4 Mistakes to Avoid in Email Marketing

In the age of social media and smartphones, email marketing has become more important than ever. Email communication will always be one of the best ways to reach your customers and keep them engaged with your brand. To stay relevant in today’s landscape, it’s important to know some of the mistakes that could be detrimental to your business. Read 8 Figure Firm’s blog to learn more about email marketing.

What is Email Marketing?

Email marketing is a form of direct marketing as well as digital marketing that uses email to communicate with existing and prospective clients. Email marketing remains one of the most potent marketing channels especially when well integrated into your marketing strategy. When done effectively, email is an effective communication tool that can build relationships with potential customers and increase your sales efforts.

Why is Email Marketing Important?

Email marketing offers many benefits when implemented well because it is one the most effective to reach your clients. It’s a way to communicate with them in a convenient, non-intrusive way that doesn’t take up much of their time. It is also less expensive than most other forms of marketing, and it’s easy to set up and manage.

It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships, or keeping clients engaged between purchases through different marketing emails.

Email is one of the essential marketing tools that we have in the 21st century. Email marketing campaigns have a high return on investment, are more effective than social media, drive website traffic, and grow your social media following. Email is also imperative in your marketing automation efforts such as drip campaigns.

Avoid These Top Mistakes

If you want your email marketing campaigns to be a success, make sure to avoid these top mistakes.

No Call to Action

Your emails should serve a purpose, therefore, you should always have a call to action (CTA) within your email. Call-to-action buttons or links are important because they tell the client what you would like them to do. 

For example, if you’re sending an email telling your clients about your latest blog post, be sure to include a button with the link to the blog so that they can click on it to read it. Without any CTA, you’re just crowding their inbox.

As important as CTA buttons are, be careful not to overdo it with too many of them. Having too many buttons can overwhelm your client and even lead to them unsubscribing from your mailing list.

Impersonal Communication

Successful email campaigns are those that engage the audience. To achieve this, it’s important to design personalized emails. Personalizing an email can be as simple as including the recipient’s name in the subject line or sending out different emails to different segments of your email list.

Clients also like to receive emails from an individual rather than from a business or brand. So as part of your personalization, consider sending out emails using a real person’s name and signature so that your recipients feel more connected. This is likely to get your audience more willing to read your emails.

Not Building Your Audience List

How many times have you received an email and wondered where the sender got your email address? Probably too many times for your liking. This happens when email lists aren’t built organically. To make sure that your emails are going to the right people, put in place a traffic source where people can sign up for your emailing list. This could be through a form on your website or a landing page embedded in your social media posts.

Remember, once you’ve started collecting email addresses, it doesn’t mean that                  you should bombard everyone with the same content. Take the time to create audience segments based on your sign-ups. Segmentation will help you create email campaigns that resonate with your different audiences.

No A/B Testing

A lot of businesses make the mistake of not conducting A/B testing when sending out email campaigns. A/B testing, at its most basic, is a way to compare two versions of something to figure out which performs better. 

Good email campaigns require you to test and tweak your messaging through many renditions, each version hopefully increasing your open and click-through rates gradually. Eventually, you’ll have an effective email marketing system paying off for the time and effort you’ve put into it.

Speak to the Experts

Email marketing can seem tricky at first. But if you avoid making these common mistakes, you’re bound to set up successful email marketing campaigns in no time.

If you want to learn more about email marketing and how it can help your business grow, 8 Figure Firm has the right tools for you. Our Marketing.ONE program is designed to improve your firm’s marketing efforts so you can be well on your way to becoming an 8-figure firm.

If you’re ready to take your law firm to the next level, register for Marketing.ONE today. We’ll help you turn your law firm into a law business.