Email Marketing Campaign Mistakes That You Must Avoid


by Lewis Leake - Date: 2007-01-07 - Word Count: 423 Share This!

Here are four major mistakes that you must avoid when you plan, organize and implement your next email marketing campaign.

Not Knowing Your Target Audience
One of the most frequent mistakes that email marketers make is failing to identify their target market. Quite often marketers believe that their product or service is needed or wanted by everyone. That is rarely the case.

Identifying your target market will ensure that your campaign is focused and will result in an effective and profitable mailing. Blindly sending your marketing materials to everyone you can think of or to a general list will generate few leads and fewer sales. So take the time to identify your target market.

Creating Spam emails
First of all, make sure that the people that you are sending your promotional materials to asked to be on your list and want the material that you are sending. Make sure that your emails contain useful information and are not just a series of sales letters. Otherwise, most people will delete your emails without even opening them.

Remember, the main idea behind an email marketing campaign is to get your email delivered and opened.

Failure To Follow Up
People rarely make a purchase or sign up for a service the first time that they receive your material so it's important that you have a way to follow up with additional information. This can include a periodic newsletter, postal mail or phone calls.

You should set up an autoresponder series to send additional information every few days or once a week. Also, get the address and telephone number of each prospect. Send a postcard or pick up the phone.

Follow up! Follow up! Follow up! They may not be interested today but the next time you send out your newsletter or mail a postcard they may be ready to buy.

Not Having Sufficient Inventory
When you plan your email marketing campaign, it's important to anticipate an increase in product sales or requests for your services. After all the purpose of all of this is to generate increased interest in your products or services.

So it's important that you have more than enough product on hand to handle the influx of new customers. If yours is a service then you need to make sure that you have enough trained employees to handle the increased volume. If you aren't prepared, then your potential customers will go to your competitor.

The next time you are planing an email marketing campaign, remember these four mistakes. Make sure that you make avoiding them a major part of your strategy.


Related Tags: target audience, email marketing campaign

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