The Most Common Email Marketing Mistake

email marketing mistake

Did you know that the top features of Marketing Automation used by marketers are email marketing (89%), lead nurturing (84%), and integrations such as CRM, mobile, and social? These capabilities have created a new type engagement process. And while all of this is well and good, marketers are still making a common email marketing mistake.

Leading marketers have understood that email is the most important channel of engagement with prospects because it has the ability to connect with customers on a 1:1 level. So what is actually happening that is still causing a problem for lagging marketers in their efforts to close more deals through email?

Marketing automation works to rid marketers of the tedious, repetitive tasks of email marketing, but many marketers are making the email marketing mistake of not personalizing their communications with customers. According to DemandGen, 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. What’s more, according to Experian, personalized emails deliver 6x higher transaction rates.

Personalization: The most common email marketing mistake

Let’s explore the 2 main reasons personalization is so important to email marketing.

Customers feel like they are a priority

Research shows that those who are made to feel important in interpersonal relationships are more committed and receptive to the other person. So when we translate this to buyers in the digital space, when we personalize our messages to our recipients, they gain a positive disposition toward our efforts and offers. Top marketers are avoiding the email marketing mistake by personalizing subject lines and the bodies of emails, incorporating their names, and speaking with them with the understanding of their positions, their demographics, and lastly – their needs.

Targets their individual needs

When we understand the needs of our buyers, we are able to tailor messages that respond to that level of need. The most important thing for us to know about our customers is what it is they want. When we do – we’ve got it made; because we can tailor messages according to what it is they are looking for. Make the right offer, and buyers are ready to make a deal. Each customer is at different stages of the sales cycle. That means that messages have to be tailored to each individual buyer. When you’ve accomplished that, your efforts and goals come to fruition.

Are you guilty of not personalizing your email messages? That’s the email marketing mistake you need to rid yourself of. Marketing automation can get you there.

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Richard Cunningham

Richard Cunningham is a veteran of the software industry, serving in executive marketing roles with companies ranging from start-ups to Fortune 100. As marketing vice president at Right On Interactive, Rich provides leadership for corporate marketing, lead generation, and product marketing. One of his passions is creating digital campaigns that produce sales-ready leads. Rich is also a voice-over talent, and is often heard as the voice of online “explainer videos.”

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