With all of the changes of 2020 due to the pandemic, many marketers are wondering if email marketing is still an effective strategy? Additionally, social media and other channels have made email marketing seem archaic and unnecessary. But the truth is email marketing still is an effective strategy if you do it correctly.  

If done correctly, email marketing can generate $38 for every $1 spent, getting you an amazing 3,800% ROI. But, if you’re not seeing results with your email marketing you may be falling into one of these common email marketing pitfalls. 

Common Email Marketing Pitfalls

 Here are a few of the common mistakes email marketers make.

Many email marketers fail to correctly segment their audiences to provide relevant information for them. This is determinantal because if you are not providing relevant, timely content then users will just hit delete, and eventually, unsubscribe. 

Additionally, all too often organizations think they need to be in constant communication with their email recipients. 78 percent of email users will cancel email subscriptions because they receive too many messages from that company, according to HubSpot. 

Finally, if you do not have a clearly defined email marketing strategy with objectives of what you want to accomplish, then your email marketing will be like shooting in the dark – most likely to miss the mark. 

Success in Email Marketing

Success in email marketing is typically due to understanding your audience and providing relevant and timely communication that meets their needs. You should segment your audiences by location, loyalty, or according to their place in the marketing funnel. As you segment audiences, you can provide relevant and timely content to get them to engage with your brand.

Don’t send emails too often. Try sending emails twice a month, and if that is successful then you can try increasing to weekly emails. But, always monitor your performance to see what emails are engaging your audiences. 

Additionally, try A/B testing, or sending different emails to two halves of your list to test what kind of messaging, layouts, and length works for you. Just try testing one thing at a time so you can correlate the results. For instance, try testing the length of your emails for one month, and the next month try testing different layouts to see which gets higher engagement.

Email marketing still is an effective strategy for your brand to communicate with customers and keep them engaged. However, many marketers make the mistake of sending too many emails, or not planning content targeted at their audiences. Try segmenting your subscribers and testing content for them to get the most success with your email marketing.