What’s the biggest mistake people make in email marketing?

Email marketing mistakes

 

Email marketing can be challenging. From making a simple technical mistake that is then sent to thousands of people (we’re all human), like not testing your email or checking spelling, to not finding out what your subscribers really want to know, mistakes do happen. So we thought it would be helpful to ask the email experts. We surveyed 8 Mailchimp Pro Partners to find out what they see as the biggest mistakes that are made in email marketing. The answers are varied, which shows that so many mistakes can easily be made, so there’s a lot of great to stuff to learn here.

 

Here’s what they had to say about the biggest mistakes in email marketing:

 

“Sending the same message to the same people. It’s bonkers, but people do.”

Doug Dennison, CEO & Co-founder, MailNinja

 


 

“1. Not personalizing emails! Especially when I’m a customer and they know my name. “Dear Sir or madam” or “Dear customer”. Bleh!

2. Loooooooooong emails (without images).”

Nick Beuzekamp, CEO and Founder, Online Marketing Bonaire

 


 

“The biggest mistake most marketers make is telling subscribers what they want them to know and not what the subscriber wants to hear. You have to deliver on what you promised when the subscriber signed up. If your emails are self-serving and not valuable to the subscriber, you’ll quickly lose their attention.”

Adam Q. Holden-Bache, Director of Email Marketing, Enventys Partners

 


 

“Sending emails that are TOO long or too wordy. Simplify, simplify. Emails do not need to be long and full of TONS of content. Days of the long newsletter are over (in my opinion). Sometimes a great image, a short blurb and a button are all that you need for a great email. Try not to overthink it. 
 
Also, many people don’t think to recycle/reuse old content. Bring back an old blog post (and make it into an email). If you had an email do really well a year ago, bring it back. You don’t need to create brand new content with every email.”
 
Emily Ryan, Co-founder & Email Strategist, Westfield Creative

 


 

“Lack of segmentation: you have a huge mailing list and you send to everybody, because “it costs nothing and somebody could be interested”. As I always repeat, you can’t do nothing to raise relevancy of a message for anybody; or it is relevant, or it isn’t. What you can positively do, instead, is to diminish irrelevancy, by choosing not to send a message to people who are the least likely to be interested (e.g. send a discount reminder to people who have already made a purchase using that discount code, or invite people to events they can’t attend because of distance or other constraints).”

Alessandra Farabegoli, Digital Strategist, Co-Founder, Digital Update and Freelancecamp Italia

 


 

“The biggest mistake I see with email marketing is not doing it. The next mistake is businesses just ‘ticking the box’ with their email marketing and not seeing the value in the customers they’re sending too. That sucks to me. Email addresses are like gold. They are literally putting you in the palm of someone’s hand and they need to be treated as such.”

Glenn Edley, Director & Email Strategist, Spike

 


 

“Most businesses and organizations who do not use professional email marketers make the mistake of not sending enough email. There is an ingrained concern about over-messaging by email in most organizations that is a direct result of past attitudes and technologies that no longer play in the space. For those of us who work every day in this business, we understand that the correct strategy and planning means that you can send email every day, sometimes more than once per day, and you will not only see great results from your campaigns, you will build loyalty and engagement with your audience.”

MaryAnn Pfeiffer, Digital Marketing Strategist, 108 Degrees Digital Marketing

 


 

Not having a plan before they start. I’ve spoken to too many people who jump into Mailchimp, get quickly confused or disillusioned and then think the system doesn’t work. If you don’t start with a clear goal you’ll always struggle no matter what it is your trying to do.”

Robin Adams, Founder, Chimp Answers


 

“Not doing it or giving up on it too soon or both together. If you’re not sending regular emails and people don’t know who you are don’t expect them to jump at the chance to purchase from you on that 1 email you sent this year. Email is a dialogue. Email is a relationship. Relationships take time. Email marketing needs consistency and persistence.”

Amy Hall, Email Marketing Strategist and Certified Mailchimp Partner, amyhall.biz

 


 

Want to learn about these Mailchimp experts and Pro Partners? Check them out in the Mailchimp Directory here.

6 Ways To Maximize Mailchimp To Get Results

6 Mailchimp customers

With so many features, how can you get the most from Mailchimp’s platform and tools? 

To answer this question, we asked six Mailchimp customers and experts for their best tips. Here’s what they had to say about maximizing Mailchimp to get results.

Take Advantage of the Campaign Analytics

Tapping into the analytics from a campaign on Mailchimp will better equip you for the next one and the many more after that. Using their analytics will help you have a solid idea of the success, including how many people it reached, how many opened it and how many people engaged with whatever you sent. By using these numbers, businesses can continue to improve their email campaigns and gain more and more engagement. 

Daniel Cheetham, Y Scouts

Research Mailchimp Packages

Research all their offers and choose the tools that are best suited for your needs and business. While it may be tempting to use all sorts of services, if you do not understand them or how to use them, they will be of no use to you and you will blow your budget.

Vanessa Molica, The Lash Professional

Chat with Mailchimp’s Customer Service 

If at any point in your Mailchimp journey you get stuck and need help to see results, don’t be afraid to reach out to their Customer Service staff. These are people that work day in and day out with Mailchimp, knowing it much better than the average user. Go to them for anything and you are guaranteed to get your answer as well as better your Mailchimp skills during the process. A win-win! 

Kayla Centeno, Markitors

Set It and Forget It

In the spirit of efficiency, one of my favorite features of Mailchimp is the ability to automate your campaign. For example, you can set up triggers for when the initial intro email to your new customer should be sent or an email to be sent to a customer based on their website activity. Mailchimp’s “set it and forget it” approach truly provides you with the necessary tools and platform to provide timely and relevant information to your customers with ease.

Jennifer Leicht, Marketing and Small Business Consultant

Utilize Tags to Send Relevant Emails

My best Mailchimp tip to get the most from their platform is to use tags to send more relevant emails. For example, create a tag for email subscribers who have not opened your last 10 emails. Such subscribers are in danger of disengaging! You should talk to those disengaged subscribers differently. For example, offer a “welcome back” coupon exclusively for them. You can start the email with something like this “we noticed you haven’t opened our emails so we created a special offer just for you!”

Bruce Harpham, Technology Marketing Consultant

Back to Back Email Campaigns

On top of manual, one-off email campaigns, Mailchimp has the ability to set up back-to-back email campaigns—many paid users don’t make use of this feature. For instance, for new customers, you can set up weekly onboarding emails for the first month, to educate and inform this pool of users on your product/service. You can also set up a rule to only send out follow-up emails if a user had not previously opened the last campaign. This one—you don’t over email customers who are already actively using your service and may not enjoy the over-supplement of email-based content.

Hung Nguyen, Smallpdf