6 mistakes you're making with e-marketing...
1. And now for my manifesto...
Email marketing is a great tool for keeping your customers interested in your brand, but be careful not to overload your emails. Tease content or information that can be found on your app/blog/website, avoid long blocks of text and encourage people to click through to visit content outside of the newsletter. No one wants to read a whole blog post in their email.
2. Fix up, look sharp
Consistent branding across all channels is vital. Use headings, images and different design elements to break up content in your newsletter and maintain a flow and energy to your message. Utilise e-marketing tools like Mailchimp to ensure that your newsletter is responsive and displays correctly on mobile and desktop alike.
3. I can't live, if living is without you
In 2015 social media and e-marketing are joined at the hip, ensure that you integrate your social media accounts into your newsletter and periodically post links to archived newsletters to show your fans what they're missing out on. You can also use your email databases to create custom audiences on Twitter and Facebook to target your engaged audience around the web and build your database.
4. Know your place
If you're a touring artist, event or multi-national business, effective segmentation based on location can help boost open rates and engagement, making your content more relevant to the right audiences. Optimise your sign up forms to capture information like country of residence, town, gender and interests in order to send targeted emails to different audience segments.
5. You have now reached your destination
For e-commerce businesses, setting up goal tracking in newsletters can provide in-depth statistics from your e-marketing campaigns and subsequent website engagement. Analyse the workflow of your website to determine where to set your destination goals and tailor your e-marketing campaign to reduce the distance needed to reach them.
6. Marketing is a relationship, don't break the trust
Using click bait in email subject lines may secure you a high open rate in the short term, but it may leave your subscribers feeling duped, lacking in trust or at worst unsubscribing. Marketing, and especially e-marketing is a relationship built on trust, and throughout your campaign you should ask whether the message you're sending is best for your customers and therefore best for you.