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Six Email Marketing Mistakes to Avoid

by Janelle Johnson  |  
August 6, 2012

Email might not be as shiny as social media and other emerging marketing channels, but it's still arguably the most powerful marketing tool around.

A recent study asked consumers which channel they prefer for receiving permission-based promotional messages. A whopping 77% said email. No other channel even scored in the double digits; only 4% of respondents said Facebook, with Twitter and mobile apps both scoring a mere 1%. That's a very clear message about how your leads and contacts want to hear from you.

So how do you maximize this old workhorse for new gains?

Sometimes the best way to learn what to do right is to consider what not to do. In that spirit, here are six common email marketing mistakes... and guidance on avoiding them.

Mistake No. 1: Neglecting Buyer Needs

Does the CEO of a major corporation in California have the same needs as a small marketing team in the Midwest? Probably not. Moreover, retail email volume increased 61% from 2007 to 2011, making for a very noisy environment. To slice through the clutter, 'you need to speak directly to your buyer.

Use segmentation strategies to target campaigns to specific buyers' specific needs, particularly their "pain points." By doing so, you'll position your company as a friendly one that's paying attention.

Mistake No. 2: Blasting the Same Message to All Contacts

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Janelle Johnson is manager of marketing operations at Act-On Software, provider of a cloud-based integrated marketing platform for marketing automation.

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  • by Andrea Steffes-Tuttle Mon Aug 6, 2012 via web

    This is a power to-do list for email marketers. Thank you! I'm going to echo the importance of segmentation and targeting. ESPs have begun to determine whether or not an email is spam based on interaction rates. This makes it even more important to create targeted, relevant content.

  • by Nick Stamoulis Tue Aug 7, 2012 via web

    You'd be amazed at how many emails I've gotten where there is no link, or the links are broken! Even if you created the greatest email message ever written you still need to make it easy for someone to do business with you and put in a link!

  • by Tai Rattigan Thu Aug 9, 2012 via mobile

    These should be avoided at all costs. Whith the amount of email noise at an all time high it is so important to make your message stand out, or you will find yourself in the junk

  • by Roxana Toma Sun Aug 12, 2012 via web

    Valuable advice, I keep getting these very nonsensical messages in my work email, I don't see what's the point in sending so low quality communication. I got annoyed one day and wrote this "manifesto" on my blog

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