6 Mistakes to Avoid with Email MarketingNov 24, 2020
Let’s take a deep dive into email marketing because there are a few mistakes you might be making that are super easy to fix.
And you might be asking, Holly, why are you talking about this so much? Well, email marketing and automation are like the flying unicorns in my business that make everything happen as if by magic. They’re how I've automated my network marketing business - think welcome sequences, onboarding, training. This is how I've been able to launch a second business while working full time: it’s all about the automation!
But here's the thing: automation done wrong can actually hurt you. When people feel like they're just a number, they’ll unsubscribe - or worse, just stop reading. I want to help you do this right. Today's pep talk covers the six mistakes you might be making with your email marketing and how to improve.
Mistake #1: You’re sending newsletters every week.
This is a 1990 kind of a methodology, and trust me, I have fallen into this trap! I've seen amazing weekly recaps, but there should be very little about you and a whole lot of value. So much value that they are like, “Holy crap. I can't believe this girl is able to do all of this!”
An easy way to do this is to repurpose content across platforms, pointing subscribers to a free training, guide, blog post, or live video. Whatever the content, it should speak directly to your audience’s needs and reflect how you’re uniquely positioned to serve them.
Mistake #2: You’ve got dead ends.
I have said this in every single training or podcast I have done about customer communication because it’s so important: do NOT have someone opt into something if you don’t have an extraordinary follow-up in place. That's what makes you stand out.
For example, when someone opts in for your lead magnet, you not only send it but then you follow up with a bonus tip on how to use whatever you're sharing with them or an additional resource.
If you give them a course, check in after a few days and send them a personal story about how you used this tool and how it helped you. Make sure it’s not all about you - you want to flip it so they can see how the same techniques can help them.
One of my favorite strategies is to circle back after 30 days to check in and congratulate them for taking the next step and digging into whatever you're teaching. This is the extra step that a lot of people do not do, but you are asking somebody to step into your business world. Over deliver, follow up, and have a system to keep the communication going.
Mistake #3: You’re selling something in every email.
You should have three to six nurture emails before you ask for a sale - and that sale might not even look like a sale! It could be an invitation to join your Facebook group or try a free challenge. Show your readers how you can help them; ideally, help them get a quick win. The whole purpose of a nurture sequence is to get them to know, like, and trust you so that when you do come in with a sale, it's a no brainer decision.
Mistake #4: You’ve haven’t cleaned your list in months.
You need to make sure your email list is reaching the right people. Most email platforms charge you based on the number of subscribers, why pay for ones you’re not using? I use ConvertKit, which allows you to run a query and select your cold subscribers. Either delete or send them an email to say something like, “Hey, I noticed you haven't opened my emails in a couple of weeks, and I want to make sure my content is relevant to you. If not, feel free to unsubscribe.”
You can also mention that you will unsubscribe them if they don’t reply or click a link. Keep it light and friendly, but ultimately you want your list filled with engaged subscribers who care about what you have to say. Add a quarterly reminder to make sure you do this regularly.
Mistake #5: Your subject lines lack clarity.
You want to spend some time thinking about the subject line because it is the first thing that your ideal client reads. Subject lines should be eye catching and make sense; ones with emojis or that are personalized tend to do better.
One of my best performing subject lines is “I need your help.” It’s in my nurture sequence about halfway through after they've gotten to know me. At the end I ask, “Hey, I need your help. I'd love to know what you're struggling with the most in your business.”
It's an easy way for me to get feedback and to get to know them.
Mistake #6: The preview is showing up blank.
Look at the first few sentences in your email, because this is what shows up as a preview in many texts platforms. You don’t want a space or a picture because then nothing is going to show up! Make sure that you have a sentence that is going to keep them reading. A lot of content creators skip this, and it really, really matters.
Bonus! Mistake #7: You’re sending emails when your audience is asleep.
Make sure you send your emails when your subscribers are already in their inbox! Email platforms will default to random sending times, so go in and adjust that.
For example, if your ICA is working full time that email you send at 10:00 AM on a Wednesday is probably going to be buried in their inbox. Think about your message and when your audience is going to read it. This takes a little guess-work (start with early Tuesday mornings), but after a while you can go back and look at when you’re getting responses, which emails are being opened most, etc.
Was this helpful? If so, check out the EMAIL BUNDLE! Which has DFY lead magnets and email swipe files plus all the step my step instructions on how to rock your email list!