Is Your Small Business Making These Email Marketing Mistakes?

Entrepreneurs reveal the #1 email marketing mistake that small businesses make.

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“Email [marketing] provides you the most direct line of communication for conversion to sales … which is why the most savvy online marketers have no intention of giving it up any time soon,” Brian Clark, founder of Copyblogger and CEO of Copyblogger Media explains.

“It’s also amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), email practically pays for itself … and saves a tree or two…”

But amidst the benefits of email marketing, there are also a multitude of mistakes that can be made along the way. So, we asked entrepreneurs to reveal the #1 email marketing mistake that your small business might be making. Here’s what they had to say:


What is the biggest email marketing mistake that entrepreneurs make?

1. Did you personalize your email communication?

“Entrepreneurs often forget to personalize communication. We created a template a ‘Nice to Meet You’ template email that we forward to every new acquaintance or email address we collect. The message gives a little bit more information about our team and services. In turn, we’ve seen that more traffic comes to our sites, old contacts become new clients more quickly, and folks are more likely to interact with our brand online.”

– Christian Reed-Ogba, Founding Partner and COO of BethanyEast PR & Mgmt. Consulting

2. Have you tested new email marketing ideas lately?

“[You don’t try] out new ideas. You’ll never figure out what works if you don’t try new things: ad copy, time of day, day of the week, including graphics, etc. All of these things affect your open rate and, ultimately, your conversions.”

– Rasheen Ali Carbin, Director of Business Development at MBA Project Search

3. What about your call to action?

“Did you identify a definitive Call to Action in the message? If you are sending out an email marketing message, then you are probably trying to generate leads for your business. Without a compelling Call to Action, your campaign is not going to be successful.”

– Nicole Kimmick, Managing Director at NTK Consulting, LLC

4. Did you forget to track email marketing efforts?

“[Do you forget] to track and check the emails you’ve sent out. You can kiss your email marketing campaign goodbye once people start reporting your emails as spam. Too many spam complaints can negatively impact your reputation with Internet service providers and potential clients. Check where your emails end up, whether or not the intended recipients ever open the emails, and if they do, check to see if they click on the links.”

– Ian Aronovich, CEO of GovernmentAuctions.org

5. Do you optimize your email subject line?

“Take a cue from popular websites, such as Buzzfeed, when writing your subject lines. The subject line can make or break your open rate. A boring one will send your email straight to the trash. Design your subject line to be titillating to ensure your recipients will open the message.”

– Andi Enns, Marketing Consultant at AndiEnns.com

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