{"version":"1.0","provider_name":"123 Reg Blog: Small business tips, insight and advice","provider_url":"https:\/\/www.123-reg.co.uk\/blog","author_name":"Nick Leech","author_url":"https:\/\/www.123-reg.co.uk\/blog\/author\/nick\/","title":"Swift 6: Six common email marketing mistakes | 123 Reg Blog","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"4JeaCWk5x1\"><a href=\"https:\/\/www.123-reg.co.uk\/blog\/videos\/six-common-email-marketing-mistakes\/\">Swift 6: Six common email marketing mistakes<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/www.123-reg.co.uk\/blog\/videos\/six-common-email-marketing-mistakes\/embed\/#?secret=4JeaCWk5x1\" width=\"600\" height=\"338\" title=\"&#8220;Swift 6: Six common email marketing mistakes&#8221; &#8212; 123 Reg Blog: Small business tips, insight and advice\" data-secret=\"4JeaCWk5x1\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script>\n\/*! 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Before you hit send on that latest batch of marketing emails, have you considered that you could be getting things wrong? Email marketing is really easy to do, and that means it\u2019s really easy to get wrong. In this latest Swift 6, I\u2019ll be taking you through six of the most common email marketing mistakes and how you can avoid them. Even if you think your email marketing is already effective, this video could help you take things to the next level. As always, if you\u2019d rather read my script is below the video. Oh, and here\u2019s that Google Analytics setup guide I mention. \u00a0 Hide Transcript Hello and welcome to another 123 Reg Swift 6. This week we\u2019ll be looking at common email marketing mistakes and how to avoid them.1 \u2013 Not getting permission If you\u2019re simply adding everyone who does business with you to your email list regardless of whether they actually want to hear from you, your messages are likely to be viewed as spam. To make things worse, you could even be breaking the law. Make sure everyone who signs up to your email list actively opts in. If you limit your emails to people who actually want to hear from you, you\u2019re far more likely to make sales from it. On top of that, you won\u2019t have any legal issues to worry about. 2 \u2013 Outdated design 60% of the emails you send will be opened on a mobile device. That means if your emails aren\u2019t designed to be read on mobile screens, you\u2019ll end up missing out on clicks and sales. Top of the range email marketing tools, such as the one offered by 123 Reg, will let you send mobile-friendly emails with ease. 3 \u2013 No personalisation If you\u2019re calling everyone on your email list \u201cDear valued customer\u201d then they\u2019re not really going to feel valued. Personalisation is a must \u2013 according to Experian personalised emails can boost email marketing revenue by up to 500%. You don\u2019t have to spend hours writing each individual email. Just make sure you use an email marketing tool that allows you to address customers by their name when you get in touch. 4 \u2013 An irregular schedule People who have signed up to your email marketing list should know when they\u2019ll be hearing from you. If you send a weekly newsletter, tell them that\u2019s what they\u2019ll be getting when they sign up. After that, you need to stick to your schedule. Customer who sign up for a weekly email then don\u2019t hear from you for two months are going to forget about you. And if that happens, don\u2019t expect them to open your email. 5 \u2013 Bland and repetitive offers If you\u2019re email people every week with a special offer, then they\u2019ll quickly conclude that the offer isn\u2019t special at all and your emails aren\u2019t worth paying attention to. Be sparing with these kinds of message and don\u2019t email unless you\u2019re going to offer a deal that\u2019s 20% or more off your prices, or offering 20% more value 6 \u2013 Not measuring ROI Of course, your email tool should give you detailed reporting about the number of successful sends, bounces, unsubscribes, opens and click through rate. But you really want to know what people do after they arrive on your site. You want to know if they signed up, asked for more info, or purchased. If you\u2019re not measuring the return on investment of your email marketing, then you can\u2019t be sure whether your campaigns are working or not. Set up Google Analytics to track conversions and then tag the links in your emails. That way, you\u2019ll be able to track the revenue generated by each email you send. Now, if you haven\u2019t got Google Analytics set up, this might sound a bit intimidating. But I\u2019ll include a link to an article that will guide you through the process below. So that was \u201c6 common email mistakes\u201d. I\u2019ll See you next time."}