Elite Email, a world leader in digital marketing tools, cautions eager business owners to beware of some of the worst email marketing mistakes they can make this holiday season.
“For most, the holidays mean spending time with family and friends, giving gifts and being merry. For business owners, especially in the consumer products or not-for-profit industries, it’s selling season. It’s a pivotal time to maximize spending and engage their customers or donors,” says Robert Burko, President of Elite Email.
Tools such as email, mobile and social media marketing, can significantly help in communicating the right message, to the right person, at the right time. These channels make it easier, and faster, to deploy customized messages – if used correctly. Without a strategy, the results can have the opposite effect, or worse yet, businesses can lose customers.
As a Canadian company that offers easy-to-use, online marketing solutions for small to medium-sized businesses worldwide, Elite Email’s management lists some of the worst holiday email marketing mistakes and how to avoid them.
- Sending a zillion emails. Over sending emails annoys your audience and causes people to unsubscribe. Don’t become spam. You’ve already got their permission to send emails, don’t ruin it
- Passing off mediocre deals like they are great. A cheap 10% off isn’t going to cut it these days, that doesn’t even cover the tax. Don’t waste your loyal customer’s time, you need to make deals special or don’t bother at all.
- Recycling promotions. Sending the exact same promotion to your customers as last year is lazy and boring, do something that is new and exciting.
- Writing a novel. There’s nothing worse than reading an email that scrolls forever (especially on your mobile phone at a busy mall). Some businesses try to say too much in one email, meanwhile nothing gets the focus. Multiple emails with more focus on individual products, to customized lists, perform much better.
- Failing to segment your mailing list. Don’t treat everyone as if they are the same. Tailor messages to their individual preferences. If you send out an email with “Baby Toys” and “Toddler Toys”, you can easily segment your mailing list based on who clicked which links. This lets you send more targeted emails to the right audience.
- Assume everyone is celebrating the same holiday. It’s important to be aware of the various holidays and dates that make sense for promotions. This goes back to customizing your email list. Also, don’t neglect the post-holiday window for follow-up promotions.
- Over promising in your subject line. It’s just annoying period. For example “Open this and all your holiday wishes will come true”.
- Failing to include a clear call-to-action. If you don’t make it obvious what people should do next, then they will not know what to do. Show them where to go.
- Sending for the sake of sending. Lots of businesses send emails at this time of year. Just sending so you’re ‘part of the pack’ without any real strategy or content will lead to failure.
- Not measuring the effectiveness of your campaigns. Everyone gets busy during the holiday madness, but that doesn’t mean it’s time to ignore your email marketing analytics. These will usually tell you how to modify your upcoming emails to get better results.
- Having an unidentified sender. People open emails when they know the sender. Will your audience recognize an email from an employee or from your brand name directly?
- Including useless links. If someone takes the time to click through, don’t make them look all over the place. You could lose an opportunity. Avoid pointing every link to your homepage. Instead use a well-crafted landing page tailored for the message.
Using the right online tools can significantly boost sales, donations and awareness this holiday. Email, mobile and social media tactics are highly measurable, so future campaigns can be tailored to achieve even greater results. “Try to engage your contacts using the communication method they prefer, on a schedule that suits them best this holiday,” mentions Robert Burko.
Elite Email, known for its email marketing services, has recently released easy-to-use mobile marketing tool that allow customers to integrate their digital marketing strategy across the two channels. Elite Email is the only company in Canada offering this technology as an integrated suite with its other emarketing tools.
About Elite Email
Elite Email is a leading, global, cloud-based, marketing service provider based in Canada. It has been helping customers achieve superior email marketing results for 10 years. Its software-as-a-service platform allows organizations of all sizes to build and grow their mailing lists, create eye-catching emails, build integrated mobile campaigns, apps, social pages, and track results with detailed reports and analytics. The award-winning Elite Email platform is used to attract new customers, drive repeat business and create referrals. As part of the “Top 50 Email Marketing Service Providers Worldwide” (Website Magazine, 2009), and the “25 Up-and-Coming IT Companies in Canada” (Backbone Magazine 2007), Elite Email also has an A+ Rating from the Better Business Bureau and the Direct Marketing Association’s coveted Email Measurement Accuracy Seal. CEO Robert Burko recently won the “Business Excellence Award Winner – Under 30″ by the Toronto Board of Trade.