6 Email Marketing Mistakes to Avoid in 2022 – CMSWire

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By | Mar 14, 2022
CHANNEL: Digital Marketing
Email marketing is one of the most personal forms of digital marketing. In the wise words of Henry Ebarb, CEO and co-founder of Eightfold, “Getting access to someone’s contact information is about as close of a touch point as you can get to your customer.”
When users opt in, your organization interacts with them on a deeper level. Email makes it easier to gain trust, build loyalty and, most importantly, keep a steady flow of patient appointments.
Because it’s so important, how can you ensure you don’t make mistakes that break trust between your brand and your audience? Here are some of the top email marketing mess-ups to avoid this year.
One of the first steps to any new email marketing campaign is to have a product or service to promote, as well as a defined audience for that product or service. Automation tools allow you to segment your subscriber list based on specific attributes, like age, gender and interests. Fleshed-out content, personalization and workflow will come later.
Once you know what product or service you’d like to promote, you can segment your list and define an audience to target. For example, to promote the COVID-19 vaccine, UCLA Health sent emails on a rolling basis to specific patient populations. They worked with population health to prioritize and invite the highest risk eligible patients first. Messages were segmented based on language preference (English vs. Spanish) as well as patient portal activation (active vs. inactive).
The campaign was a massive success; the unique open rate for the vaccine invitations was consistently above 60%.
Related Article: Turbocharge Your Marketing Strategy With Email Automation
Does your email marketing strategy begin and end with e-newsletters you send to a broad audience?
No single newsletter could possibly meet the needs of all subscribers. What’s the most efficient method of delivering the right content to different audiences? How will you know if you were successful? When you commit to marketing automation, the answers are at your fingertips.
Marketing automation uses tools and data within your CRM to deliver custom content based on your audience’s interests. Automation makes it possible to:
Do you recreate your emails from scratch each time you send one? Or maybe you use a generic template that doesn’t match your brand style or stand out in any way?
One mistake that some email marketers make is not prioritizing custom template design. You can streamline your email marketing efforts by taking the time (and budget) to create well-designed, professional templates. Then, you can run A/B tests to see which design templates resonate best with audiences.
This year, ditch the WYSIWYG (what you see is what you get) template builders, which have limitations and restrictions. Custom template creation gives you unique content blocks that look crisp and clean, yet on-brand.
Related Article: 6 Ways to Review and Improve Your Automated Marketing Emails
When it comes to email marketing, how bold are you?
When trying to stand out, simplicity rules. You have few words and little time to demonstrate that your email is worth a click. A thoughtfully-crafted subject line and snippet along with a good mobile experience can slow your subscriber’s roll so that they absorb every juicy detail.
Here’s how:
Once you’ve enticed users with your exceptional topic and easy-to-read format, they’ll expect regular emails from you. It can be challenging to keep developing fresh content — especially if you’re managing newsletters on multiple topics. But you don’t need to reinvent the wheel.
How to feed the content beast:
Related Article: B2B Marketers: Make Your Email Newsletter a Thing
Some newsletters will be more successful than others. Analytics provide valuable insights into what’s resonating with audiences and where there’s room for improvement. This information is available in real time, so check early and often — and be responsive to what the data shows you.
Jennifer Coffman, email marketing manager at Cleveland Clinic, told me, “If you’re not managing the campaigns and understanding the behaviors and overall data, it can affect your relationship with your audience and your company’s reputation. Don’t set and forget.”
In 2022, it’s time to rethink your email marketing initiatives. It’s time to ditch the common mistakes above and take your email marketing to the next level. Make this the year email marketing has the biggest impact for your business.

Ahava is the president and owner of Aha Media Group, a content strategy and content marketing consultancy founded in October 2005.
Ahava is passionate about content and prides herself on tackling the toughest content projects — from healthcare to higher education to hip-hop (seriously).
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