5 Things Not to Do in B2C Email Marketing
Posted: Mon Dec 09, 2024 9:56 am
Companies of all sizes invest every day in advertising but many of them still make major mistakes when communicating with their customers through Email Marketing. Five mistakes you cannot make are:
1. Do not personalize the message.
Imagine that you are a woman who regularly buys handbags, shoes and cosmetics from an online store. And that you have had to indicate your gender when you sign up for the newsletter from that online store. What would you think if tomorrow you received an email with offers for ties, razors and men's underwear from that same online store? That they know nothing about you, exactly.
Not segmenting the recipients of your Email Marketing campaigns is a serious mistake because it means a lost opportunity to generate Engagement and get new customers.
A recent Forrester study shows that while 70% of CMOs believe personalization is critical to their business strategy, only 17% are sending personalized messages to their customers.
Delio incorporates Ring Pool technology , which, together gambling database with the information provided by the leads themselves, allows us to create a detailed profile of our potential clients and, in this way, offer them the information that will be useful to them.
2. Lack of Recommendations (or just trying to sell).
When we get in touch with our clients, we should take advantage of the opportunity to send them suggestions, recommendations and information that will be useful to them. In other words, we should provide them with value.
3. Not including images or having poor quality images. FREE EBOOK: CREATE LEAD ENGAGEMENT. LIVE HELP TOOL
The personalization I was talking about above doesn't end with including or not including recommendations, but if we want to give our clients that feeling of being unique to us, we also have to send personalized images. After all, "we buy with our eyes."
According to Bridg , only 10% of emails sent in Email Marketing campaigns contain personalized images and, even today, there is a 19% that do not even have images.
4. Not getting the message across when your potential client is willing to do so.
While each of us has our own hours for opening emails, most people tend to do so at a set number of times that are already studied and established according to behavioral routines. Emails sent during these hours have a higher chance of being opened and clicked on.
But those companies that maximize their email opening and reading rates are those that observe their customers and learn from them. In other words, those that adapt the sending of their emails to the time when the data collected from their customers shows that they are most effective.
One of the most distinctive features of Delio is that it allows you to design lead nurturing flows that adapt to the decisions made by the user.
5. Irrelevant “matters”.
Just as I recommend that you take care to include personalized suggestions and images, you should also personalize the Subject of the emails you send. Incorporating the names of the recipients in the subject line, for example, is a way to personalize your message.
I also recommend consistency between the subject of the email and its content. If your subject is “Super Offer”, make sure to include a really good offer that could be of interest to the recipient, or you will reflect badly on your brand.
In short, we have a lot of data about our customers that we need to use to deliver personalized offers and content to them in order to gain their trust and brand loyalty, and move them forward in the Sales Funnel.
1. Do not personalize the message.
Imagine that you are a woman who regularly buys handbags, shoes and cosmetics from an online store. And that you have had to indicate your gender when you sign up for the newsletter from that online store. What would you think if tomorrow you received an email with offers for ties, razors and men's underwear from that same online store? That they know nothing about you, exactly.
Not segmenting the recipients of your Email Marketing campaigns is a serious mistake because it means a lost opportunity to generate Engagement and get new customers.
A recent Forrester study shows that while 70% of CMOs believe personalization is critical to their business strategy, only 17% are sending personalized messages to their customers.
Delio incorporates Ring Pool technology , which, together gambling database with the information provided by the leads themselves, allows us to create a detailed profile of our potential clients and, in this way, offer them the information that will be useful to them.
2. Lack of Recommendations (or just trying to sell).
When we get in touch with our clients, we should take advantage of the opportunity to send them suggestions, recommendations and information that will be useful to them. In other words, we should provide them with value.
3. Not including images or having poor quality images. FREE EBOOK: CREATE LEAD ENGAGEMENT. LIVE HELP TOOL
The personalization I was talking about above doesn't end with including or not including recommendations, but if we want to give our clients that feeling of being unique to us, we also have to send personalized images. After all, "we buy with our eyes."
According to Bridg , only 10% of emails sent in Email Marketing campaigns contain personalized images and, even today, there is a 19% that do not even have images.
4. Not getting the message across when your potential client is willing to do so.
While each of us has our own hours for opening emails, most people tend to do so at a set number of times that are already studied and established according to behavioral routines. Emails sent during these hours have a higher chance of being opened and clicked on.
But those companies that maximize their email opening and reading rates are those that observe their customers and learn from them. In other words, those that adapt the sending of their emails to the time when the data collected from their customers shows that they are most effective.
One of the most distinctive features of Delio is that it allows you to design lead nurturing flows that adapt to the decisions made by the user.
5. Irrelevant “matters”.
Just as I recommend that you take care to include personalized suggestions and images, you should also personalize the Subject of the emails you send. Incorporating the names of the recipients in the subject line, for example, is a way to personalize your message.
I also recommend consistency between the subject of the email and its content. If your subject is “Super Offer”, make sure to include a really good offer that could be of interest to the recipient, or you will reflect badly on your brand.
In short, we have a lot of data about our customers that we need to use to deliver personalized offers and content to them in order to gain their trust and brand loyalty, and move them forward in the Sales Funnel.