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For most email marketers, email
marketing itself is the cornerstone of business promotion. However,
the very same email marketers fall into serious traps when it comes to frequency
and opt-in permission, often ruining their sender reputation forever. So,
how does an ambitious email marketer succeed in such a crowded field? By
avoiding the following email marketing mistakes:
1) Falling out of touch with
customers
If you have a list of customers that you send email or HTML newsletter campaigns
to on a regular basis, one of the worst mistakes you can make is falling
behind and failing to send to them for a significant stretch of time. Suppose
you email your customers every single month, on schedule, and you are suddenly
unable to email them for two or three months. Though most of your customers
will remember that they’re on your opt-in email list, some will definitely
forget, treat your email like an unwelcome stranger, and hit the spam button.
Most email marketers wish that each email recipient had the memory of an
elephant. But unfortunately, since this is not true, and a simple slip up
can make your abuse rates go way up and ruin your email marketing reputation.
2) Playing it fast and loose with opt-in permission
Let’s face it: most companies get their email lists from a variety
of sources, from walk-in customers to contest sign-up cards. The real trouble
comes from assumed permission, the gray area that says that if customer
buys a product or visits your Website, they must automatically want you
to send them emails. A better tack is to not only keep detailed records
on where each email address came from, but to unify your email list gathering
technique on all fronts. If a customer registers for your Website or makes
an online purchase, make sure you include a box they can check if they want
to receive your newsletter or email campaigns. If this box is not checked,
do not put them on your list. On the other hand, if a customer gives you
their email address over the phone, tell them you’re going to send
them an email asking them to confirm their subscription to your list. That
way you at least have traceable confirmation that the customer signed up
for your email or newsletter.
3) Breaking your promise on frequency
What’s just as bad as not sending your email campaigns frequently
enough? Breaking your promise and emailing customers too often. Many email
marketers feel that customers won’t notice if they slip in an extra
email every now and then. This may be true, but some customers definitely
will notice and become irritated that you’re spamming their inbox.
What’s the worst that can happen? The customer can hit the abuse button,
leaving it up to you to prove to your email service provider that you have
fulfilled your end of the bargain. Sending frequent email
marketing campaigns to customers can be extremely tempting, especially
during the holidays.
But if you practice restraint and stick to your original bargain, you’re
giving your customers no reason to hit the spam button.
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