Email Marketing: 3 Mistakes That Are Losing Customers

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Sending marketing emails can be very effective in increasing the turnover of your business. as long as you don’t do it anyhow!

In 2012, 90.7% of Internet users consulted their main messaging system at least once a day ( Sarbacane study ). But if they have become avid email enthusiasts, that doesn’t mean entrepreneurs can use email anyhow.

If used incorrectly, email marketing can even be totally counterproductive. and lose customers.

Here are 3 mistakes to avoid if you want to grow your turnover:

1) Send mass emails

According to the same study, 126 billion e-mails were sent in 2012 via a professional router and French Internet users received an average of 8.3 e-mails per day.

What should we conclude from these figures? Quite simply that you must imperatively build up a database of qualified customers and prospects if you want to sell by sending marketing emails.

And for that, there are not 36 solutions:

  • either you buy (very expensive!) a file of qualified e-mail addresses (and obtained transparently from contacts so as not to be considered a spammer)
  • or you take the time to collect targeted contacts yourself: customers, subscription to a newsletter, networking, organization of events (contests, etc.)

Don’t waste precious time picking up e-mail addresses all over the place or automatically subscribing all the old contacts that you may have amassed during your professional career. Not only will this be considered spam (on this subject, see the folder: Sending emails: Are you prospecting or spamming?), But you will seriously damage your professional reputation and your brand image.

2) Send an identical email to all your contacts

For 2013, the trend started in 2012 ( E-mail marketing in 2011: key figures for 2011 and trends in 2012 ) is confirmed: if you do not segment your database in-depth, the risk of your e-mail is deleted. systematically, and sometimes even without having been opened.

Your customers want you to meet their expectations, which are necessarily specific.

So if you cannot necessarily send a fully personalized marketing e-mail per customer, you can, however, establish sub-categories according to specific indicators: the frequency of purchase, the number of orders over a given period, the date of the last purchase or of the last customer contact, if it is a prospect or a customer. (See on this subject: Customer data: How to sell more by fully exploiting your customer database? ) The classic example of these aspects is KissAnime.

3) Send an email without originality or relevant content

Between the colossal mass of marketing emails sent by companies and the constant number of spam emails (94.2% of Internet users believe they have received at least one spam per day in 2012), entrepreneurs can no longer afford to send an e-mail without real content and without originality.

You must take care of the content and form of your messages (newsletters, promotional emails, etc.).

Ask yourself the right questions :

  • Why should your customer and/or prospect open your email instead of another?
  • What will make them visit your website and maybe contact you?
  • What is his interest? (promotion, essential information, support)
  • What does he gain by remaining subscribed to your newsletter or by agreeing to be included in your database?

It is better not to send marketing emails at all than to multiply the insipid emails!

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