Email marketing is one of the most effective ways to engage customers and drive sales for local businesses. However, a few common email marketing mistakes can reduce its impact or damage your reputation. Avoiding these pitfalls will help ensure your campaigns are effective, professional, and well-received by your audience.

1. Sending Emails Without Permission

Adding customers to your email list without their consent can lead to complaints and legal issues. Always obtain permission before sending marketing emails. Use opt-in forms or ask customers directly during their interactions with your business.

In New Zealand, ensure you are familiar with the Unsolicited Electronic Messages Act 2007, as laws here may differ from those in other countries.  Simply Googling email laws may give you information that is too general, and while it could be correct for other countries, it may not be OK here.  If in doubt, seek legal advice.

2. Neglecting Mobile Optimisation

With so many people checking emails on their phones, neglecting mobile optimisation can make your emails difficult to read and navigate. Use responsive designs and ensure your text, images, and buttons are mobile-friendly.

3. Using Weak Subject Lines

Your subject line is the first thing your recipients see, so it needs to grab attention. Avoid generic or misleading subject lines, which can lead to low open rates or unsubscribes. Instead, keep your subject lines clear, relevant, and engaging.

4. Overloading with Content

Emails with too much information can overwhelm your audience. Focus on one main message or call-to-action per email, and keep the design clean and easy to read.

5. Ignoring Personalisation

Sending generic emails can make your audience feel unimportant. Use personalisation techniques, such as addressing recipients by name or tailoring content based on their interests. Platforms like GoHighLevel make it easy to personalise campaigns with minimal effort. A 14-day free trial is available, with plans starting at $US97 a month.

6. Failing to Include a Clear Call-to-Action

An email without a clear call-to-action (CTA) can leave your audience unsure of what to do next. Whether it’s visiting your store, clicking a link, or redeeming an offer, make your CTA clear, visible, and easy to follow.

7. Not Testing Before Sending

Sending emails with broken links, typos, or formatting errors can harm your credibility. Always test your emails before sending them to your full list. Check for functionality, readability, and overall presentation on desktop and mobile devices.

8. Overloading Your Audience

Sending emails too frequently can annoy your subscribers and lead to high unsubscribe rates. Find a balance that keeps your audience engaged without overwhelming them, such as weekly or fortnightly updates.

9. Ignoring Analytics

Tracking metrics like open rates, click-through rates, and conversions is essential for understanding the effectiveness of your campaigns. Ignoring these insights can prevent you from improving your strategy over time.

10. Forgetting to Offer Value

Emails that only focus on sales can feel one-sided. Instead, aim to provide value to your audience by sharing tips, updates, or exclusive benefits alongside promotions.

Improve Your Campaigns by Avoiding These Mistakes

By avoiding these common email marketing mistakes, your local business can create campaigns that engage customers, build trust, and drive results. Paying attention to the details and focusing on your audience’s needs will help ensure your email marketing efforts succeed.