5 Common Mistakes in Email Marketing Strategy

May 5th, 2011 | By Adam Holden-Bache | 2 Comments

Email Marketing MistakesEmail marketing can reward marketers with amazing results when a campaign is planned and executed with business goals in mind. However, many marketers lose sight of the big picture when developing and evaluating their campaigns.

From a strategic standpoint, there’s several mistakes we see email marketers make on a regular basis. Here’s a list of a few of the more common issues:

1. You compare your performance to industry benchmarks rather than your own benchmarks.
Industry benchmarks are fairly useless when it comes to measuring your email marketing performance. There are so many variables in email marketing including subject line, list quality, offer, creative and time of delivery. No matter what you do you’ll never be able to measure your campaign in an apples-to-apples comparison with other campaigns. So don’t bother.

Instead of trying to gauge what everyone else is doing, worry about your own metrics and use your campaign stats to establish your own benchmarks. Then keep trying to improve upon them.

2. You measure quantity instead of quality.
Many marketers use list growth and overall volume as a way to determine success. But big numbers to not equal big success. A large list of unresponsive subscribers won’t get you the results that a small list of engaged, responsive recipients will. Do not assume that bigger is always better.

3. You don’t measure the important metrics.
Do open rates really even matter? Do clicks? Your email marketing should be helping you achieve your business goals, and you should be measuring whatever metrics will do that. Measuring conversions is something many email marketers overlook. Measure the metrics that matter.

4. You don’t support the campaign outside of the email channel.
Your marketing message shouldn’t be confined to email. Consider if your message will provide additional value if you highlight it in other channels including social, on your web site or in offline communications. When your customers see a unified message in multiple channels its more likely to lead to positive results.

5. You’re unable to support campaign response.
Plan for success! Once you send the email your job isn’t over. If you’ve done a good job with your campaign you’ll get feedback, leads or sales. Make sure you can support the response your campaign generates.

Remember to keep your big-picture goals in mind, and measure towards those goals. If your marketing strategy isn’t helping you meet your business objectives, then take a step back and revisit your approach.

What other common strategic mistakes do you see from email marketers, or what do you think you could improve?

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  • Anonymous

    many of the email marketers are doing this mistakes but if they can avoid doing all this mistakes they can surely have a successful campaign.

    Constant Contact Review

  • http://highroadsol.com/2011/06/universal-articles/ Universal Articles « HighRoad Solution

    [...] 5 Common Mistakes in Email Marketing Strategyby Adam Holden-BacheEmail marketing can reward marketers with amazing results when a campaign is planned and executed with business goals in mind. However, many marketers lose sight of the big picture… This entry was posted on Thursday, June 30th, 2011 at 8:57 am and is filed under eMarketing Articles. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site. [...]


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