Number One Email Marketing Mistake
Number one mistake marketers make with email marketing is to send “Irrelevant” messages to their customers. It is not because they don’t understand that sending relevant messages drive higher conversions. It because they think that email messages are “Free” and incremental cost of sending messages to “non-target” customers is Zero. They hope that, by sending emails to everybody, some of the “non-target” customers will respond to their message thus causing overall conversions to go up. However, this is a big mistake because what they don’t realize is that ultimately they will lose the privilege to this “Free” marketing. Here is how you can see this unfolding and ways you can measure the impact In the beginning, engagement with the “irrelevant” email starts to slow down. People still open emails with a hope (if brand is one that they trust) that they might find something relevant to them. This issue will be evident in your declining (or low) click-through rate. Then when people get ti...