The email marketing is one of the most powerful available to us today to reach consumers in a more direct way and offer our products or services tools. However, planning this type of strategy is not easy and there are many mistakes we can make that can end up ruining our campaign, making the conversion rate is not what we expected.
Keep in mind that users receive many emails daily in their inbox and if we do not want our message to end up in the trash bin without even opening it, we must be creative and know how to call their attention to obtain a good return on investment. . Therefore, today we bring you some of the most frequent mistakes that are often made in email marketing strategies so you can avoid them.
DO NOT SEND ADVERTISING ABOUT PRODUCTS THAT YOU HAVE ALREADY PURCHASED
One of the most common mistakes in email marketing strategies is to make a generic campaign with a product and send it to all customers who have already bought us. Check your database well and do not send emails to users with products they have already purchased, especially if it is an offer with a considerable discount.
DO NOT SEND OFFERS THAT ARE NOT SHOWN ON THE WEB
Do not promise things that do not exist, since this bothers users a lot. If you enter the web in search of the offer that you have shown them and then do not find it or the conditions are different from what they seemed to be, you will only damage your corporate image and the campaign will fall on deaf ears.
DO NOT SEND PROMOTIONS THAT ARE NOT ACTIVE
Many times companies program emails to be sent before the date it ends. The problem is that if we do it too soon to create expansion, we must do it very carefully and with a lot of left hand. And there is nothing more frustrating for consumers than clicking on an offer and that the page gives an error because it has not yet been created or that the offer is no longer active because stocks have run out. With this, not only will it not be useful, but you will also be able to burn the users and may not open up your emails in the future.
BE CONFUSED OR LITTLE TRANSPARENT
Many times information is omitted or it seems that what is advertised is something else to make the offer look more attractive, but playing catch-up and confusion will only cause consumers to perceive your brand in a negative way. Simplify things and be transparent in the information you give so as not to mislead consumers and end up disappointed when they come across reality.
SEND ONLY INTERESTING CONTENT
It does not make any sense to send emails that do not fit with the tastes, preferences or circumstances of the person who receives them. For example, sending makeup offers to men is much less effective than sending them to women. Also, you will be bothering him with advertising that he does not want to see. Segment the audience well and create personalized messages with content that may really interest you so that your conversion rate is higher.