3 good intentions that pave the way to low sales hell (low email sales hell, to be precise)
Have you ever received advice that, while given with utmost confidence, seemed a touch... off? We remember a classic from our childhood: "Suffering from hiccups? Take a sip of water, spin around three times, and jump. That will do the trick." It was shared as though it was a universal truth.
In the realm of email marketing, there are similarly misguided notions. Here are a few we've encountered:
Don’t email your contacts too often – thinking once a month is enough? Here's the thing: email frequency is subjective. What feels excessive to one person might feel scarce to another. There are industries, like personal development or fashion, where people genuinely enjoy daily updates. However, in areas like B2B, a daily email might be seen as overkill. The key is understanding your audience.
Email only when you have substantial news – this often means only when there’s a sale. It's a missed opportunity, especially for DTC brands. These brands invest heavily in creating engaging content for their social platforms and websites. Why limit their email communications to just discount codes? Email is a great avenue for deepening connections with your audience. Share compelling content consistently and see your subscribers become more invested in your brand.
If they don’t open your email - send it again, thinking they might have missed it? It's best to refrain. If they didn’t open, there's likely a reason. Or, perhaps they never even saw your email because of past deliverability issues. Now your emails might be getting lost in the spam folder. Instead of resending, focus on improving your content quality. Also, consider strategies to enhance your deliverability. Getting your emails back into the primary inboxes might require effort, but it’s an investment that pays off.
If you’d like to cut through the noise with your email marketing strategy and employ some experts, we’d love to help! Get in touch to explore how we can help your business with personalised strategies!
