5 Email Marketing Mistakes and How To Fix Them

I noticed a ‘bit of a cheeky request’ in my inbox the other day . . .

No, not that kind of cheeky ; ) !! And to be honest the only reason I spotted it was because I’d seen the exact same message in my LinkedIn mail box earlier. And despaired.

Why? Well the general gist was to introduce their businesses to me and then came the phrase ‘I know this is a bit of a cheeky request but . . . would I consider referring them?’ Quote unquote.

Do I know them personally? No. Can I remember the name of their business? No. Were their services relevant to me? No. Would we go up to a complete stranger in the street, accost them about our business and then . . . ask them to refer us? No way. So why do it by email?

I say despaired because truthfully I felt sorry for the author. It sounded desperate, even if it wasn’t.

And that’s the nub of the matter: too many email campaigns like this sink without a hope of converting to a lead. But it needn’t be that way.

The statistics show that:

  • 64% of decision makers still read targeted relevant emails
  • If we build relationships in the right way email is 40x better at converting people to paying customers than social media (and that’s not to knock social media at all, it’s a very important part of the mix).

So, how to stand out in a crowded inbox and create conversations which convert?


There are 5 key problems:

  • Lack of consistency – if you start keep it up. What if your favourite TV programme or magazine didn’t appear, just because? How would you feel? And how soon would you forget the content or the offers. So persist, consistency is key if you want to get noticed.

I often get asked how frequently should emails be sent. Well monthly is the usual starting point and if that’s all you can manage it’s a start. But if you want to get noticed and remembered, aim to increase to at least every other week; if you want to ‘go pro’ then several times a week – always with the option to either reduce the frequency or unsubscribe.

One simple solution is to get writing first so you’ve a bank stored up and then launch. Once you’re confident you can get past the creative hurdle and maintain your output it’s a huge boost.

  • Your content isn’t relevant – by this I mean people send the same content to everyone and then wonder why one size doesn’t fit all.

There are multiple factors at play here, but your starting point is to target your Perfect Customer. You must know that persona inside out and be able to articulate it (to yourself) in a sentence. Then imagine talking to them.

Once you know your Perfect Customer profile then you will know their pain points, the problems they need solving.

Your emails should address those pains by offering advice or How to Guides, and if they’re interested they’ll click on your landing page and then you can start to build a relationship and develop trust.

See below how to get two completely free tools to create your Perfect Customer profile and identify what their pains and problems are!

This is where most people go wrong. They bring you into their List and that’s it. There’s nothing else, no experience, no stories to create emotional impact – all of which is hugely important if you want to create relationships where people give you permission to enter their Inbox and intrude on their busy lives.

If they do, then it’s because they value what you have to say and feel like they know you. Boom! The marketing magic has started.

  • Your content is Too Salesy. Again another barrier to sign ups and here’s why. I teach clients a simple methodolgy to help them get clarity about relevant marketing approaches. And by the way this works just as well offline as online!

Think of it as Motorway Mindset Marketing and your prospects are either in the Slow, the Middle or the Fast Lane Mindset.

In the Slow Lane they frankly don’t know they’ve got a Pain or Problem. It’s your job to educate them in a way that makes them think ‘Hmmm, that’s interesting I never knew that. ‘ A pdf guide maybe which takes 3- 5 mins max to consume.

Middle Laners are problem aware and actively seeking solutions, while your Fast Laners’ mindset is receptive and if you’ve done your job right, qualified and ready to buy.

Your emails need to address each of those mindsets with different content and trigger points to move them up into the next lane.

So guess what happens if you send a Slow Laner a Salesy email or irrelevant content? They don’t know you, they’re not even aware they have a problem? Delete – you’re out – before you’ve even started creating a relationship.

  • Newsletters. Hmmm. When did you last sign up for just a newsletter? Personally I only ever sign up for information I think will help me and my clients generate more leads. Something called a Newsletter doesn’t even get opened.

So if you’re sending out a Newsletter with relevant engaging content why not rename it? Say you’re an accountant, why not call it Tax Saving Tips by Email? Or if you’re an HR consultant how about People Productivity Tips?

  • Lack of Strategy. This is the glue which hold everything together. Marketing Funnels are critically important for successful email marketing campaigns and are all about crafting multi-stage sales experiences which are relevant to your potential customers.

That’s where Motorway Mindset comes in. The Slow, Middle and Fast Lanes represent each stage – and if your content nurtures each Mindset solving their Pains as they move through your funnel then you’re not only generating leads you’re qualifying them at the same time.

Ask yourself this? What if your potential customers felt connected to you and trusted you without you having to spend all that time One on One? What if you were so relevant to their needs you never had to sell?

That’s the ultimate power of email!

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