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It is very difficult to imagine a successful entrepreneur who doesn’t use the Internet to promote his/her products and services today. According to basic career advice from professional entrepreneurs, one of the best ways of promotion is to develop your own website and/or a personal blog devoted to your business. It will tell a lot about you, your services, and attract new customers.
7 Widespread Mistakes of Entrepreneurs while Building an Email List
If you have already started blogging, it means that you have some regular audience. Hence, it is necessary to make these people use your products or services. In this case, a huge email list for marketing will be a good tool for promotion. So, what are the most widespread mistakes that one should avoid when building an email list? Check your email lists according to the following criteria:
1. Unclear aims
Email marketing, as well as SMM, has one clear aim – to promote your products/services with the help of new visitors’ attraction. However, how to describe this aim in details? Usually, email campaigns have such goals as: delivery of high-quality content, attraction of new visitors, increasing sales conversion and revenue as well, increase brand popularity, etc. If you see all these aims clearly, you may easily understand what type of content to use for this or that email campaign, how to write marketing texts for different types of audience, and how to increase the number of subscribers in your list.
2. Lack of social proof
The presence of social proof is extremely important for your promotion regardless of what tools you use actually. Therefore, it is possible and even necessary to include customers’ feedback, statistical data, and other types of social proof in your email campaign. People from email list who will read your marketing texts need good examples to follow. Experts’ opinions about the content of your blog or testimonials of your regular visitors about your freebies are also good to be included in the letter. So, don’t forget about it: the more visitors you have now, the more visitors you will have in the future in case of good use of social proof in the email list.
3. Absence of a link to your landing page
Each letter of your mailout should promote your blog or site. Therefore, without a link to a landing page, your effort will go in vane. It is easy to develop the simplest landing page to promote your blog. The golden rule to use landing pages for promotion is “one landing for one goal.” It is a nice way to increase the number of subscribers because in this case, it will be very easy for people to decide whether your blog is worth further reading with a continuous subscription or not. In addition, you will make an impression of a person who cares about the time of his/her subscribers, and it is very good for your reputation as well!
4. Poor-quality content and clumsy website navigation
The next thing to care about is the quality of content for email subscribers. If you care about the quality of content at your website or in your blog posts, it will be rewarded. Poor-quality content, bad design of a website, and clumsy website navigation and user interface are able to repel even your core fans. To avoid making such an awful impression, pay your attention to these points in advance if you really want to increase the popularity of your blog or site with the help of personal mailout.
5. Inconvenient opt-in forms
If one of the main aims of your mailout is to increase the number of your followers, offer people to opt-in to the newsletter of your blog. Therefore, don’t forget to create an opt-in form. There are three main reasons for people not to sign up for your newsletter: first, you just forget to offer subscription; second, a sign-up form is inconvenient for readers; third, you offer subscription only once. It is necessary to avoid all these mistakes because they are able to decrease the efficiency of marketing texts in a mailout to zero.
6. Too frequent or too rare bailout
Another brick in this wall is the frequency of your mailout. On the one hand, too frequent letters are too irritating for everybody and can be even considered spamming. On the other hand, if you send letters to users from your email list rarely, it means that you are inactive, and it is a very bad sign as well. Statistics shows that one email per week is enough for you to inform subscribers about all new products and services that you may offer. In this case, your mailout wouldn’t be too frequent or too rare.
7. The lack of personalization or over-personalization
Personalization is the basis of efficient marketing, even if we are talking about email marketing. If you use the information about latest orders, past clicks, or general online behavior of your customers, it means that you care about all of them, old and potential ones. Certainly, care about customers is one of the best engines of your promotion because everybody likes it when someone cares about them. However, it is also important not to go too far with such personalization. In this case, one may think that you or your marketers are spying on him/her, and it can be a substantial reason to unsubscribe from your blog.
Although many entrepreneurs think of how to increase the number of subscribers in their email lists, especially at the very beginning of promotion, it is also necessary to care about the quality of content offered to your subscribers. Contact individuals only if you really have something to say; contact only those who indeed expressed some interest in your product or blog. In such a way, you will avoid accusations of spamming and won’t waste time on disinterested people. Therefore, if you want to change your email marketing policy properly, you know now where to begin. Just correct all above-mentioned mistakes first, if you have some of them, and you can see how these simple actions influence your subscribers.
About the Author:
Kara Erhart is a professional team building coach, ethics teacher and content marketer with 5 years of experience. Also, she works as a website analyst for ArtGrad.