Having a list of strong marketing leads is an excellent starting point for any company’s marketing strategy. This doesn’t mean that you just rush headlong into sending emails right and left, though.
When you have leads, you have just as many reasons to be careful of your actions. Otherwise, some careless mistakes could cause your leads to crash before they’re of benefit. Many companies have made several mistakes while getting too giddy at this stage and suffering because of their carelessness.
If you know what these mistakes are, you can avoid them and see your business grow. Read on to find out what NOT to do so you can have the best email marketing campaign possible.
1. Emailing Without Permission
If your email list is gathered through means other than an optional sign-up, the recipients of your emails aren’t going to be very happy. Email addresses are still private details, just as much as telephone numbers. People don’t want unsolicited messages in their inbox anymore just like they don’t want unsolicited calls.
Using emails without permission may directly affect your business reputation. Even worst, prospects may regard your business as a scam or spam organization. That’s why you should do what it takes to get your emails organically; using any shortcuts will definitely backfire.
The same goes for not unsubscribing emails when such a request comes in. There should be an unsubscribe option on any email you send. If anyone chooses to make use of this, respect this choice and remove them from your mailing list.
You may want to send a follow-up email asking them to reconsider or request feedback about what led to this decision. Besides such occasional emails, it’s wise to leave such leads alone until they ask to re-join.
2. Using Subject Lines Like Clickbait
Clickbait is the term we use for articles that try to lure us in with sensational headlines. This would be enough to get a click from internet users, but the same technique doesn’t necessarily work for email recipients.
Wondering why clickbait subject lines don’t work?
Let’s consider this example: a company sends an email with the subject line, “Your Friends Recommend Time-Tracking Sheets.” When the user opens the email, they may simply find a standard sales pitch instead of something their actual friends recommend. This will probably have them sending your emails to the spam folder or unsubscribing immediately.
But if the subject line is different, for instance, Business Benefits of Using Linkio, there are higher chances that people will read the email to find out the benefits of using time-tracking sheets.
The solution here is to use catchy subject lines that are also honest. This will form a solid basis for the customer-company relationship online. The more relevant your emails are, the more professional and trustworthy your company comes across as.
3. Relying On One Source of Leads
If you’re not sure how to get access to an additional source of leads, you should consult professionals. Besides, you can spread your online presence from Facebook to Quora, Twitter, and a couple of other platforms. Concentrate on two or three, but always have a backup plan.
4. Spamming Recipients
Email marketing is a powerful tool, but only when used wisely. Contacting your leads every single day will make them more annoyed and less likely to open up your messages. Therefore, you should prepare a weekly schedule for emails to be sent off at a certain time and date. Otherwise, you risk becoming a major annoyance to your potential customers.
5. Focusing On Pitches
Even if your leads did sign up for your emails themselves, that doesn’t mean that they want to hear sales pitches from you all the time. If they’re going to give you space in their inbox and some of their precious attention every week or so, you should reward them for it.
It’s a great idea to offer an online voucher, coupon, or something complimentary when someone first signs up for your emails or newsletter. Be sure to give them some little perks every now and then as well. Giving them a free entry into a competition or an article full of useful tips makes a lot of sense. Some free eBook downloads may also be highly appreciated.
So are you guilty of some mistakes listed above, or have you pushed through to the next level? No matter what stage you’re at, there’s always something more to learn and prepare for.
Lead generation is far from an easy game. The sooner you learn about the market and how to adapt to its trends, the more chances of success you’d have.