Enhance Your Email Strategy: Fixing Common Marketing Mistakes

Email Marketing Mistakes to Avoid

Recently, I received an email from a local optometrist. The name has been withheld—not just to spare them from embarrassment, but because there’s a bigger lesson here. This email was part of a lifecycle program intended to drive incremental revenue from existing customers. Unfortunately, it fell short of its goal. Let’s dive into the details and see what went wrong, and more importantly, how we can fix it.

The Email Breakdown

Here’s a snapshot of the email, presented exactly as received, with no adjustments. Overall, it is profoundly problematic, suffering from several critical issues:

1. Missing Company Name: The company name is mentioned in the subject line, but not in the email body. What if the subject line was missed? The recipient could easily be confused about who sent the email.
2. No Call to Action (CTA): There is no clear directive telling the reader what to do next. A strong CTA is essential in guiding the recipient towards taking a desired action.
3. Lack of Click-Through Links: Shockingly, the email does not include any links to the business’s website. There is a link at the top that directs to the email service provider—effectively promoting another business at the company’s expense.
4. Absence of Urgency: The email mentions a June sale but provides no specific end date. Without a clear deadline, there’s no urgency driving customers to act quickly.
5. No Contact Information: Since the email doesn’t click though the recipient is left to wonder how best to get in touch.
6. Incorrect Length: This email contains wasted space, which does not add value to the reader.

The Impact of These Issues

Given these shortcomings, it’s likely the email did not achieve its intended purpose of driving in-store purchases. Each of these missing elements plays a crucial role in effective email marketing. Let’s explore how to correct these mistakes and improve the overall email strategy.

Suggested Email Improvements

Admittedly, I am not a designer, but the improvements I suggest are grounded in marketing best practices:

1. Include Business Name: Ensure the company name is prominently displayed in the email. This builds brand recognition and trust.
2. Add Contact Information: Include the business address and phone number. This not only helps in customer service but also adds a layer of legitimacy to the communication.
3. Incorporate a Strong CTA: A clear call to action, such as “Visit Our Store,” “Shop Now,” or “Book Appointment,” directs recipients on what to do next.
4. Create Click-Through Opportunities: Make sure every promotional email has links directing to relevant pages on your website. This drives traffic and potential conversions.
5. Instill a Sense of Urgency: Specify exact dates for sales or promotions. For example, “Sale ends June 30th” encourages customers to act before the deadline.

What Do You Think

Effective email marketing is about more than just sending messages—it’s about engaging your audience and driving them to take action. By addressing the basic elements discussed here, you can significantly improve your email campaigns and avoid wasted marketing efforts.

What do you think? Are there any elements I missed? Write your thoughts in the comments below. If you’d like to get in touch for a review of your marketing strategy before it goes out, head over to the Contact Me page. Let’s make sure your marketing dollars are well spent.