Email marketing works. It’s been proven time after time with hundreds of metrics. Perhaps the most compelling evidence of all is the incredible return on investment that it can provide.

If you don’t believe it, then perhaps you are doing something wrong. In fact, there are a few common mistakes that many people make with their email marketing. If you are failing to connect with your prospects and you aren’t seeing return on your efforts, then you may need to change your strategy.

This means reviewing your techniques, evaluating your data, and adapting your campaigns to increase their effectiveness. It’s important to realize that there is no perfect email template, but there are some mistakes that should be avoided at all costs.

5 Common Email Marketing Mistakes

Too Many Words – A classic mistake in email marketing is using too many words. People are overloaded with emails everyday, so trying to pull them in with long form copy just isn’t effective.

“Instead, your only goal should be to elicit a response — and you can do that with just four-to-five sentences,” recommends Marc Wayshak, contributor to Entrepreneur. “Keep your emails short and to the point. Don’t write too much.”

The Car Salesperson Pitch – People are aware of when they are being marketed towards. When they read something that is packed full of sales terms and pitches, they will probably lose interest quickly.

“You may think you’re sounding intelligent and impressive, but you only come off as stiff and formal. Instead, write as if you’re simply talking to a friend,” says Wayshak. “Take out any buzzwords, fancy language or “sirs” and “ma’ams.” Simply be yourself, and you’ll be much more likely to get a response.”

No Personalization – Personalization isn’t just a buzzword. It’s a marketing strategy that can make a big difference when it comes to engaging an audience and trying to illicit a response. If your email marketing has no personalization, readers will just assume that they have received a template and quickly disregard your message.

“Instead, write very personalized emails, with details like the recipient’s first name and company to show that you’ve done your homework and care about them — individually — as potential customers,” says Wayshak.

Failing To Add Value – Readers sign up to receive emails because they expect to receive something of value. If they don’t see anything that is useful to them, why should they read more? A bored reader is the most likely to unsubscribe.

“Stand out from the never-ending stream of emails in your prospects’ inboxes by offering something of real value. What’s actually useful in their world? Maybe it’s a free ebook, online assessment or relevant article,” says Wayshak. “These are all great items to include in your prospecting emails to help boost your value.”

No Hooks – If your email has nothing that grabs a recipient’s attention, it will be almost impossible to get them to act. Both the beginning and ending of your email should include something that will pull your reader forward. Without something that inspires them, they

“Instead, end every email with a question that prompts a reply. A short question like, “Does this make sense in your world?” or “Where should I send this book?” will make it easy for your prospect to hit “reply” and type out a response,” says Wayshak. “That’s exactly what you’re looking for.”

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