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Are You Making These Email Marketing Mistakes?

July 13, 2011

For all the attention being paid to social media these days, you might think email isn’t worth pursuing as a marketing strategy. But a recent study by found that nearly 2 in 3 marketers (64%) plan on increasing their email marketing effortsin the near future. 

Email has proven time and again to be an effective way to nurture leads and generate sales from new and existing customers.  However, the success of your email marketing program depends on your ability to avoid making these common mistakes:  

1. Not having permission – Cold-calling over the telephone may be an effective sales strategy, but it’s less likely to be effective via email. Most of our email inboxes are filled with spam, so if you haven’t received permission from your prospect to send them email, it’s very likely your message will end up in their spam folder, or simply be deleted.  

2. Infrequent, inconsistent contact – Your email marketing campaign will be more successful when you set up a regular schedule of mailings. If your prospects and customers receive quality information from you in a timely manner, they will be more inclined to do business with you. If you don’t stay in touch with a prospect who has given you permission to contact them, they may not remember who you are when you finally do get in touch – greatly hurting your chances of making a sale.  

3. Sending with a personal reply-to address – If you use your Gmail or other personal email account, it’s not only unprofessional, but very likely that your message will be treated as spam. Make sure you use a company domain as the return address.  

4. Not testing your messages – Before you send a newsletter or other email marketing message to your prospects, send a test message to yourself or another staff member first to check for typographical errors.  

5. No “call to action” – A good sales person knows that if they don’t ASK for the sale, they won’t MAKE the sale. So, include a call to action in your emails – whether it’s asking a prospect to download a report, visit your website or “like” your Facebook page – just get them to DO something. By tracking those clicks with analytical software, you’ll be able to know how interested they are in your content.  That information enables you to tailor your future content and ultimately, make the sale. 

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