6 Email Marketing Mistakes That Are Killing Your Conversion Rate

By Khalid Saleh

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Email marketing is one of the most powerful weapons in your arsenal, when done right. While most marketers can capture leads and even get subscribers to open their mails, most of them struggle to turn readers into customers.

What could be the reason behind poor email marketing conversion rates? At this post, I’m going to show you 6 deadly email marketing mistakes that you might be making, and how to fix them.

1) Your subject line is overhyped and it doesn’t match with the body copy

We’ve all read articles like “How to come up with a subject line that gets your email opened.” There’re even websites like subjectline.com that will give your subject line a “score” based on how likely it gets opened.

For instance, the website scored the subject line “So What Happened at the Oscars” from Buzzfeed 86 out of 100.

Here’s what you need to know about such approach: subject lines that get you more “opens” don’t necessarily lead to better conversions.

Sure, baited headlines might get more clicks, but after some time people stop trusting brands that practice such tactics. When an email has very little substance to offer, it’s only a matter of time for people to mark it as spam.

As a result, you must keep your subject lines simple and to the point. Always remember, the best subject lines don’t sell what’s inside, they tell what’s inside. Let’s explore this with an example:

email example

I doubt if anyone truly knows the ‘guaranteed’ way to be successful. Also note the misspelling – an easily correctable mistake that can make or break your marketing campaign.

In contrast, this headline “How I run a 100% virtual team” from Ramit Sethi, tells the reader exactly how Ramit Sethi runs his virtual team, complete with screenshots.

email open rate

It’s acceptable to some extent to encourage people to click, but if you constantly let down your audience with the email content it will have a long-term adverse effect.

2) Your email contains too many CTAs

Every business has a specific goal with its email marketing campaign. This might be to get more clicks to a blog post, to get readers to sign up for a webinar, or share free content to build and segment a mailing list.

With this in mind, it’s important that your emails include no more than two CTAs. This would help you to eliminate confusion which in turn would encourage you recipients to take your desired action.

As The Often Overlooked but All-Important Email Navigation bar

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