Everyone says they’re doing email marketing but are they really? Sending out a few emails when you feel like it is not the same as having an email campaign. I get great email blasts from my friends, and then they disappear. I’ve even called and asked several what happened to them, and they say they got tired of sending them! One friend said her customers liked her message, but it was too much work.
Here are 7 mistakes that will make you look lame and actually hurt you.
- Not segmenting your customer lists. Basically, “one size fits all” when it comes to the message can be a problem. A customer who bought recently is not the same as one who bought five years ago. Each should get a message, but it should be different. Of course, the one who just bought should be thanked and the other should receive an incentive to come back to the store. This is not good customer service.
- Are you disregarding the customer hasn’t bought? Are you collecting their email? Getting their information is critical to staying in touch. If they are really interested, the right message will send them back into your store.
- Do you start a campaign and then stop? If you’re’ going to do a campaign, you should do it for at least a year. You want your potential customer to look forward to your messages. The messages should be interesting and fun, not filled with advertisements.
- Not using a service to send out your emails. Your email service is not set up to handle over 50 emails. Not only that, because of the sophisticated servers, you’re likely to be cut off from potential customers, particularly if you don’t have an “opt out” section.
- Do you send out emails without a goal in mind? What is worse than getting emails that don’t seem to have a reason or links to your web site or social media? The reason for an email campaign is to keep in touch with your customers, or potential customers, and provide value.
- Do you only send emails when you have an offer? If this is when you send them, those responding will need something. The others will probably consider you a nuisance and go away. The idea is to send an assortment of messages so everyone will remain interested.
- Do you send out emails without a long-term plan? It’s called “email marketing” because it’s a marketing plan. You want to have a plan that makes sense to you and the customer. If you don’t you may be doing more harm than good.
As my mom, used to say, you only have one reputation. Take care of it.
Lisbeth Calandrino has been helping businesses build sales and marketing strategies for over twenty years. For more information on email marketing, go to http://followyourcustomer.com/ and sign up for a webinar on customized email marketing. Lcalandrino@nycap.rr.com.