Email marketing is one of the strongest techniques that businesses utilize to continuously connect, build trust, and promote their products or services to existing as well as prospective customers. A well-organized email marketing campaign is a simple and economical way to get high revenue (even millions of dollars).
According to the stats, email marketing has the potential ROI of $42 for every dollar spent. However, if your business campaign isn’t performing well and stats go down over time, you’re probably making some serious mistakes.
But don’t worry, we are here to help you out. In this article, we’re going to describe 5 common email marketing mistakes and how you can fix them. So, read on to explore more.
Top 5 B2B Email Marketing Mistakes and How to Fix Them
Here are some common B2B email marketing mistakes and their fixes:
1. Sending Emails to an Unengaged Audience
You might think that you’re sending emails to a big list, but still, your B2B email marketing isn’t performing well. The reason behind the wall is the poor quality of the list. Sending emails to a long list of unengaged people will not bring you the required results, and you need to fix this issue as soon as possible.
How To Fix It:
To fix this issue, you need to clean up your unengaged contacts consistently. However, if you haven’t done it for a long time, you can take help from an agency that provides B2B email marketing services.
They’ll help you figure out unengaged subscribers and remove them from the list to improve your business leads as well as sales. As a last chance, they send emails to that unengaged segment by changing frequency and time and try new designs and content to see if the stats improve or not.
2. Poor Email Design
Beauty is something that no one can ignore, and in email marketing, the email design matters a lot. As a business, you sometimes try to showcase a lot of your products or services in the form of pretty pictures, like banners in your email. Did you know that Gmail, Yahoo, etc., automatically mark such good-looking emails as promotions or spam, and barely 7% of people open these folders? So, if your email campaign is something like that, you need to fix it.
How To Fix It:
Do not try to include images in your email; keep it simple and readable. You should focus on adding value to the email to make sure people read your email till the end without skipping it. If you add images or banners, it will divert their attention, which isn’t feasible from a business perspective.
3. Unclear Subject Lines
Subject lines hold primary importance as people decide whether to open or not to open the email based on the subject line, most of the time. If your subject line remains unclear and has no value for the readers, your email will probably remain unopened.
How To Fix It:
Write your subject line in a way that encourages readers to open it and see what’s interesting inside this email for them. Try to write in lowercase, as uppercase subject lines look spammy. With that, create an urgency by adding some time limitation, using members (e.g., stats), or asking questions.
4. Lack of Personalization
Another important thing that most businesses ignore is that they send the same email to each of their prospects again and again. Since each client can’t benefit from the same email, many of them will unsubscribe after some time.
How To Fix It:
To fix this, you should try to make segments of your email list based on specific interests, age, gender, etc. Then, craft your email to fit with their interests, and this will help increase engagement rates.
5. No A/B Testing
After spending multiple hours of effort on making an effective email marketing strategy, no one wants to change it. But with time, you need to A/B test it by modifying it. But if you do not do that, you may not get results that a modified campaign can deliver. If you haven’t done any A/B testing on your campaign, here’s how you can do it.
How To Fix It:
Don’t rely on or stick to the same email marketing campaign you made in the beginning, but test and modify it over time. You can do this by changing email delivery time, crafting value-driven subject lines, designs, and call-to-actions. This will help increase the open rates, engagement, and ultimately revenue.
Final Thoughts
Email marketing can help businesses reach out to more people in a short time and increase their growth. But sometimes, mistakes like sending emails to an unengaged audience, a lack of personalization, using too many pictures, or writing confusing subject lines can be a problem.
To fix this, clean your email list, write better subject lines, keep your design simple, and try different ways to see what works best. You can also ask experts who offer B2B email marketing solutions for desired growth. So what are you waiting for? Implement these little but important things to improve your B2B email marketing campaigns and get better results.
