Is Your Small Business Making These Email Marketing Mistakes?

6. Did you forget to provide useful content?

“Email marketing works best when the email’s content features a brief presentation of a typical need, problem or challenge that a company’s customers face. This content should then offer brief solutions to these problems. By providing this useful customer-focused content in marketing emails, a company positions itself as a credible leader and a trusted brand.”

– Rafe Gomez, Owner of VC Inc. Marketing

7. Are you selling too much?

“The biggest mistake is sending out a newsletter that is all about sales – selling your products and services, selling your company, asking customers to buy, buy, buy. It is much better to keep email communication editorial style and give helpful tips/tricks. Not only will you increase your open rate and build a following, but customers will also sign up for your services.”

– Michele Smith, CEO of M Communications/M Com Publishing

8. Where’s your publishing calendar?

“The most common mistake I see is lack of consistency. Permission-based email marketing is a powerful tool, but only if you use it. Don’t treat it like an afterthought, like something you’ll do when you finish all of the important work of running your business. Create a publishing calendar and stick to it.”

– Mary Ellen Slayter. Founder and Managing Director of Reputation Capital Media Services

9. Did you segment those email campaigns?

“[Don’t fail] to segment messages for the most appropriate audience. Many email marketers use the largest available list for every promotion, event and newsletter, which misses the mark for most of their subscribers. Small business owners must identify the proper audiences before sending emails.”

– Howard Franklin, CPO of Influence Factory