3 Major Email Marketing Mistakes (and How to Avoid Them!)

by Allen Voivod

email-marketing-mistakes-aha-tribeIn the “A-Ha!” Tribe, February is the month for Email Marketing Mastery, and the first of two private webinars for Tribe members is “Email Marketing Reloaded: The Top 9 Mistakes People Make With Their Email Marketing – And, of Course, How to Fix, Avoid, and Stop Making Those Mistakes Anymore!”

We ran this one countdown style, and to give you a taste of the Tribe, I’m going to share #9, #8, and #7 with you here.

#9: Ignoring Transactional Emails

What’s a transactional email, you ask? It’s any email triggered by someone action. Order confirmation emails (triggered by order placement, welcome emails to subscribers (triggered by email sign up), notifications of comments (triggered by, well, making a comment!) – these are all examples of transactional emails.

Many folks fail to pay attention to these emails, and thus send out missives like this:

Dear Allen Voivod,

Thank you for purchasing [Thing] version 1.21.25.

The product license number is: ########

The product download links are:

Macintosh Universal Binary (required for 10.6, 10.7, 10.8 and 10.9): [link]

Macintosh PowerPC only: [link]

Windows: [link]

Windows x64: [link]

Please note: the links are only valid for 7 days. If you require another link, please contact support@company.com quoting the order reference number.

Dry as a bone, right? No personality, no emotion, no brand connection. It’s also an opportunity to solicit testimonials and promote cross-sells, just to give you two other ideas. These are set-it-and-forget-it things. Make a list of all your transactional emails, and you practically never have to worry about it again. Meanwhile, those emails go to work for you, not against you, on a daily basis.

#8: No Autoresponders

If people sign up to receive email from you, do you just leave them hanging?

According a Marketing Land review of MarketingSherpa data, about 3 out of 4 online businesses are not taking advantage of the opportunity to attract more email subscribers with a series of automated, value-packed emails.

Autoresponders aren’t just for lead generation, either. They can also be used to drive a sales process, automate support follow-ups, prepare attendees for events, or segment an audience.

Check with your email service provider and find out what kind of autoresponder options are available to you. Major services like Constant Contact, MailChimp, and Aweber all offer them as part of their subscription packages, and larger systems like Infusionsoft and Ontraport bundle them as part of a larger package of services.

#7: Not Including Social Sharing Options

We’ve heard the argument before, and it sounds something like this: “If I’m trying to get people to subscribe to my email by offering exclusive content, why would I want that email to be shared on social media?”

Here’s the answer: Because sharing your emails via social channels encourages faster list growth (14.4% growth versus 8.9%), correlates with a larger average list size (53% larger!), and results in higher clickthrough rates on your emails (5.7% greater). (Stats via Constant Contact.)

Don’t worry about who’s seeing your email content on social. If you must, change your language from “exclusive” to “sneak peek” or “first look,” but whatever you do, let the people who want to share your best work with the world do it with ease.

We go deeper into these topics, as well as Mistakes #1-6, in the “A-Ha!” Tribe. All webinars are available for you on-demand, along with Expert Interviews and an active international Facebook mastermind group. Learn more about the #AhaTribe and join today!

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