefits of Email Marketing for Small Business

Today, marketing techniques such as email campaigns are vital to the growth and success of any business. They are the most cost efficient method of community building and sales generation. By avoiding these common mistakes, your small business can benefit from these campaigns. Start collecting a viable subscribers list, test different formats, provide great incentives and watch your list grow.

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