Inclusive Marketing- Why your brand needs it

Inclusive Marketing

Inclusivity- What’s that all about?

The brands of yesterday sold on the premise of exclusivity. It was all about being elite. Not anymore. Today, we’re focusing on being authentic. Being real. Being relatable.

Today, we’re making sure that we don’t alienate anybody. We’re trying to make everybody feel included.

Why should I go with Inclusive Marketing?

Inclusiveness is good for business. In addition to being the right thing to do, being inclusive also works wonders for your bottom line.

Inclusive Marketing makes you and your audience feel good. That’s probably got something to do with Kantar’s findings. They show progressive advertisements being 25% more effective than non-inclusive ones.

In 2018, Accenture found that 70% of Millenials would choose a brand that demonstrates inclusion and diversity over one that doesn’t.

The world is changing. People expect more from businesses. You can’t just give them a product and expect them to be happy. That won’t work.

Customers want you to contribute to society. In fact, Salesforce research has shown that 90% of customers believe that businesses have a responsibility to the world. They believe that businesses need to have a positive impact on the world.

What happens if I miss out?

Well, best-case scenario, your business won’t grow. Here’s what’s more likely. Your audience will notice your exclusive behavior, call you out on it and your business will be a hot mess.

Don’t believe me? Just ask the folks over at Victoria’s Secret.

Victoria’s Secret- Stuck In The Past

Imagine a company that sells women’s products but has all their marketing aimed towards making men happy.

That’s their biggest problem. Victoria’s Secret was started in 1977 because the founder (a man) didn’t like how the women’s undergarments of the era looked.

So, for over 4 decades, they focused on marketing that catered to the taste of men. When their users were women. Not the smartest idea.

To make it worse, they decided that all their models had to subscribe to a certain archetype. Tall, slim, mostly white. Other women couldn’t relate to them. They continuously rejected the idea of adding women of different body types to their lineup of models.

That’s where they messed up. They were subliminally sending a message saying, “If you’re not tall, slim and white, you’re not beautiful”.

For some reason, they didn’t realize that they were alienating the majority of the women of the world. And, as these women started expressing themselves, Victoria’s Secret started facing major backlash.

In late 2018, the CMO of the parent company behind Victoria’s Secret, L Brands, said that he didn’t want to cast transgender or plus-sized models for their annual fashion show “because the show is a fantasy”. Over the next year, their stock proceeded to fall by 40% and they announced that they were closing 53 of their stores in the US.

A year after the comment, in November 2019, Victoria’s Secret announced that they would no longer have their annual fashion show.

So much for that ‘fantasy’.

Wow, I don’t want to go that way. How do I start off with Inclusive Marketing?

Glad you feel that way. The good news is that it’s not that hard to make your marketing campaigns inclusive.

Here’re a few things to keep in mind.

Destroy Stereotypes

destroy stereotypes

Listen to Elrond. He speaks the truth

Stereotypes have no place in today’s society. Your marketing campaigns are sure to take off if they don’t just break stereotypes but completely destroy them. 

Unilever understands this. They even conducted an experiment with their marketers, to help them change their perceptions.

Unite the world with a common love

That was Coca Cola’s game plan for their “I’d like to buy the world a coke” ad in 1971.

They took people from all over the world, got them together on a beautiful hill in Italy and had them sing a song filled with positivity. People from a variety of races were included in the ad which sang about buying the world a coke and sharing love. 

It united people across the world with their love for a good bottle of Coca Cola.

The result? The company received over 100000 letters about the ad. Listeners were continuously calling radio stations, begging them to play the song.

They even released a record version of the commercial which became a Top 10 hit. It sold more sheet music than any other song in the previous decade. 

Coca Cola really struck gold there. They not only got the world to see them in a new light, but also got people to pay to see their ad.

Progressive Gender Portrayal

Don’t dare make the mistake of portraying women as the weaker sex. That supposedly weaker sex will destroy your brand if you do that.

No more damsels in distress. No depictions of women giving up on difficult tasks. Definitely no women being beaten up by men.

Now is the time to show the power within women. Show them leading organizations. Show them as star athletes. Show them winning against men.

Nike’s ad with Serena Williams was a brilliant example of this. It asked women to ‘Dream Crazier’. It recognizes that men insult women by calling them crazy. But it asked women to show these men what ‘Crazy’ can do.

The voices of the people

If you’re trying to connect with a certain group of people, include voices from those groups. 

It’s horrible when you try depicting a certain group, but cast actors who aren’t from that group. Fantasy movies & shows have always faced backlash when they cast regular sized people to play dwarfs. 

On the other hand, ‘This Is Us’ got a wonderful response when they actually cast a legally blind actor to play the role of a visually impaired character. 

But don’t just include them as actors or voice-overs. Include such people in the creative process. Their experiences would give you insights that you could never have imagined on your own. Include them in the planning and writing phases. If your content is going to talk about people from the LGBTQ+ community, don’t get a straight, cis person to write it. Get someone who’s lived as part of the community to drive the creative process. That makes it more authentic.

Start with your company culture

You can’t really dive into Inclusive Marketing if your own work environment does not believe in diversity and inclusivity. Diversity in your company could be a major strength because you’ll have access to a variety of viewpoints.

The different experiences that they have all gone through will certainly add value to your campaigns. They’ll also help you understand your customers in a better manner.

Brands that embraced Inclusive Marketing.

Fenty Beauty

Rihanna and the folks over at Fenty built an incredibly inclusive company, without even saying the word ‘Inclusive’. They were thinking, ‘Talk is cheap. Let’s do something’.

Rihanna’s vision is ‘Beauty For All’. So, where every other beauty brand offered only a few shades of foundation (that didn’t work for everyone’s complexion), Fenty pushed out 40 shades. They later increased it to 50 shades.

This put a lot of pressure on pre-established beauty brands. Covergirl, Maybelline and Dior all have about 40 shades now. MAC actually has 60 shades.

Microsoft- Reindeer Games

Microsoft realized that differently-abled kids had to miss out on the joy of gaming. This was simply because the controllers were not built for them. So, they built controllers specially designed to let such people play on their X-Box.

Bumble- Find them On Bumble

Bumble decided that they didn’t want to showcase random models. They wanted the world to get to know the real, genuinely interesting people that they could meet on Bumble. Their idea was that every connection adds value to your life.

So they had a photoshoot for the real Bumble users that they found in New York and interviewed them. They even created a dedicated, Find Them On Bumble Instagram page.

AXE- Find Your Magic

Probably the most fast-paced, inclusive and fun ad I’ve seen in a while. While every other deodorant company depicted well-muscled, greek gods of men using their product, AXE starts off asking, ‘Who needs a 6 pack?”.

The premise of the ad is that you don’t need any other thing, because you have your thing. You don’t need to subscribe to anyone else’s standards of amazingness. You have your own magic.

P&G- The Talk

P&G dealt with a serious topic in a campaign titled- The Talk.

It showcased the hidden talks that African-American mothers have with their children to ensure that they stay safe. Their goal was to make the world aware of these conversations, so that one day, African-American parents would not need to have these conversations.

Conclusion

It pays to be inclusive. Literally. And now’s the best time to start. 

Inclusive Marketing is here to stay, you’ve got to make sure you’re doing it right.

Supplement your marketing efforts with an award-winning marketing automation software. Let LeadMi find your leads so that you can focus on making them feel included.

Social Selling: How To Generate Sales On Social Media

social selling | social media sales

Social Selling- you’ve heard about it. But you’re wondering, ‘Why on earth should I try selling my product on platforms that literally just have teenagers dancing to dubbed music?’

It’s time to answer that question. 

For starters, social media is evolving. It’s no longer just a place for people to waste their time and talk to their friends. People are looking for real value there. With the rise of influencers like Gary Vee, people are looking to learn something new. The content that gets the best results on today’s social platforms is content that educates the audience (while entertaining them).

People are even conducting research on social media now. If they want to know how to solve a problem, they’re looking for a solution on social media. So, it would be a real shame if you weren’t there, with the answer to their problems.

Okay, so I can sell on social media, but how?

Well, social selling is not all that hard. Social media is a powerful tool both for lead generation and for sales. All it takes is a little effort and some good insights.

Step 1: Establish Yourself As An Expert

You don’t need to be a celebrity to leverage social media for sales. But, you can’t rake up a phenomenal amount of sales if you’re completely unknown.

You need to position yourself as an authority on the problem your customers are dealing with. It boils down to value. Give them content that they can benefit from. Forrester research shows that 62% of buyers can develop selection criteria and finalize vendors lists based solely on digital content.

 Get them to trust your opinion. Once that happens, they’ll feel much better about purchasing a solution that you offer. 

Step 2: Engage

While putting out content is good, that’s not the only thing you need to do. You can’t just sit back, expecting people to find your content and make a purchase immediately.

You need to engage with other users. Comment on other people’s posts and reply to those who comment on yours. You’re looking to build relationships over here.

It’s important to come off as someone authentic, not as some sort of scammer. So when you engage with people, talk about them, not just about what you’re selling. Let them know that you relate to them and then offer them your product as a solution.

Step 3: Reach Out

Identify potential leads and reach out to them. But please, don’t make it sound like a cold call. If all you do is send connection requests on LinkedIn and directly pitch your product, you may not get results that justify the energy you’re spending.

Once again, you need to establish a relationship. Talk to your leads about the issues they face in their industry and show them that you relate to them. Empathize with them. Now, offer them your solution in a way that sounds like you’re actually trying to help them. That approach works much better than coming off as the guy who’s just trying to boost his commissions.

Psychology backs this up. Why do we hate cold calls? Because the caller is just talking about themselves- ‘Their company, their product, their features…why should I care?’.

Everyone has a common favorite topic of discussion- themselves. Get a lead to talk about themselves instead of running in, guns blazing, talking about how amazing your product is. Do that, and you’ve got your foot in the door.

Nice, but how do I know if I’m doing it wrong?

Good question. Here’re a few mistakes that most salespeople make while testing the waters of social selling.

Just A Cursory Glance

If you think your prospect’s social profile isn’t important and their designation tells you all you need to know to make a sale, you’re missing out. Going through your lead’s profile could give you selling points that you could not have simply imagined on your own. Put the social back into social selling. Learn more about your prospect and find a way to use that knowledge as a selling point.

Focusing On The Numbers

Concentrating your efforts solely on sending out as many messages or connection requests as possible is not a good idea. While it sounds good on paper, it usually means you’re just spraying and praying.

Get strategic. Pick out leads which you think you have a higher chance of converting. Now focus on developing relationships with them.

Sharing Only Promotional Content

Sharing only promotional content, makes you look like the guy who’s simply trying to rake up higher commissions. Why would anyone engage with you if you only care about selling your product?

You need to have a good mix of informative, value providing content, and your company’s promotional content. It’s important that your profile has a helpful vibe to it.

No Personalization

Send the exact same message to every one of your leads and you’re shooting yourself in the foot. You need to personalize your messages. And go beyond just adding their names. While that’s a good way to get them to start reading, if that’s your only personalization, it’ll be obvious soon enough.

Going back to our point about going through the lead’s profile, you need to frame your message for the reader. Make it look like you’re trying to help them individually.

If it’s too hard to scale this and you’re pressed for resources, at least try framing a few templates for different kinds of leads that you can edit according to the individual lead instead of having to come up with something completely new. 

At the end of the day, you need to frame your messages to look like you’re personally reaching out to someone to solve their problem, not just to sell something.

Conclusion

Social selling has been around for a while. But now you’re equipped to go about it the right way. It’s time to set yourself apart. Don’t be like other salespeople who’re making it obvious that they just care about making a sale. Focus on building relationships.


You need to find leads worth building relationships with. But you don’t need to waste your time on the lead generation process. Let LeadMi focus on generating leads for you, while you concentrate on building and nurturing relationships with those leads.

Social Media for lead generation 

social media leads

How’re you expecting to generate leads on platforms where everyone’s posting about food… and dogs…and dogs eating food?

Here’s a guide to help you stand out from the crowd.

How to generate Social Media leads

Social Media leads convert at a 13% higher rate than leads on other media. But you need to do more than your average post in order to make a real difference. Experiment with different strategies, test out different kinds of posts and formats and watch the magic happen.

Strategies for generating social media leads

The most beautiful part of social media is the flexibility that it offers. There’re a million and one ways to engage with your audience. Don’t constrain yourself to the basic post that literally every one of FaceBook’s 2.4 billion monthly users is uploading (without even considering the users on all the other platforms).

Here’s a breakdown on some of the most effective steps you can take to leverage social media for lead generation:

Go beyond LinkedIn

LinkedIn isn’t the only place where your social content should live. Sure, it’s a great pool of opportunity, but make sure your content gets to explore the rest of the social media world. Experimenting with new platforms can get you a wider audience. Even though there may be a slight overlap, not everyone who follows you on other social media will be a part of your LinkedIn audience.

Switch up those CTAs

They’re not working out for you, you wouldn’t be here if they were. It’s time to move on and implement some new CTAs. Experiment a bit, have some fun and figure out what works best for you.

Here’s a quick rundown on how you can revamp your CTAs:

Viva La Revolution

Make your CTAs sound revolutionary. The world doesn’t want the same old stuff, and if they do, you don’t want to target them. After all, why would anyone satisfied with their current state want to do business with you?

Use CTAs that sound like you’re doing something radical, something visionary. People love something novel, here’s your chance to give it to them.

Let’s be Comedians


Would you rather click on something that bores you to sleep or something funny enough to get you falling out of your seat? I thought so too. Make them laugh, they’ll thank you for it.

My Precious

Like Gollum, we all want something valuable. Make the value clear in your CTA and they’ll line up to give you their information.

Run Forrest, Run!

If you give them a chance to casually stroll around, that’s exactly what they’re going to do. To get them to hurry up, you’ll need to create urgency. We humans love saving our energy, we’re not going to take action unless we have to. Make your audience feel like they have to take action right away. Use words like ‘Now’ to make them take action, instead of postponing it indefinitely.

Let The Games Begin

We all want some fun in our lives. And we definitely love prizes. Hosting competitions on social media is a great way of generating leads. Allow the would-be participants to compete only after they furnish their contact details. Now you’ve got yourself a readymade group of people who’re genuinely interested in what you have to offer.

Make it better by offering a product or service of your own as the prize. There’s ample evidence suggesting that some of those who don’t win will actually purchase your product/ service to placate themselves.

Stay Active

When you keep your self active, you’re strengthening yourself. When you write in the active voice, you’re strengthening your copy. Sure, the passive voice can be appropriate in some places, but that lies to a greater extent in the world of literature. Creating social content that facilitates lead generation is a task much better done using the active voice.

FREE, FREE, FREE

Don’t you just LOVE free stuff? So does your audience. When you offer them a free trial, they’re more likely to trust your organization. When trust enters the equation, it blazes a path for sales to follow.

Software companies have experienced a 60% conversion rate after offering free trials. Free trials get your leads into the door; once they’re in, it’s fairly easy to convert them into customers, especially if you’re selling a high-quality product.

Big Brother’s Watchin’

Keep your eyes peeled at all times, never know what you may see. Through social listening and monitoring, you can observe the market. See what everyone is talking about with regard to your keywords and topics of interest and even about your competitors.

Imagine this scenario, someone’s talking about the problems they’re facing and since you’ve been listening, you can offer to solve their problem. Here’s another situation; your competitor’s customer is talking negatively about her experience with them, you can swoop in and pitch your product to her.

Without social listening and monitoring tools, you wouldn’t be able to do this at scale. Don’t miss out on these easy targets, start employing a social listening and monitoring tool today.

To Gate Or Not To Gate, That Is The Question

Creating gated content is the easiest way to generate leads. After all, the viewer has to enter her contact details in order to view the content. But complicating the process could very easily deter the viewer from trying to consume the content in the first place, significantly reducing engagement.

Here’s how you go around this.

Segregate your content into ‘Top of Funnel’ and ‘Bottom of Funnel’ content. 

Top of Funnel Content

Customers at the top of the funnel are essentially searching for answers and solutions rather than specific brands. They’re curious, but not ready to make a purchase.

Content like blog posts and awareness stage videos work really well here. The point of such content is to reel the audience in and get them to start engaging with your content. Gating such content would be a horrible idea since they haven’t gotten a taste of your content yet and would not be inclined to make the effort to provide their details. If this content is gated, they may just ignore your content altogether and instead of gaining leads, you’ll lose engagement.

Bottom of Funnel Content

By the time they reach the bottom of the funnel, your potential customers are hooked. They know for a fact that your content brings value to them, and they may even be considering making a purchase.

Here’s where you could experiment with gating your content. Create high-value content in the form of seminars, E-Books, etc. and ask the viewers to provide the contact details before granting access to the content. You’re essentially making their contact information their ticket to consume that content. Now you have a list of leads who are highly interested in what you have to offer and should be easier to convert into customers.

social media leads sales funnel content

So Emotional

Emotions drive us. Two in particular work better than the others; Fear and Greed. Greed’s pretty good on its own. Fear’s even better. But a marriage of greed and fear is content that can really cause the readers to take action.

Arousing these two emotions can cause a stir in the hearts and minds of your readers. And when you have both their hearts and their minds, selling becomes an easy task.

Make them fear missing out on your revolutionary product/ service. Show them how much they stand to benefit from using it. Take them on an emotional rollercoaster in your content, and they’ll be hooked. Generating social media leads becomes the easiest thing once you figure out how to thrill your audience with this emotional ride.

Don’t treat them the same

All social media are not built the same. It’s similar to TV channels. You go to different channels to consume different content, likewise, you go to different social media platforms to consume different types of content. 

Just like you wouldn’t switch to HBO if you want to catch up on the news, you wouldn’t go to LinkedIn if you want to consume some lighthearted, amusing content.

Keep the audience’s objective in mind when it comes to different platforms and curate your content to cater to those objectives.

Make it scarce

People naturally want what’s hard to get. If something’s not easily available, it’s demand goes up exponentially. You can very easily create the illusion of scarcity by mentioning a limit within your CTA.

When you know that something’s going to be unavailable soon, you’re going to make the effort to purchase as much as you can, as soon as you can. When your customers know that registrations are going to close soon, they’ll register right then instead of putting it off to a later time.

Try something new

Push out of your comfort zone. You only grow when you’re uncomfortable. Experiment with different forms of content. If you’ve only been using still images, use gifs and videos. Do something new, there’s always scope for improvement.

Conclusion

Social media can be an invaluable source for lead generation. In fact, it has a lead-to-close rate that’s almost double that of outbound marketing. For better lead generation, supplement your social media efforts with a marketing automation tool. LeadMi crawls the internet, finding high quality leads for you to convert into customers. Try it out today.

Email Marketing Strategies That Take Campaigns To The Next Level.

email marketing strategies

Check yourself before you wreck yourself

Our previous blog showed you how you might be messing your campaigns up. In this one, you get to see the strategies you should implement in order to rectify those errors.

This time, it’s personal

A good 70% of the world’s brands don’t even make the effort to personalize their emails. That means there’s scope for you to distinguish yourself. Personalized subject lines can improve open rates by up to 50%. There are over 280 billion emails being sent on a daily basis, that’s more than 40 per day for every single person on the planet. This opportunity to stand out from the crowd wouldn’t be one you’d want to pass on.

The current generations are among the loneliest generations ever. With populations rising steadily, instead of feeling better connected, we’re feeling even more distant. No one wants to feel like just another entry in a list. We want things designed for us, crafted with care, keeping us in mind.

Emails with content curated according to the interests of the reader in question have a substantially higher chance of generating clicks. Content relevant to the readers’ interest makes them more comfortable and inclined towards reading your emails.

It would be a good practice to get your readers to pick topics of interest while signing up for your email list. Then you could streamline your process by picking certain pieces of content for each topic and sending those to all the people who selected those topics.

Makin’ it Mobile!

35% of all business professionals read their emails on mobile devices. People want to check their emails on the go. We don’t really want to dedicate time to answering our emails, a lot of us just look at it as a task we can complete while traveling.

We know that almost 62% percent of all email opens occur on mobile devices. It doesn’t make sense then, that practically half the emails sent are not optimized for mobile.

Here’re a few tips to make sure that yours fall in the half that is optimized-

Button up

Stop including your CTAs in text. Text links are a bit harder to click, especially on tiny screens. Utilize buttons for your CTAs. These stand out and are easier to click on.

Be a detective

With device detection, emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.

Keep it compressed

Imagine this, you’ve taken the effort to create an ultra-high quality image. You’re thinking about all the value your audience will get out of it. 

And then, POOF…its gone! Your beautiful image isn’t being displayed to your readers because it’s not mobile optimized. Use a lower file size as well as a smaller image size to make sure that it’s displayed.

Ain’t got a choice

Using a lot of CTAs sounds like a pretty good idea, doesn’t it? After all, the more chances they have to take action, the greater is the likelihood of them actually taking action, right? WRONG. In fact, too many CTAs can make your readers feel like not taking any action at all. 

1 or 2 great CTAs are much better than a million mediocre ones. Any more and you’ll just make your readers experience the paradox of choice.

And you will be heard 

Your audience wants to know that you’re open to listening to what they have to say. Using a ‘noreply’ email address essentially says 1 thing to your readers, ‘I don’t care about what you have to say’.

Your emails should serve as a tool for building relationships with your readers. After all, better relations equal greater trust. And you’d only want to do business with someone that you trust.

Send your emails from an address that they can reply to.

An even better idea would be to send them from the address of someone high up in the organizational hierarchy. Your readers would appreciate this as they’d feel like there’s a more personal relationship between them and your organization.

Divide and conquer

If you know that it’s a bad idea to put all your eggs in one basket, why would you put all your leads into the same basket?

Segmentation is key when it comes to email marketing. With segmented lists, you don’t have to go with a general, ‘one size fits all’ approach to your email content. You can choose content relevant to the segmented list, which leads to them being more interested in your content.

If your content is relevant to your leads, they might actually look forward to receiving emails from you. 

Coming back to the point made while discussing personalization, you can segment your audience with ease by asking them to choose topics of interest while signing up for the email lists. Another viable option would be to consider demographics and psychographics while conducting your exercise in segmentation.

Testing…1,2,3

How often do you switch up your copy, designs, subject lines…your email content in general? Regularly? Sometimes? Never?

Well, if you’re like most email marketers, you fall under either the second or third category. And if you do come in the first category, the next question is, ‘Are you measuring the results of each variation?’.

Good email marketers change up their content every once in a while. Great ones do so often, and they measure the results. For former US President Barack Obama, doing so was the difference between getting $403,603 and $2,673,278 in donations for his presidential campaign. That’s more than $2.2 million extra from just changing up his content and measuring the results across small samples, which let his team estimate which variation would work best. 

Lead me on

What’s the one thing you need to run an email marketing campaign? Leads. But where do you get them?

One option is to buy an email list off a shady website, and hope that at least a few of these would be interested in what you have to say to them. But now you realize that at least another 17 marketers are using the exact same list. A day later, it dawns upon you that you run the risk of getting into some serious legal trouble because you have no idea whether those people even consented to being on that list.

Why would you want to deal with that mess? A better idea would be to get people to sign up to your email list. But let’s face it, that takes too much time and effort. And you need to find leads fast. Here’s your best bet, use a service like LeadMi that crawls the internet to find you the kind of leads that actually have a good chance of working for you.

You’ve used Google to crawl the internet to find you the most relevant search results. LeadMi is essentially the equivalent of Google in the world of lead generation.

email marketing strategies infographic

FAQs


Why is an email marketing strategy important?


Emails can give you a return of up to $51 for every dollar spent. But with nearly 300 billion emails being sent on a daily basis, your emails need to stand out from all the fluff. A good email strategy can help you get the most out of your email marketing efforts.


How do I optimize my emails for mobile?


Utilize buttons that stand out and are easier to click on for your CTAs. Use a lower file size as well as a smaller image size to make sure that it’s displayed. Facilitate device detection, so that your emails can adapt to the specifications of a variety of designs. This makes it easier for mobile readers to consume your content and interact with it.

Should I use a single email list or divide it?

Using a single email list does not allow you to send the readers content that is relevant to them personally. Segmentation is of utmost importance as it lets you divide your audience and send them content that they are genuinely interested in.

Email Marketing Mistakes that are killing your campaigns

Email Marketing mistakes are the last thing you want in your campaigns. Salvage your email campaigns by learning to identify these mistakes.

 7 Deadly Sins of Email Marketing

Email Marketing can be your most valuable outbound marketing tool. With a well-crafted strategy, you could make $51 for every dollar you invest in email marketing. But with over 280 billion emails being sent on a daily basis, you have to compete for your prospect’s attention. And with competition so high, to error would be practically equivalent to sin.

But be rest assured, we have your back. Here are the 7 worst email marketing mistakes. Learn how to avoid them.

Same old, same old

You’ve been at email marketing for a while now. You should be evolving. If you’re continuously using the same email messages and content, without ever switching it up, you’re missing out.

Change your emails up every once in a while. Conduct A/B tests to see which material works best for you. But don’t stop yet. This has to be a continuous process. The ones that refuse to evolve die out.

Email marketing played a very important role in former President Barack Obama’s 2012 campaign. They made a large number of variations to the subject lines of the emails and sent them to sample audiences. On the basis of the results, they could calculate the amount of donations that they could expect to receive when the used specific subject lines. The difference between the lowest-performing subject line and the best one was an amount of $2 million. Testing makes a difference.

Nothing personal

You can’t expect to catch your prospect’s attention if you never even mention their names in your email. It is estimated that 70% of brands don’t bother to personalize their emails. Make sure you don’t fall among their ranks. Rise above the crowd.

Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.

Nobody wants to feel like another face in the crowd. We all want something made especially for us. We crave personalization.

This goes beyond merely including your prospect’s name. A lot of brands send their prospects offers and news that they have no interest in. Make sure your content is personalized too. Failing to do so could cause frustrated viewers to flag your emails as spam.

Mobile what?

By July 2019, 61.9% of all email opens took place on mobile devices. It does come as a surprise though, that half of all the emails sent are not optimized for mobile. 

emails opened on mobile

In March 2017, practically 4 million adults in the UK did not utilize a desktop or laptop to access the internet. Parents, women and younger audiences were considered more likely to be mobile-only. 3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile.

Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.

Mixing it up

The greatest military leaders, throughout history, have always tried going for a divide and conquer approach. It’s a well-established technique. It works.

Take a cue from these leaders. There’s no point trying to target everyone at the same time, with the same approach. Segmentation is key. You have to divide your email list based on a few factors. Demographics and psychographics come into play here. When you curate your email content based on these factors, your audience responds better.

About 89% of email marketers do not even bother segmenting their database. No wonder most of them end up with their campaigns getting marked as spam. A segmented database allows for content that the readers are actually interested in. This would make them feel more open towards reading your emails and could be helpful in getting them to convert into paying customers.

Choices…too many choices

Ever receive an email with what felt like 50 million CTAs? Let’s be honest, you didn’t even act on a single one of them. Way too many calls to action can very easily transform into one big call to not take action. What you were experiencing is a phenomenon that psychologist Barry Schwartz calls, the ‘Paradox of Choice’.

Schwartz says that the generally accepted notion of more choices leading to greater welfare is a blatant lie beyond a certain point. Having a dozen different CTAs sprinkled throughout your email is essentially overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect.

This email marketing mistake can paralyze your readers. It’s such a huge turn off that many of your readers would avoid opening your emails in the first place.

paradox of choices

More talking, No listening

Have you ever been in a conversation and felt like the other person is not talking to you, but AT YOU? That’s what your readers are going through when you reach out to them from an email address that they cannot reply to.

Those ‘noreply’ email addresses are hurting your email campaigns in more ways than you can think of.

Firstly, it straight off the bat ruins your chances of developing a relationship with your reader. No relationships = Lower Conversions. Bad idea, wouldn’t you think?

Secondly, it just sounds like you don’t care about what they have to say. If you don’t care about what they have to say, why should they care about what you have to say? 

Thirdly, it’s just rude. It sounds like you’re telling them to talk to your hand. Don’t do it!

Can’t buy me leads

Let’s be honest. Buying an email list can be a very tempting idea. It does away with the hassle of having to individually find leads and reach out to them. But it also does away with all your chances of making conversions.

Email lists that you buy off the internet are incredibly unreliable; A. There’s a very good chance that the people those lists have absolutely no interest in the product/service that you’re trying to market; B. There are a dozen marketers using the exact same list, and C. It’s quite likely that the people on that list have not even consented to being on that list. That’s something that can get you in serious legal trouble.

A great alternative to that would be to generate your own leads (that actually have a chance of converting) with a marketing automation tool like Leadmi. It makes it really easy to generate leads that are a good fit for your product or service. All you have to do is define a buyer persona, set your match score and you’re good to go!

Rectifying these mistakes

If you’ve found yourself making any of these mistakes, you’d probably want to correct them. You’d want to make them right. Our next blog will walk you through the strategies you need to put into place in order to rectify these mistakes. Stay tuned.


What are the worst email marketing mistakes?


Using the same content repeatedly, not personalizing your content, sending too many CTAs, forgetting to segment your audience and optimize your emails for mobile, using a ‘noreply’ email address and buying email lists are some of the worst email marketing mistakes you can make.


Why is it important to personalize your emails?


You can’t expect to catch your prospect’s attention if you never even mention their names in your email. Personalized emails deliver substantially better results. A 2.6% increase in open rates has been noted in emails that include the prospect’s name in the subject line.

Should I avoid using too many CTAs in my emails?


Having a dozen different CTAs sprinkled throughout your email is overkill. It’s way too much. Instead of having a liberating effect on your readers, it has an overwhelming effect and can paralyze your readers.


Why should my emails be mobile friendly?


 61.9% of all email opens took place on mobile devices by July 2019.
3 out of 5 people check their emails while commuting, which means that they’re doing so on mobile.
Failing to optimize for mobile devices is an email marketing mistake that you should seriously try avoiding.