Email Marketing: There’s a Good Chance You’re Doing It Wrong
By Tony Delmercado
Email marketing strategies aren’t always all they’re cracked up to be, and getting them right is more important than you might realize. Digital marketing trends come and go, but email continues to prove its staying power.
Having a website, in fact, might be the only aspect of marketing more critical than email, but email’s high returns (about $44 for each dollar put toward email marketing) keep marketers increasing their budgets for campaigns.
The key is learning how to effectively integrate it with other marketing tactics.
The companies we work with that set up email marketing early often see better-than-average ecommerce conversion rates. The right strategies generate more revenue on a per-visit basis than those that don’t incorporate email ever will.
Employing reliable tactics helps avoid the kinds of blunders that the startup Honestbee saw during its recent campaign when it pretended to partner with an exotic merchant offering whale, panda and koala meat in order to raise animal rights awareness.
Readers weren’t impressed, and Honestbee faced a public outcry against the campaign even after revealing it to be fake.
Misguided tactics to avoid
Having a good idea of how your readers will respond to your messaging before you start planning an email campaign will help ensure it doesn’t meet a fate similar to Honestbee’s.
Here are a few email don’ts that will help you avoid alienating or annoying your subscribers: