Email marketing is still one of the best methods for building a connection with the audience and motivating purchases.
On one hand, email content allows consumers to get in the brand’s “inner circle” and timely receive information on best deals. On the other hand, it allows brands to boost sales.
However, the power of email marketing doesn’t mean a thing if your email content is working against you.
If you make unforgivable content mistakes, the emails won’t be effective. Every effort you put into recruiting yet another subscriber will be in vain.
Email writing mistakes won’t only cost you your subscribers, but they can kill your sales as well.
Poor content quality ruins your credibility, strips away the trust, and doesn’t turn the “I need this product” trigger in customers.
To prevent deadly email writing mistakes from lessening your success, you need to identify them and avoid going down that road.
With this in mind, we present to you the most commonly made sales-killing email writing mistakes.
- Writing Ineffective Subject Lines
Whether the consumers will even open your brand emails depends on the subject line. It’s the first piece of text people encounter, and they use it to evaluate content’s value.
Just consider that 69% of people report emails as spam based solely on the subject line.
So, if you write weak, dull, lengthy, confusing, or vague subject lines, the subscribers will dismiss the email right away.
Investing some thought in creating subject lines will increase your open rate. Increased open rates will open more opportunities to make a sale.
There is a clear link between subject lines and sales rates.
Make sure that your subject lines are at the top of the game by adopting these practices:
Keep it short (under 60 characters)
Target shoppers’ self-interest (e.g. “Buy More. Spend Less.”)
Personalize (personalized subject lines can increase open rates by an amazing 50%)
Be clear and descriptive (e.g. “You are invited to our private shopping event”)
Be informative (e.g. “5 tips for personalizing your skincare routine”)
- Failing to Engage
Copywriting needs to be engaging. Dull and uninspiring content won’t awake interest for your brand or products.
If readers are tempted to fall asleep after the first sentence, or they get distracted by a sheep-shaped cloud, you’re doing something wrong.
What kind of writing kills content’s engaging nature, you ask?
Long, dry, generic sentences filled with technical words are the perfect example of a customer-repellent.
Since your goal is to attract shoppers, you need a copy that engages.
Engaging copy wins over new customers, helps you build a relationship with customers, and acts as a powerful sales agent. Thus, working on making your email copy engaging will pay off.
Here are some useful tips for boosting your copy’s engagement and building up excitement in consumers:
Express your brand’s personality
Adapt your writing to your target audience
Write conversationally (short sentences, simple wording, everyday language, etc.)
Get to the point fast
- Overusing ALL CAPS
It’s common knowledge that overusing or misusing all caps can give an impression of shouting.
When consumers can’t hear your tone of voice or intonation, you must be careful how you write.
If you ever thought about using solely all caps, retrieve that thought right away. Such a writing style will seem aggressive, hostile, and rude.
You don’t want consumers to feel like you’re yelling. That’s not a popular nor successful marketing approach.
Overall, you want to keep your use of all caps to a minimum.
Using capital letters is useful for emphasizing, but emphasize words or phrases, not the whole text.
- Making Spelling and Grammar Mistakes
Spelling and grammar mistakes signal sloppiness, lack of attention, and lack of effort. None of these characteristics should be attributed to a brand.
Consumers want to buy products from professional and detail-oriented people. If they receive an email with grammar and spelling mistakes, you’ll tarnish your authority.
Not to mention that seemingly simple mistakes such as misspelling a customer’s name can make them leave for good. Such lack of attentiveness is a deal-breaker for most shoppers.
Checking grammar and spelling is fast and easy. Don’t skip this step.
You can use proofreading tools like Grammarly that can be embedded with your Gmail.
Editing tools are a useful backup as they will spot every mistake you overlook.
However, don’t put your sale’s destiny in the arms of technology. Make sure that you re-read the email before you click send.
Tools can’t recognize your intention. So, if you don’t read your emails, you can send error-free but incomprehensible content.
- Sharing Incorrect Contact Information
If a customer can’t reach you when they most need you, they will be deeply disappointed.
This situation can become a reality if you send the wrong contact information via email.
The best way to prevent misspelling the phone number or contact email is resorting to copy-paste.
Your memory can let you down when you’re rushing to send yet another sales email. However, copying and pasting your contact information will assure correctness.
- Not Personalizing Your Emails
Are you segmenting and personalizing your sales emails?
If the answer is no, you now have the opportunity to correct a big mistake.
Segmented and personalized email marketing campaigns can lead to a whopping 760% increase in revenue.
Relevant and customized content is more likely to hit the cord with the consumer and inspire a sale.
To maximize the potential of email marketing, segmenting your subscribers’ list and personalizing content is a must.
Tailor your brand messages and group consumers based on:
Demographics (gender, age, location, etc.)
If personalizing email content to specific groups seems time-consuming for you, there is a simple solution.
You can write email content for one group and hire a freelance writer or writing service TrustedDissertations to adapt it to others. Outsourcing help is proof that there is no room for excuses.
- Including Broken or Wrong Links
Getting customers excited about a great offer and then taking them to a 404 page will crush their desire to buy.
Broken links or links that lead to a wrong page will make consumers frustrated or even angry. These kinds of emotions don’t go well with trying to make a sale.
Even if a customer ends up buying the product, there is a low chance they’ll repeat the purchase. They might have entered the labyrinth of seeking the product once, but they will hardly do it again.
Don’t lose the customers you have already got hooked on.
Check your links tirelessly before you send out the emails. Click on each link you feature in the email. Also, double-check the CTA (call-to-action) button as well.
Remember that working links are a big part of a great customer experience.
- Mixing Up the Dates
When you are at full speed, mixing up the numbers in dates can happen to anyone. You may think that this will never happen to you, but you should stick to double-checking.
Wrong dates can completely mess up your sales.
If you write to consumers that you have a flash sale on November 13th
while the sale takes place a day earlier, your sales rate won’t go up by much.
Not to mention, that you’ll disappoint the customers who were eager to shop discounted items.
But misspelling dates isn’t the only date-related concern.
Brands that cover international markets should be careful about the date format.
The US and European date formats differ:
The best way to handle date writing for international brands is to spell out the months.
Instead of switching between 11/12 and 12/11, just write November 12th. This is the format that everyone understands.
- Not Structuring or Organizing Content
A block of text in an email looks overwhelming and time-consuming.
The exact opposite of what sales emails should be.
Email copywriting should be engaging, digestible, skimmable, and clear.
To achieve these qualities you must organize and structure your writing.
Make your sales content more readable and effective by applying these tips:
Break ideas into paragraphs
Write short paragraphs (2-3 sentences)
Keep your sentences short
Add white space
Use bullet lists and numbering
Highlight keywords with bold
The faster consumers read your copy, the quicker they’ll make the purchase.
Since impulsive decisions go in your favor, don’t let blocks of text chase away your buyers or slow down their decision-making.
- Writing Overwhelmingly Long Copy
One of the reasons why people love online shopping is that it saves them time. If your email copy doesn’t play along with the time-saving movement, it won’t bring results.
Sales emails aren’t the type of format that goes well with lengthy content.
Do your very best to make your sales email concise, specific, and fluff-free.
Beating around the bush will only make the consumer think “there’s nothing here that interests me” and exit the email.
Considering that your goal is to provoke the opposite reaction, cut down to the chase and keep the length moderate.
Minimize Your Writing Mistakes to Maximize Your Sales
Don’t allow these simple mistakes to decrease your sales rate. Email marketing can do wonders for your business as long as you pay attention to details.
With so many brands out there, customers don’t need to settle for careless brands. Therefore, avoiding these mistakes is crucial for retaining your customers and boosting your sales.