In 2020 , more than 306 billion emails were sent worldwide. At first glance, this may seem like a lot, but if we consider that there are more than 7.7 billion of us, that leaves us with an average of 40 emails per person in an entire year . Does that sound more crible now? In my case, without having to look at my inbox, I can assure you that I (very) far exce that figure.
And if we talk about emails sent, everything must be said as well.
Among those more than 300 billion emails we can find all kinds of emails, but this time we are going to focus on commercial mailings . Specifically, those that do not end up working as they should. We are going to analyze what are the common email marketing errors and how they can be avoid.
1. The database is of poor quality
As incrible as it may seem, databases are still being purchas in 2021. Have you receiv commercial emails from brands you’ve never heard of in the last few days? Probably, but when we talk about poor quality databases, we’re not just talking about the GDPR and the legal point of view .
The first question you should ask yourself is whether your database has the information you ne . What are we talking about?
Explicit data . The information that a contact consciously provides when filling out a form: name, surname, email, etc.
Implicit data . Information that you can extract or infer bas on the type of materials that have been download, what pages have been visit on your website, what emails have been click on, etc.
If your database is limit to a name and email, you should consider how to get the information you ne. For example, tailor your forms to the type of data you’d like to collect . Is your brand looking for B2B customers and is the size of the company a critical factor for you? You can incorporate a field into your forms that asks for the number of employees at the company they work for. Does the province, country, or sector affect your sales process? Find a way to collect that information.
Just because you’ve got a database with permission and relevant information isn’t a guarantee that you’re doing things right, either. Consider how up-to-date that information is, too . If your contacts are from a trade show or a campaign six years ago, it’s likely out of date. Even well-craft databases decline by an average of 22.5% each year . If you haven’t work on that list since then, your open rate will likely suffer, and your bounce and unsubscribe rates will likely skyrocket.
Hence the importance of periodically cleaning scotland email list 13234 contact leads your databases . Has a contact not open your last eight emails? Why do you keep sending them emails? Every so often you should run reactivation campaigns or remove users from your database who are not engag.
2. There is no adequate planning
Improvisation is not a good advisor in email 15 best landing page metrics for digital marketers marketing and, in general, in any digital marketing strategy. What specific aleart news objective do you want to achieve with your emails? What action or actions should they trigger? We already know that 99% of brands are going to respond “to hire my services” or “to buy my products”, but not all emails necessarily have to focus directly on the sale.
If you only think about the value your company will get from that email, why would anyone want to open and read your emails? Shift your focus and also concentrate on how you can provide value to your recipients at each level of your email marketing campaigns.