Everyone knows that there’re a lot of ways to get email marketing right, but there are just as many ways to get it wrong. The fact of the matter is, with any good product there is a way to misuse it to the extent that it fails to drive business toward your site, and often drives customers away. It doesn’t matter if you’re trying to advertise on a street sign or billboard, the way you engage your audience is critically important if you hope to turn that audience into a customer. And that really is the name of the game. We want to take the people who see our advertising efforts, and convince them to purchase the products that we serve.
Email marketing is a wonderful product that is offered by many different companies online that allow you to gather, manage, and engage customers through their emails in a way that drives business toward your products and services. However, like we said before, it is possible to misuse this product and drive customers away. Here is a list of three of the biggest mistake business owners make in their email marketing strategy.
They simply fail to see the value of email marketing.
I know what you’re thinking. You are wondering how this could possibly be the first mistake, but if you are reading this article, you realize that there are people who fail to use email marketing in their customer engagement. You may even be one of these people. And having realized your mistake, you are here to find some answers about how to improve your ability to engage your customer through email marketing. If you are failing to gather emails from your current and potential customers, you are missing out on money that could be yours. If you fail to engage the customers who give you their email address you are missing out on money that could be yours.
If you are not yet engaged in an email gathering and marketing strategy, don’t let the day go by before you begin this work.
They fail to sell their best products when engaging their customers in email marketing.
You want to sell your best product to your best customer. If the customer is willing to give you their email address and check the little box that says they don’t mind you giving them emails once a month, they are one of your better customers. So you need to realize that this is the kind of customer that is eager to hear about your best product. So tell them about it!
Let them know about special pricing that you have for your best customers. Even if that is a 10% discount on all products at all times. If these people see themselves as an exclusive group that get exclusive rights to exclusive products, you will be able to engage them in the kind of volume-based buying that creates a more profitable bottom line.
Stop selling yourself and your products short when you engage your customers by email. Find out what your highest profit product is and sell it regularly to this group.
They say too much and never ask anything.
What I mean by this is that companies who typically begin the process of email marketing assume that this is a platform where they primarily educate rather than sell. However the opposite is actually true. Selling products in your marketing efforts is the number one thing you want to do as you engage your customer base. Yes, you want to educate your customer, but that can only come when the customer is interested in the products that you’re selling. Your customer could care less how environmentally safe you are with your product development, if the product that you are selling is of no interest to them. So as much as you inform your customer about a product, you must be ready to give them a way to purchase that product at a substantial benefit to that customer. If the customer feels as though they are getting a great deal, they will be much more likely to make the purchase.
Make no mistake, the most important thing that you need to do email marketing is gather email addresses, and engage your customers. However, if you can remember that the customer needs to feel valuable, and the product needs to seem more accessible, then your email marketing strategy will most likely be a positive element in your overall advertising goals. Watch out for these three common mistakes, and I think you will find that email marketing is a great way to highlight high-profit products to your most valuable customers.
Here are a few tips on the DO’s side of things, just because we want to help you get a great start! Enjoy.