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eCommerce Email Marketing Mistakes You Don’t Want to Make

Posted by Amanda Brooke on Wed, Sep 30, 2009 @ 07:09 PM
 
Make no mistake about it, ecommerce email marketing is HOT.

But, although this richly rewarding free marketing technique can net you a lot of increased sales, there are things you definitely do not want to do!

Here are some of the top email marketing mistakes:

  • Asking for too much information. Your main objective is to get the email address. Yes, you might find it ever so helpful to get an age, name, location, etc. But those things are extras. For a successful email marketing campaign, all you really need is the email address. So, tempting though it may be to try and mine a few more gold nuggets of information in an email sign-up…don’t. Keep your eye on the ball, which is the address. Requiring too much info will cause a lot of people to bail and you’ll wind up with nothing.

  • Not unsubscribing when asked. One of the most often made and extremely annoying mistakes made in email marketing is refusing to unsubscribe someone after they specifically request to be removed from your email list. Please don’t do this. Besides creating all manner of ill will and bad PR for your ecommerce business, the majority of people will simply hit the Spam button and before long you’ll find yourself blocked and banned from AOL and many others.

  • Sending too many emails. Naturally, you want to promote your ecommerce business and boost your bottom line with more sales. Sending emails to let the people on your mailing list know about new products, special discounts, contests, sales and so on in the hope that they’ll click though and make a purchase is the whole idea behind email marketing. But don’t overdo it. The average internet user gets up every morning to find their inbox crammed full of emails. A lot of those are deleted almost as a reflex. If you deluge your customers with trivial emails, you will soon be either unceremoniously dumped when they unsubscribe, or flying to the trash folder unread. 

  • Not offering something worth emailing about. When you email those on your marketing list, make it worthwhile for them to open and read the email. Offer a decent coupon, a free shipping with minimum purchase deal, a great new contest, a good freebie---something. If you send pointless emails, those on your list will stop reading them. So, always make give subscribers some sort of tasty reason to open and read emails from your business. Another point to bear in mind here is that consumers are more apt to forward your email and share a hot deal or promotion with friends and family, which is free advertising for you. 

Do have an email marketing campaign for your ecommerce business, but do it right and don’t make the mistakes that hurt your business instead of helping it! 



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