10 common email marketing mistakes

10 common email marketing mistakes

To emoji or not to emoji? Can sending a test email actually harm deliverability? Is my title too vague? Too specific?

Email marketing is an artform and mastering it takes more than a quick how-to. But even if you’re a pro at emails, you may be making minor mistakes that can have a major impact on deliverability.

In this episode, we’re walking through 10 common email marketing mistakes to avoid, plus, a few bonus tips and tricks for prime deliverability. We also mention a few big brands that miss the mark.

Main takeaways

  1. Your “friendly from,” or sent from email address should be a name your subscribers recognize.
  2. Don’t use too many emojis in your subject line. Emojis can look cheap and spammy.
  3. Don’t type out a full URL. Instead, add a link to a click here button.
  4. Don’t send too many emails in a short period. This leads to subscriber burnout.
  5. Proofread your emails before sending them.
  6. If you’re setting up a DMARC, make sure you’re doing it correctly.
  7. Clean out your list regularly. Otherwise, you’ll keep emailing cold subscribers which harms your deliverability.
  8. Think about your needs and carefully choose one ESP. Don’t bounce from one ESP to the next.
  9. Don’t put so much content and imagery in an email. The email may get cut off.
  10. Use a double opt-in! Otherwise, you’re bound to have subscribers on your list who didn’t mean to subscribe. That’s a fast-pass for complaints and cold subscribers.

Email Deliverability Tips to Get Your Message to the Inbox

Email Deliverability Tips to Get Your Message to the Inbox

To get your emails read, they first need to make it to the inbox. That’s why email deliverability is kind of a big deal.

If you’re just getting started with email marketing, you might be wondering what all the hoopla’s about when it comes to email deliverability.

Whether you’re unsure how it impacts your email success, or if you’re just not convinced it’s that big of a deal, we wanted to help bring clarity to the sometimes puzzling topic. 

Why email deliverability is a big deal

Reason #1: You want people to read your emails.

I know, this one is kind of obvious. Of course you want people to read your emails! But there’s a whole lot that goes into making that happen – and a big chunk of it has to do with email deliverability. 

Unless you pay careful attention to the things that impact your deliverability, the basic goal of getting people to read your emails becomes extremely difficult to attain.

Plus, focusing your attention on email deliverability will help you achieve better open and click rates.

Reason #2: You don’t want to be labeled a “spammer.”

If people mark your messages as spam, that might cause your deliverability to take a dip. When you receive a spam complaint, future emails might end up in the spam folder, too.

Not sure if you’re sending spam? Here’s a telltale sign: you send email content that doesn’t align with what your subscribers expect to receive from you. Or, the majority of your email content is too promotional.

To avoid sending spam, set clear expectations for your subscribers about the email content you send. Then, deliver on that promise.

So, what should you do in order to reach the inbox? Follow some key email deliverability best practices. – Read more

#Emailmarketing

Email Lead Generation: 6 Techniques To Get More Leads Fast

It’s not really up for debate.

Email is the single best platform for generating leads, nurturing customers, and making consistent sales.

I know… THE best? Really?

That’s a big claim.

But it’s backed by some big data.

According to Email Mastery, email has an ROI that pays back $40 for every $1 spent. Compare that to other marketing channels, like SEO, display ads, catalogs, keyword ads, etc…

return on investment statistics on different digital promotional channels

The winner is pretty clear.

But that’s not the only evidence of email marketing’s prowess.

More than half of people check email in the morning before they even check text messages, phone calls, or social media. And in 2019, there were 3.9 billion active email users, compared to just 1 billion Instagram users or 330 million Twitter users.

More importantly, email is a marketing channel that you own.

You can message them whenever you want, as often as you want, and you can direct them to any landing page you want.

different types of traffic illustration

In fact, many email marketers believe strongly in the $1-per-subscriber rule, which states that you can make an average of about $1 per subscriber per month.

Growing your email list, then, should be a top priority.

But how do you generate email leads consistently?

Well, doing so is actually pretty systematic (it doesn’t require much creativity). You can just follow the below techniques.

But first, let’s take a look at some inspiring examples of effective email lead generation.

3 Inspiring Examples of Effective Email Lead Generation

We can talk about how to generate email leads until we’re blue in the face.

But until we look at real examples, it’s all just hypothetical 🙂

So I reached out to a few friends with awesome email lead-gen strategies, took screenshots of their landing pages, and asked them to share their conversion rates.

(They did!)

To start, let’s take a look at one of our most successful ClickFunnels webinars of the last 12 months.

(We love using webinars to generate leads!)

lead capturing landing page screenshot

With this webinar, we’re attracting email leads with a simple promise — to reveal the biggest differences between the 1% of ClickFunnels members who’ve joined our Two Comma Club and the 99% who haven’t.

Naturally, that’s appealing to online entrepreneurs.

And the conversion rate speaks for itself, averaging 30% over the last 12 months.

landing page opt in and pageview statistics

In fact, we didn’t run the variation you see in the above screenshot for very long because it only had a 10.87% conversion rate.

Here’s what the variation looked like…

lead capturing landing page screenshot

What’s the difference?

Well, the only significant difference is that we added a countdown timer to the higher-performing page.

Pretty crazy that a bit of urgency can increase the conversion rate from 10% to 30%, huh?

But webinars aren’t the only way to generate email leads.

Jacob McMillen, a freelance writing coach, offers a free course as his “bribe to subscribe”.

jacob mcmillan's site homepage screenshot

And he’s getting a conversion rate of 5.69%, which is solid for a website homepage. In fact, this page has had more than 41,000 visitors (mostly through SEO) and converted 2,345 of those into email subscribers.

email subscription and conversion statistics

The more lead magnets you examine, the more you’ll realize that the most successful ones offer to solve the target market’s most immediate problem… for free.

In the ClickFunnels example, that’s giving ambitious entrepreneurs a proven blueprint to growing a 7-figure business.

For Jacob McMillen, that means giving his audience a free crash course to grow their freelancing business to $15,000 per month.

And for Email Mastery, it’s offering marketers a free 7-day course to master email marketing. – Read more

4 Steps to Plan Your Email Marketing for the New Year

Get your email marketing ready for the new year with these 4 tips. See what worked, what didn’t, and how you can improve your email strategy.

Phew, what a year!

I’m sure I’m not the only one who feels 2020 was quite the whirlwind. I don’t know about you, but I’m certainly looking forward to a fresh start.

The global pandemic brought about unforeseen challenges for small businesses — and many felt the impact on their marketing. In fact, of the 79% of marketers who have a content marketing plan, 70% adjusted their plan due to the global pandemic.

So as we look forward to a new beginning, reflecting on the year behind us can give us a lot of insight. Spend some time before the end of the year to take a step back and reflect on what worked, what didn’t, and what should change going into the New Year. 

In this blog, I’ll walk you through how to evaluate your email marketing results and make changes in the New Year. 

Don’t have an email marketing strategy in place? Pop on over to read how to create an effective email marketing strategy here before diving into this post. 

4 steps to plan your email marketing

Step #1: Evaluate your goals 

If you set goals going into 2020, now’s the time to evaluate whether you accomplished them.

Reflect back on the goals you set for yourself in 2020 and answer the following questions:

  • Did email marketing help you grow your business?
  • How much of an increase in sales did you see as a result of your email marketing?
  • Did you build relationships with your subscribers? How?
  • Did you grow your email list? 

Use the answers to these questions to guide your SMART goals in 2021. This is a critical first step to plan your email marketing for the year ahead.

SMART stands for:

  • Specific: Be exact when setting goals and expectations. 
  • Measurable: Make sure you set checkpoints to measure your progress. 
  • Achievable: You need to make sure your goal is ambitious, but attainable with your current budget, time, and skillset.
  • Realistic: Your goal should be challenging, but within reach. 
  • Time-bound: Give yourself a due date to complete your goal.

Want to grow your list? A solid SMART goal could be the following: I want to grow my email list to 300 subscribers within the next 3 months.

Step #2: Analyze your ideal subscriber

Chances are you have a specific target audience you want to buy your products or services. We call that your ‘ideal subscriber’ or ‘persona.’

But marketing personas can change over time. Even if you had a defined persona to guide your email marketing, it may be time to look at whether that persona is still the best reflection of your ideal audience. Without an idea of who you’re marketing to, you can’t plan your email marketing to the best of your ability.

To evaluate your persona, consider the problem you’re solving in your email content, products, or services. Are you addressing their pain points? Who has joined your email list recently? Did anything major change for them in the past year?

It’s important to have a solid understanding of the person you want to target in your marketing. It will guide all your content creation and email marketing planning. – Read more

How to Build an Email Funnel That Closes Sales Quickly

Don’t let the term “email funnel” scare you.

It’s much easier than you think. It’s true that if you’re new to building funnels, you might feel slow as molasses at first.

But once you get the hang of it, it’s pretty easy. Don’t believe me?

Just keep reading. By the end of this post, you’ll be fully capable of building effective email funnels that generate sales.TABLE OF CONTENTS

What is an email funnel?

Simply put, an email funnel is a path or route you build over email for potential customers to travel from their first interaction with your business to the last step on the journey where they convert.

That route could look something like this:

From social media > blog post > email newsletter > autoresponders > conversions.

But “conversions,” when it comes to email funnels, doesn’t always mean sales. You can create your email funnel to either convert subscribers into customers (sales), convert them into attendees for an event, or convert them for something else that’s not sales related.

Essentially, this means there are two major types of email funnels:

  1. Email sales funnels
  2. Email marketing funnels

When you’re building an email funnel to ultimately convert subscribers into sales, you’re essentially building an email sales funnel

But if you’re building it to convert your email contacts into event attendees or any other non-sales results, then — for the most part — you’re building an email marketing funnel.

However, since most business owners and marketers build funnels for sales, that’s what we’ll be focusing on in this guide.

Do email funnels actually work?

“Email funnels,” as a term, has become an everyday word for business owners, marketers, and salespeople. 

And when anything becomes part of common language this way, it is tempting to start to think that it’s just hype and not a genuinely valuable tool.

But that’s not the case with email funnels; they actually work.

GetResponse customers are a living-proof of this.

Take Alex Terrier, jazz musician and a music teacher offering online music courses who gets 19% email signup rate with his content.

Or Landcafe, an online store created out of the love of travel and coffee, offering artisanal coffee beans, who get 54% of their sales from their educational email campaign.

If that’s not enough, just do a quick Google search for “email sales funnel case study” and see how many businesses have gotten their entire success from sales funnels they built over email.

Now, let’s dive right in and create your own email funnel success story.

Author’s note: You can build your email funnel from scratch using GetResponse’s Conversion Funnel.

How to create an email sales funnel that actually sells

You automatically create an email sales funnel when you:

  1. Start a campaign or create a content piece to collect the emails of your potential customers.
  2. Build relationships with people on your list by emailing them helpful content consistently — without being annoying, of course.
  3. Send prospects a series of emails to sell them on an offer.
  4. Close sales, making it easy for customers to buy.

String these four things together and you have a working email sales funnel.

But let’s explore these four funnel elements more deeply so you can learn how to best use each of them to build high-converting funnels.

1. Collect the emails of actual potential customers

The emails you collect will determine the success of your email funnel.

It’s possible to collect 100,000 emails and get few to zero sales when you eventually try to sell them your product or service. Know why this can happen? There are several reasons, but a major one is that those 100k emails you got came from people who weren’t your potential customers. – Read more

10 Best Ecommerce Tools to Sell More with Email Marketing

Email drives more repeat online purchases than search, direct, and social channels. Using the right ecommerce tools is key to growing your business online. Here are 10 popular ecommerce tools that integrate with AWeber.

Did you know 80% of retail professionals say email marketing is their most significant customer retention driver? Plus, it costs 5 times as much to attract new customers than to keep existing ones. That’s where email marketing becomes a vital tool to growing your business.

But we’re willing to bet that email marketing isn’t the only tool you use to run your ecommerce business. And it shouldn’t be. With the right ecommerce tools in your arsenal, it’s easy to turn first-time visitors into lifelong customers.

Pairing email marketing with top ecommerce tools can help businesses of all sizes automate their marketing and focus on growing their business.  

Email is incredibly effective at driving ecommerce sales

Email plays a pivotal role in encouraging a customer’s repeat purchases  — email drives more repeat sales that search, direct, and social channels

Integrating your email marketing with the right ecommerce tool can help you: 

  • Grow your audience through personalized communications and landing pages.
  • Tag prospects based on interest or buying habits to send more relevant and personalize emails.
  • Automate targeted email campaigns to segmented lists.
  • Send cart abandonment emails to close more sales based when customers leave products in their online shopping cart.

But finding the perfect ecommerce solution is no easy task. There are hundreds of providers to choose from. So to make it a bit easier for you, we identified 10 of our favorite ecommerce integration solutions that seamlessly integrate with AWeber. – Read more

Best Email Autoresponders

What if you could send a handful of emails on autopilot (without lifting a finger) and generate more than $40,000 in revenue without annoying your audience?

That’s exactly what Yaro Starak does year after year. He created one automated workflow that segments his audience depending on their actions and level of interest. So, the right people get the right emails at the right time—all without annoying subscribers who don’t care.  

As a result, he generated more than $40,000 in revenue and built trust with his readers. 

Not only is this type of segmentation and automation possible, but it’s easier than ever with the right email marketing tools. 

However, with so many options to choose from, choosing the best email autoresponder isn’t always easy. The good news is… we’ve worked with every email platform you can imagine. From ConvertKit and Omnisend to Moosend and GetResponse, we’ve used them all. 

So to help make your decision easier, we narrowed it down to our top seven recommendations—and reviewed them. Keep reading to learn more about each one and how to make the right choice for your business. 

GetResponse

Best for Flexibility

Trusted by more than 100,000 businesses with award-winning 24/7 customer support. Drag and drop email creator, automated customer journeys, behavior-based triggers, landing pages, and more for users in various roles. Paid plans start at $15 per month.

The 7 Best Email Autoresponders to Consider:

  1. GetResponse – Most flexible email autoresponder
  2. Moosend – Best for scalable automations
  3. SendPulse – Best for multi-channel marketing
  4. Omnisend – Best email autoresponder for ecommerce
  5. Convertkit – Best for bloggers and podcasters
  6. Sendinblue – Best SMS and email autoresponder
  7. VerticalResponse – Best for nonprofits

When Does It Make Sense to Invest In an Email Autoresponder?

49% of consumers like getting promotional offers and communications via email from their favorite brands. Furthermore, you can expect approximately $42 in return for every $1 you spend on email marketing. 

So, most businesses (even if you’re brand new) should focus on developing an email strategy. And to do that, you need an email autoresponder. 

They help streamline and automate email sequences that you can plan, write, and schedule in advance to save you time and give you the ability to show up in your audience’s inboxes at the right time.

Plus, they help nurture your audience the longer they’re on your list. 

From welcome emails and sales sequences to milestone celebrations, upsells, and abandoned cart reminders, email autoresponders are an excellent idea for businesses of all shapes and sizes. 

The bottom line: If you want to start or grow an email list, make more sales as an ecommerce store or service provider, or nurture visitor relationships, you need an email autoresponder. Plus, most providers have a free plan you can get started with as well. So, there’s nothing to lose. 

#1 – GetResponse — The Most Flexible Email Autoresponder

GetResponse

Best for Flexibility

Trusted by more than 100,000 businesses with award-winning 24/7 customer support. Drag and drop email creator, automated customer journeys, behavior-based triggers, landing pages, and more for users in various roles. Paid plans start at $15 per month.

GetResponse is an all-in-one email marketing platform built to help you grow your audience, engage with customers, and make more money online. And more than 100,000+ businesses trust them to help them do just that. 

Furthermore, they’re GDPR compliant, and they offer award-winning 24/7 customer support in eight different languages. 

And the GetResponse platform is flexible enough to handle several different roles (i.e., entrepreneurs, marketers, managers, and enterprise companies) within any industry you can imagine. 

With your subscription, you get a wide variety of features, including landing pages, sales funnels, list management, signup forms, analytics, automations, and more. However, their autoresponder features are second to none, with features like: – Read more

Email Deliverability: Get into More Inboxes, More Often

My Post (25).pngThere are few things worse as a marketer than putting a ton of time and effort into your email campaigns only to see them perform poorly.

While the usual suspects of contentdesign, and campaign strategy make a difference, none of that matters unless your email actually makes it to your subscriber’s inbox.

Below, we lay out key steps to maximizing your reach, covering three key areas you should know about email deliverability:

  • What deliverability is and why it matters
  • Major factors that affect deliverability;
  • 7 best practices you can implement to improve your deliverability.

Email deliverability is more nuanced than you think.

Often, when we think about email deliverability, we consider the email delivery rate (e.g., 98% of emails delivered).

But email deliverability is the rate at which emails arrive in the inbox, not just those that are delivered. The difference is important. Your emails can have a great delivery rate—and still not make it to the inbox (or get read).

Consider a hypothetical: Your data shows that 2% of your emails are bouncing, but an additional 10% are making it to the Email Service Provider (ESP) server then being pushed into spam.

How do you know if emails are going to spam? There’s a simple way to check this. Segment your email analytics by domain. If 0% of your Gmail (or another ESP) domain email addresses are opening your emails, you’ve got a problem.

ESPs and IT teams are always on the lookout for spam to keep emails out of subscribers’ inboxes that they deem irrelevant or a potential security risk. If your email is flagged as spam on a regular basis, you may significantly lower your deliverability rating and damage your sender reputation.

One easy, effective way to reduce the likelihood of your emails getting tagged as spam is to encourage new subscribers to add your email to their address book. It won’t guarantee delivery, but it gives you added protection in the eyes of your ESP.

Additionally, you can call out those who, for example, use Gmail and ask them to drag you over to their Primary (not Promotions) tab. – Read more

Strengthen Your Brand In Unprecedented Times

My Post (1).pngCertain industries (such as fitness or streaming services) saw a peak in sales due to COVID-19 in Q2. With some locales slowly reopening, those sales have likely dipped. As an ecom marketer, it is my job to boost ROAS and revenue as much as possible no matter the demand. My team and I were recently challenged with the task of figuring out how to maximize sales and ROAS for a fitness equipment brand that was coming off of Q2 peak demand.

Curious how we tackled the challenge? Look no further!

Here are 5 steps we took to maximize ROAS and revenue.

1. Do Your Research

See where you can expand keywords. Start by running a search term analysis.

(If you want more info on running a search term analysis, Chloe Pascoe wrote a wonderfulblog on the subject: Search Terms Report: Why and What To Look For.)

Doing so will tell you what users searched to trigger your ads. From there, you can expand or remove keywords that would be beneficial for increasing traffic.

 Google Trends will tell you how often a search term is plugged into Google in comparison to the overall search volume. Below is a screenshot of performance for the search term, fitness equipment. This chart tells us that searches peaked during COVID and then slowly decreased. We saw these trends relevant in our sales and revenue which indicated the rise and fall was an overall dip in what people were searching for on Google.

google trends home workout equipment searches
Fitness equipment search trend due to COVID-19

2. Increase Non-Brand and Brand Keywords

Based on your research, are there non-brand or brand keywords with which you can expand your brand’s reach? Both Google Trends and search term reports will tell you what users are looking for. The data doesn’t lie! Be sure to add negative keywords as well to minimize irrelevant traffic. It is also helpful to perform an audit to ensure there are no gaps between the products your brand sells and your ads representing all of that inventory.

3. Offer Free Resources

This varies from business to business, but if you are able to offer resources such as a free workout video or a free trial, it gives customers a glimpse into your brand. Be sure to note what they’ll gain from taking advantage of said download. Will investing in your program help them shed a few pounds or gain muscle mass? Tell them! Put yourself in your customer’s shoes, give them what they wantand help them understand why your product will provide that for them.

4. Add Audiences In Observation Mode

I’m a huge advocate for custom affinity audiences. Set audiences in observation mode, at first, as this ensures reach will not be limited. Once you have data from observation mode, you can cater your ads to the audiences performing the best. This helps ensure that you’re driving high-quality traffic to your site. – Read more

A Large Email List Alone Doesn’t Generate Revenue, But Leveraging Affiliate Relationships Does

My Post (6).pngLearn how this product owner was able to co-market her products — and the products of other like-minded entrepreneurs — through an AWeber integration.

GetOrganizedNow.com helps people live healthier, happier, and more productive lives by providing tips to help them get organized.

The site’s founder Maria Gracia has successfully grown her email list by offering visitors free, valuable content in the form of e-books, checklists, challenges, articles, videos, and print-ables. She also strives to offer relevant products through affiliate links in her emails.

However, Gracia learned that a large list by itself doesn’t generate revenue. And consistently offering fresh, relevant products to earn income takes a lot of time, energy, and financial resources. That’s why Gracia co-markets her products — and the products of other like-minded entrepreneurs — through AWeber’s integration with ClickBank.

ClickBank is an affiliate marketplace that allows entrepreneurs to earn income on commissions of other people’s products that they promote and sell. It is a win-win both for the product owner and the affiliate promoting the product. Not only do both parties earn revenue, the affiliate saves time finding products they know their audience will love.

It all starts with an awesome lead magnet to grow your list.

Gracia creates new content every few months by regularly following current trends and observing what other small businesses offer as lead magnets. She currently offers two free resources to help people survive and thrive while social distancing.

Her audience has been grateful for the free content, and GetOrganizedNow.com has experienced a nice bump in its subscriber growth.

“Instead of just offering our free newsletter, we have found that offering different resources, like the COVID-19 guides, are not only very timely and needed right now, but they are working really well to help grow our list,” says Gracia.

Place signup forms everywhere you can.

Gracia mentions the free resources on her website and social media channel.

Sign up form to access two free resources

There is not a single page on GetOrganizedNow.com where you will not find a link to a sign up form. The AWeber sign up forms detail the content subscribers will receive and includes an attractive image to catch their eye. Gracia only asks visitors for their email addresses to keep the process as streamlined as possible for people to be added to her list.

Gracia encourages subscribers to share her free resources and tips with family and friends, and collects additional email addresses through a sign up form link in her newsletter. – Read more