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  • Writer's pictureCaroline Pino


On average, email marketing has an ROI of 42% making it one of the most commonly used strategies when it comes to spreading brand awareness. However, many consumers will ignore marketing emails or send them straight to the spam folder if the emails aren’t engaging and interesting. Some brands even shy away from sending promotional emails at all because they don’t know how to deliver an impactful marketing message to their customers through email. While curating a productive email marketing campaign may seem like a daunting task, it is much less overwhelming than it seems. Avoiding a few key mistakes when launching your campaign, will help your brand to send efficient emails to consumers that get your message across and leave a lasting impact.

1. Be Relational

The first common mistake to avoid when sending marketing emails is focusing purely on selling a product or service rather than utilizing email to build relationships with consumers. When trying to generate business for your brand, your customers must first trust your brand and be familiar with it. If your emails are solely focused on pushing a product or service on a consumer, they might find that unattractive. Additionally, recipients of your emails might not be interested in purchasing anything from your brand at the exact time they get a marketing email. Forming a relationship with your clients with more personal emails that allow consumers to get to know your brand, not just its products and services, will leave a lasting impression on consumers. If they aren’t ready to make a purchase at the time of receiving an email, customers are much more likely to make a purchase from your brand in the future if a relationship has been previously established through strategic email marketing.

2. Reduce The Stress

Another tactic to avoid in your email marketing campaign is creating a sense of urgency in your messaging. Consumers are constantly being bombarded with offers of sales and promotions that have a time limit, which can become stressful and overwhelming for consumers. As a result, businesses can lose credibility when they are constantly offering their products and services at discounted prices for a “limited time only.” Instead of pressuring customers into acting fast and buying your products or services without having time to actually consider making the purchase, convey the message that your brand’s offerings are valuable no matter when they are purchased, regardless of price. The last thing a brand needs to do is pressure customers into making purchases they will end up regretting.

3. Segment, Segment, Segment

Finally, focus on targeting a specific list of consumers instead of sending your marketing emails to every email in your contact list. You cannot expect to generate sales from a group of people who have no reason to use your product or service. Focusing on consumers who are in your brand’s target market will prove much more effective in the long run. When targeting a smaller group of people with similar interests, you can tailor your message to cater specifically to these groups, rather than trying to create a message broad enough to impact a large group of people with completely different interests and needs.

When executed correctly, email marketing can increase awareness and sales for your brand. The effectiveness and cost efficiency of this tactic make it extremely valuable for small businesses in particular. If you and your small business are interested in taking the next steps in creating an efficient email marketing plan, Contact Ezer today for a free consultation!

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