Two Silly Email Marketing Mistakes Costing You Sales
There are a lot of mistakes people make with their email marketing but I’d have to say that two of the silliest, borderline stupid mistakes people make with their email marketing are the following:
- Caring too much about open rates
- Worrying too much about unsubscribes
Caring too much about open rates
I remember I used to get so hung up on open rates. I’ve even some seen some email marketing guru’s harping on about getting an 80% open rate on an email.
I saw this on a Facebook ad, and of course, I’m not going to name who it was but all too often I see people making way too much fuss over email open rates.
Now let me get this out of the way.
Yes, I think email open rates are important but I don’t think they are the Holy Grail like many marketers will have you believe.
Facts are this. Everyone who is on your list is probably on at least 50 other lists. Really.
They are bombarded by every damn product under the sun from every guru on the planet who is claiming that their product is the bee’s knees.
They just aren’t opening every email they get from you or anyone else. It doesn’t matter if you write the most insane and creative subject lines in the world.
So to think you’re going to get insanely high email open rates consistently is just unrealistic. And yes, I’m sure there are some people out there getting massively high open rates but here is the thing.
It really doesn’t even matter.
The metric you should be caring about relentlessly isn’t open rates.
Sales are the metric you should be caring the most about. Not friggin open rates.
I used to be like this myself. I fretted over open rates. Now I really just don’t care.
Open rates don’t make my wallet any fatter. It’s sales that makes my wallet fatter.
I bet now you’re thinking, but you need to get your emails opened to make a sale. Well, yeah that’s true.
But if your copywriting skills aren’t up to scratch it doesn’t matter anyway. You could get 90% opens and still make zilch.
That’s the reality and that is why obsessing over open rates is just ridiculous.
Let me put it this way.
I’d rather write an email that has an open rate of say 32% but a sales conversion of 12% compared to an email with an open rate of 60% but 1% in sales.
You work it out. I know which metric I’d rather be focusing on.
Worrying too much about unsubscribes
I bet you’ve done it. Started worrying when you check your list and see people have unsubscribed.
You know what, it really doesn’t matter either.
People are going to unsubscribe for whatever reason. They might decide they don’t like you, you said something bad. Or they just don’t care much for your business.
Either way unsubscribes happen and are a completely normal part of email marketing.
However, they should be seen as a good thing, not the bane of every email marketer. You only want the best subscribers on your list, yeah?
It’s like your ideal client. You only want to be working with your ideal client. With email marketing, you only want your ideal subscribers.
This is another thing I used to worry about far too much. Now I really don’t mind if I see people have unsubscribed. In fact, it should be celebrated.
The best subscribers love your work, your business, and your brand.
The worst subscribers, well, they shouldn’t even be on your list anyway. Which is a good thing they unsubscribe so you don’t have to do it for them.
What should you care about then?
That’s really it.
Are your emails making you sales?
Do you know how to craft a persuasive email that gets people hanging off your every word, excited to click and buy from you?
These are the things you should worry about with your email marketing.
All the other stuff is just crap. It’s crap that get’s in the way and affects your judgement. Mostly, it’s crap that’s perpetuated by other email marketers so you’ll buy their product.
Really. That’s it.
Sales are most important, the MOST important thing you should worry about above everything else.
They are two of the silliest email marketing mistakes that must be avoided if you want to make sales.
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