By Belinda Summers
Email marketing has been a well-beloved lead generation tool, perhaps too beloved, as marketers would sometimes push it to the limit and increase the chances of displeasure from the prospects’ side. While emailing is an established go-to method, it still deserves a systematic process.
Today, the problem isn’t really much about how to reach prospects; technology and current online marketing trends have provided means to penetrate the right people using the right tools. Rather, the problem lies in the “approach” that marketers employ in sending emails.
These are some of the things you might be doing while ignorant to the fact that your email subscribers hate you for doing them:
Sending from firstname.lastname@example.org. First of all, if you want your prospect to be engaged with your content, allow them to give feedback, or at least an opportunity to communicate. A one-way email campaign is a relationship-breaker.
Not being clear on how often you’ll be sending emails to them. Normal behavior dictates that an email a day should already be the maximum, and even that still borders into annoying. Veterans would tell you that a 2-3 –times-a-week scheme is perfectly harmless. In any case, be upfront: if you say it’s gonna be x number of emails a week, keep your promise.
Over-selling everything. Sales-y subject lines and pitches can easily evoke a strong urge to click the delete button early on. Instead, go for thought-provoking messages or questions that focus on the need, not on the product or service.
Not thinking of mobile email users. A whopping 40% of all emails today are viewed from a mobile device. If that doesn’t compel you to make your email content mobile-friendly, who knows what could. Or at least do it for the sake of letting your prospects know that your company is willing to ride the waves of evolution.
Confusing them with vague calls-to-action. Make sure that your primary call to action is clear to your readers. Don’t bury it at the bottom of a lengthy email; place it front and center, and visibly explain why reader should take that action.
Not segmenting the email list. Email marketing is no longer a one-size-fits-all strategy. Experts have constantly emphasized the importance of targeted content and adding a little personalization to emails. Sending a totally irrelevant piece to a prospect could make him think of reconsidering his subscription.
This content originally appeared at How to annoy your Prospects through your B2B Email Campaign.