Even in 2016 marketers continue to make crucial email marketing mistakes. But for eCommerce businesses, these email errors can be fatal.
How can you provide over-the-top amazing service and recommendations to your customers without annoying them to them to the extent that they unsubscribe? With email marketing making up more than 50% of traffic to eCommerce sites and around 30% (and climbing!) of online sales, getting your email strategy in line is more important than ever before.
We’re here to help you figure it out. Below, we share a list of email marketing mistakes to steer clear of in your upcoming eCommerce email campaigns so you don’t drive customers away before they get a chance to buy.
Email Marketing Mistake #1: (Over)Personalization
Personalization is a good thing with email, right? eCommerce marketers are constantly thinking about how to laser-target customers with exactly the right content or offer at the right time. However, some of these tactics can backfire on you in a pretty spectacular way. The story of Target’s creepy algorithms still has buyers wondering just how much Big Brother really knows about their shopping habits. To keep from falling into this trap, be sure you take your cues from customers and allow them to call the shots on what type of information they’d like to receive.
Email Marketing Mistake #2: CTA, CTA, CTA . . .
One of the key tenets of email marketing is that you have one vital and compelling call-to-action (CTA) to promote. For most eCommerce marketing emails, that CTA is to shop—not update your profile, or share with a friend. If you distract customers with two many potential actions, then you are diluting your message and making it that much easier for them to hit the unsubscribe button.
Email Marketing Mistake #3: Lack of Mobile Optimization
As smartphones and tablets level out in size and people in general become more mobile, optimization for the small screen grows in importance. While many retailers and e-tailors consider their sites “mobile-optimized”, are they truly messaging in such a way that their emails can be viewed and then acted upon, all from the small screen? Probably not, but they should be. Check out our blog post, “Are Your Marketing Emails Really Mobile-Friendly?” for even more information.
What are the biggest email marketing mistakes you think eCommerce businesses make? How do you avoid them? Let us know with a comment!