For loads of small businesses, email marketing can be a powerful tool in your marketing arsenal. Even with the world of social media, automated marketing and AI developments moving along rapidly, email marketing is still a very high-performing channel, and, very importantly, one that you don't have to pay to play, unlike on Facebook, Instagram, LinkedIn or Google Ads. This means less investment for you with all the same great results - some publications estimate the average ROI for email is around 122% if done properly! Of course, like everything else when it comes to marketing your business, there are a few pitfalls you should keep in mind when email marketing to make sure getting the most bang for your buck!
Sending to the Wrong People
GDPR is also important here, since the wrong people‚doesn't just mean who you're targeting, but also who you're allowed to send things to. Under GDPR laws, which came into effect in 2018, you can't send your email marketing to anyone who hasn't actively opted into it. That means no pre-ticked boxes, no ‚ just send it to the full customer list and no buying email lists from some guy on Fiverr. If you're not sure whether you're allowed to send someone a marketing email under GDPR, err on the side of caution, since plenty of big companies have been caught out by the regulations.
Too Much of a Good Thing
There's nothing worse than an inbox crammed full of things you don't care about! Most of us get what feels like hundreds of emails every day, with varying levels of usefulness! Old magazine subscriptions, Wagamama's voucher codes, updates on your house search, recommendations from ASOS, the list goes on! When you're sending emails, it's important to make sure that you're sending things that are actually useful, and that when you don't have something to say, don't bother!¬†Of course, every industry and company will have their own parameters of what ‚ too many emails‚Äù looks like, but it's always key to keep an eye on your unsubscribe rates and make sure you're not overloading your precious subscribers.