{"id":6219,"date":"2022-11-21T14:00:00","date_gmt":"2022-11-21T14:00:00","guid":{"rendered":"https:\/\/zenmedia.wpengine.com\/?p=6219"},"modified":"2023-05-15T10:36:56","modified_gmt":"2023-05-15T10:36:56","slug":"8-email-marketing-mistakes-to-avoid-in-2021","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/8-email-marketing-mistakes-to-avoid-in-2021\/","title":{"rendered":"9 B2B Email Marketing Mistakes to Avoid in 2023"},"content":{"rendered":"\n<p>Is <a href=\"https:\/\/zenmedia.com\/blog\/50-incredible-examples-of-b2b-email-marketing\/\">B2B email marketing<\/a> still relevant in 2023?&nbsp;<\/p>\n\n\n\n<p>Absolutely\u2014as long as you do it right.&nbsp;<\/p>\n\n\n\n<p>In this post, we\u2019ll go deep into what \u201cdoing it right\u201d means\u2014and doesn\u2019t mean. Here\u2019s an in-depth look at nine email marketing mistakes you don\u2019t want to make in 2023<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">But first: Why does B2B email marketing matter in 2023?<\/h2>\n\n\n\n<p>Over the last few years, we\u2019ve entered a new era in marketing. But while people scramble to hire the next big influencer or invest in virtual ads (which are still excellent options), ensure you don\u2019t forget the importance of email marketing for your business.&nbsp;<\/p>\n\n\n\n<p>Consider this: According to <a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-stats?__hstc=62901299.ea6fddb42997490871490a50ef6f3fdc.1666128164193.1667837802842.1667942042758.8&amp;__hssc=62901299.1.1667942042758&amp;__hsfp=2141608044\">HubSpot<\/a>, email generates <a href=\"https:\/\/cdn.emailmonday.com\/wp-content\/uploads\/2015\/04\/National-client-email-2015-DMA.pdf\">$38 for every $1 spent<\/a>. That\u2019s a 3,800% ROI! And <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\">McKinsey<\/a> reports email marketing is 40 times more effective at acquiring new customers than Facebook and Twitter combined. If that\u2019s not enough to convince you, here are a few more <a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-stats?__hstc=62901299.ea6fddb42997490871490a50ef6f3fdc.1666128164193.1667837802842.1667942042758.8&amp;__hssc=62901299.1.1667942042758&amp;__hsfp=2141608044\">email marketing stats<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Using segmented campaigns can increase your revenue by up to 760%.&nbsp;<\/li>\n\n\n\n<li>87% of B2B marketers name email as their top free organic distribution channel.&nbsp;<\/li>\n\n\n\n<li>This last year, nearly 59% of global website traffic was <a href=\"https:\/\/www.statista.com\/statistics\/277125\/share-of-website-traffic-coming-from-mobile-devices\/\">generated from mobile devices<\/a> (excluding tablets).<\/li>\n<\/ul>\n\n\n\n<p>And that\u2019s just a small example of what email marketing is doing for B2B brands.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B2B Email Marketing Mistakes to Avoid:<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Forget to Welcome Subscribers<\/h3>\n\n\n\n<p>Getting a subscriber is tough work, so why wouldn\u2019t you thank them for requesting your newsletter?&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"513\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/12\/welcome-email-examples-featured-1024x513.png\" alt=\"\" class=\"wp-image-6220\" srcset=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/12\/welcome-email-examples-featured-1024x513.png 1024w, https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/12\/welcome-email-examples-featured-300x150.png 300w, https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/12\/welcome-email-examples-featured-768x385.png 768w, https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/12\/welcome-email-examples-featured.png 1436w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/www.omnisend.com\/blog\/best-welcome-emails\/\" target=\"_blank\" rel=\"noreferrer noopener\">Omnisend<\/a><\/figcaption><\/figure>\n\n\n\n<p>First off, it\u2019s just polite to send a thank you (Take a cue from Emily Post.), but it\u2019s also good business. These potential customers already went through the trouble of finding your site and then signed up to get emails from your brand! Not to mention, purpose-driven welcome emails \u201cgenerate <a href=\"http:\/\/www.experian.com\/assets\/cheetahmail\/white-papers\/welcome-email-report.pdf\">4x more opens and 5x more clicks<\/a>,\u201d according to Dispatch.<\/p>\n\n\n\n<p>Make them count by providing not only a \u201cthanks for showing up\u201d salutation but by following up with added value. That could be a promo code or a special offer. Or you could use the welcome email to collect more information. Bottom line: Skipping the welcome email is a huge miss in marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Send Too Many Emails<\/h3>\n\n\n\n<p>This is probably consumers\u2019 biggest pet peeve when it comes to B2B email marketing and one that should be avoided at all costs. According to <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/how-many-emails-does-the-average-person-receive-per-day\/#:~:text=Keeping%20all%20this%20in%20mind,sent%20and%20received%20each%20day.\">Campaign Monitor<\/a>, 121 business emails are sent and received each day. That\u2019s a lot of traffic to disrupt.&nbsp;<\/p>\n\n\n\n<p>So one might think the more emails, the merrier, right? Wrong.<\/p>\n\n\n\n<p>A YouGov study found that 75% of consumers say they resent a brand that sends too many emails, according to <a href=\"https:\/\/www.chiefmarketer.com\/75-of-consumers-will-resent-a-brand-if-theyre-bombarded-by-email-marketing-messages\/\">Chief Marketer<\/a>. And resentment does not increase sales. You don\u2019t want people to associate annoyance with your brand. So spare them the feeling by strategically delivering your promotions to a healthy timeline, say once a week.&nbsp;<\/p>\n\n\n\n<p>Doing this will keep your subscriber list strong and improve loyalty rather than repel potential customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Omitting a Call to Action<\/h3>\n\n\n\n<p>Hopefully, most marketers understand that including a CTA is the bedrock of a successful B2B email marketing campaign. But even more important is to keep that CTA clear and concise so that a subscriber has no trouble understanding the message.&nbsp;<\/p>\n\n\n\n<p>Fail at clearly stating your CTA and in the midst of scrolling their inbox, a subscriber is likely to delete.<\/p>\n\n\n\n<p>Roughly <a href=\"https:\/\/www.thewebmaster.com\/what-percentage-of-search-are-mobile\/#:~:text=According%20to%20a%20report%20from,and%20Beverage)%20reaching%2072%20percent.\">60% of all internet searches happen on mobile<\/a>. That\u2019s a big opportunity for marketers to meet customers on the go. But if your message is difficult to understand, it\u2019s likely to be deleted within three seconds, <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2019\/07\/7-stats-that-will-make-you-rethink-mobile-email\/\">Campaign Monitor <\/a>says.&nbsp;<\/p>\n\n\n\n<p>You read that right\u2014three seconds. No pressure!&nbsp;<\/p>\n\n\n\n<p>So how can you include a great call to action?&nbsp;<\/p>\n\n\n\n<p>A few examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Save today<\/li>\n\n\n\n<li>Buy now<\/li>\n\n\n\n<li>Shop now for 50% off<\/li>\n\n\n\n<li>Claim your coupon<\/li>\n\n\n\n<li>Free gift with purchase<\/li>\n\n\n\n<li>Act now&nbsp;<\/li>\n\n\n\n<li>Save today<\/li>\n\n\n\n<li>Deals just for you\u00a0<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4. Going overboard with CTAs<\/h3>\n\n\n\n<p>Much like bombarding an inbox with too many emails is ill-advised, so is including too many CTAs.&nbsp;<\/p>\n\n\n\n<p>Remember, once a subscriber opens an email, you have 3 seconds to persuade them to act. Give them too many CTAs, and you\u2019re liable to confuse the reader or, worse, frustrate them.&nbsp;<\/p>\n\n\n\n<p>Overwhelming the subscriber is not the goal. If you want to improve conversion rates, make sure your B2B marketing emails make it easy for a subscriber to act and give each email its own goal.<\/p>\n\n\n\n<p>For instance, say you want to roll out a promo and invite subscribers to an event. Putting these two CTAs in the same email could result in customers doing neither. They should be sent as separate messages with individual CTAs\u2014one asking subscribers to use a promo code, the other inviting them to RSVP for the event.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Use poor design.<\/strong><\/h3>\n\n\n\n<p>Sounds simple right? But you\u2019d be surprised how many email campaigns fail because the email template is poorly designed.&nbsp;<\/p>\n\n\n\n<p>Here are some key design elements to avoid:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Using more than one font: Too many fonts look messy and confusing. A good design is clean and crisp with one consistent font throughout.<\/li>\n\n\n\n<li>Inconsistent font size: Rather than mixing up font size with different sizes, use H2s and H3s to emphasize topics.<\/li>\n\n\n\n<li>Low-resolution images: Using images is a great way to get a reader\u2019s attention, but they\u2019ll fail miserably if their resolution is too low. Check and test your image size before sending.<\/li>\n\n\n\n<li>Too many images in one email: Equally bad practice is to put too many images in one email. To start, this can push CTAs below the fold or too low in the email, forcing the subscriber to scroll. This can be dangerous because it wastes valuable attention span time when a subscriber may lose interest and leave the email altogether.&nbsp;<\/li>\n\n\n\n<li>Broken links: Woe is the marketer who fails to check links before sending an email newsletter. More often than not, a failure to test a link will result in having to send a mass apology email (not a good look) explaining the error and providing the corrected link.&nbsp;<\/li>\n\n\n\n<li>Poor color palette choices: Believe it or not, color plays a big role in email marketing. Just look at the brand logo colors. For instance, the eye-catching red that signifies Netflix defines its brand identity. Without even reading the email, a color can be a subtle indicator of who the email is from and might persuade a subscriber to open it.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>6. Skip segmenting subscribers.<\/strong><\/h3>\n\n\n\n<p>No two subscribers are the same.&nbsp;<\/p>\n\n\n\n<p>Having a huge list of subscribers is great, but not separating them into different groups is a missed opportunity. How so?<\/p>\n\n\n\n<p>Well, does a 50-year-old male subscriber want a weekly email about women\u2019s purse sales? Maybe, but likely not. Or how about a 22-year-old woman in California? Does she want to get a weekly email about in-store deals only happening on the East Coast? Nope.<\/p>\n\n\n\n<p>Use the data you\u2019ve collected to segment your audience. This could be by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Age<\/li>\n\n\n\n<li>Gender<\/li>\n\n\n\n<li>Location<\/li>\n\n\n\n<li>Browsing history<\/li>\n\n\n\n<li>Purchase history<\/li>\n\n\n\n<li>Birthday<\/li>\n<\/ul>\n\n\n\n<p>You can segment by whatever category or demographic best suits your business. The more you dig into the data, the more insights you\u2019ll discover about your subscriber list that you can then use to improve your B2B email marketing campaign. In an era where Millennials and Gen X are <a href=\"https:\/\/zenmedia.com\/blog\/gen-zs-or-millennials-how-to-uncover-your-target-audience\/\">demanding more personalization<\/a>, failing to do so is a big missed opportunity.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>7. Don\u2019t optimize for mobile.<\/strong><\/h3>\n\n\n\n<p>As we mentioned before, nearly half of all searches happen on mobile. So if your emails aren\u2019t opening properly or have a wonky resolution on mobile, you\u2019ll lose subscribers quickly.&nbsp;<\/p>\n\n\n\n<p>Test, edit, and test again to ensure your email campaign is optimized for mobile.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>8. Fail to proofread.<\/strong><\/h3>\n\n\n\n<p>Do you know what B2B company leaders don\u2019t like to see? Sloppy copy.&nbsp;<\/p>\n\n\n\n<p>This is why it\u2019s so important that one person not work in a vacuum on a brand\u2019s email newsletter. Not only should multiple people read it before it\u2019s sent out, but it should also be checked for the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Spelling<\/li>\n\n\n\n<li>Tone<\/li>\n\n\n\n<li>Professionalism<\/li>\n\n\n\n<li>Ease of understanding<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>9. Don\u2019t perform an A\/B test<\/strong><\/h3>\n\n\n\n<p>Another way to ensure an email is successful is to deploy an A\/B test. Keep the emails the same except for one item you want to test. This could be the CTA button or the subject line. Send them both out and see which one got more clicks to determine the best approach.<\/p>\n\n\n\n<p>Ready to optimize your email marketing in 2023? Contact the <a href=\"https:\/\/zenmedia.com\/\">Zen team<\/a> today.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this post, we\u2019ll go deep into what \u201cdoing it right\u201d means\u2014and doesn\u2019t mean. Here\u2019s an in-depth look at nine email marketing mistakes you don\u2019t want to make in 2023.<\/p>\n","protected":false},"author":10,"featured_media":10689,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[33],"tags":[741,526,157,340],"class_list":["post-6219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-b2b-email-marketing","tag-b2b-marketing","tag-email-marketing","tag-email-marketing-campaign"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>9 B2B Email Marketing Mistakes to Avoid in 2023 - Zen Media<\/title>\n<meta name=\"description\" content=\"B2B Email marketing is a strategic process that must be thoroughly planned and executed. 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