5 Kegagalan Email yang Perlu Anda Hindari (And What to Do Instead)

20 min read

Lebih dari separuh bisnis kecil memperlakukan email sebagai yang paling efektif dan common marketing tool for a reason. Email is a cheap and easy way to send discounts, transaksi, and company news.

Namun, as with anything marketing related, you need to know how to use email to get the best results… And avoid worst practices.

Learn from the mistakes of others when it comes to email marketing. Check out some of the most common email fails below, as well as the actionable solutions you can make for each kind.

Email Fail 1: Pengalaman Email Tidak Ramah

Pernahkah Anda membuka email dan merasa terbebani dengan tampilannya? Maybe the colors are too bright or graphics too flashy. Unseemly aesthetics and confusing layouts can discourage anyone from reading an email.

Tapi itu tidak semua! An email can be unreadable because of how the content is written or presented. It is important to make an email readable and easily digestible.

Kesalahan email umum termasuk:

Kalimat yang terlalu panjang atau rumit.
Penggunaan warna yang buruk. Misalnya, white text on a bright yellow background will be hard to read.
Illustrations that don’t match the email content.
Menggunakan font yang terlalu kecil atau desain yang berlebihan.
Tidak bolding, huruf miring, or underlining content you really want your viewers to know.

If readers can’t understand your emails, they won’t interact with them. A lack of engagement will ruin all the hard work you’ve done for your campaign.

Solusi

Pandu pengguna Anda dengan lancar melalui pesan email Anda. Bersikaplah terus terang. Write simply, as if you are talking to the recipient in real life. Juga, make sure your color palette is eye-catching and makes your text easy to read.

Example of a loyal customer appreciation email with a good user experience

Saat menjalankan kampanye email yang sukses, it’s important to highlight the purpose of the email. The purpose should be both pragmatic and emotional.

When an email offers pragmatic solutions, it addresses a customer’s desire to solve their problem most efficiently, biasanya dalam bentuk uang, waktu, and/or effort. Misalnya, a successful advertising email shows how your products will solve customers’ problems. The pragmatic part of an email appeals to a recipient’s pragmatism.

When highlighting emotional values in an email, you want to suggest that your product or service will fulfill a customer’s emotional needs. Sering, people’s emotional needs center around self-identity and fulfillment. To most effectively trigger an emotional response, you first need to choose the mood you want to go for. The mood should match your brand’s overall vibe and how it affects your intended audience.

Graphical and written elements can help spark an emotional response, whether you want it to be outgoing, ceria, or empowered. Color is key to provoking specific emotions. Misalnya, using blue, purple, and green as a color palette will make readers feel calm and harmonious. Perfect for wellness brands!

Want to learn more about how color affects your revenue? Baca artikel kami tentang teori warna.

Use available text tools to grab attention. Pisahkan teks menjadi beberapa bagian, tambahkan spasi, gunakan gaya untuk menunjukkan hierarki (ukuran font, berat badan, warna, posisi), visuals to highlight the most important parts, dan menyertakan CTA yang jelas. Anda dapat menggunakan Hemingway App to see if your email is readable and not bogged down with wordiness.

Hingga 60% of emails are opened on mobile. Seperti, it’s important to test your email across multiple devices and make sure it is mobile-friendly. A bad mobile experience for your audience can cause your campaign to be unsuccessful.

Jika Anda menjual secara online dengan Ecwid oleh Lightspeed, you can use multiple built-in email marketing tools, seperti customer order notifications dan email pemasaran otomatis. We take care of email design and copy so you won’t have to worry about it. The emails your customers receive are sleek, mudah untuk membaca, and mobile-friendly.

An example of an abandoned cart email you can send with Ecwid

Email Fail 2: Sloppiness

Email typos and mistakes are very common, despite easy access to the Internet and spell-check. There are a couple of ways that sloppiness can come across in an email, both of which can be avoided easily.

Grammatical errors

Bayangkan bertemu seseorang yang memperkenalkan diri sebagai seorang ahli. Saat Anda berbicara, you notice that they keep making simple grammatical errors. Tidak masalah industri apa yang diwakili oleh pakar ini. What matters is that this person claims to have authority in their field. It is difficult to believe their expertise if they do not speak like an expert, aka grammatically correct. Logika yang sama berlaku untuk Anda dan kampanye email Anda.

Jika ada ejaan atau grammatical mistakes in an email, it is difficult to read. Bahkan kesalahan kecil dapat sangat menurunkan efektivitas pesan Anda. Apa yang lebih, it can affect your brand’s overall image negatively.

Ambil Solitaire’s kasus, misalnya. Satu kali, they sent out an email campaign announcing the game of the day. Namun, their open rate (aka the percentage of people who open an email sent to their inbox) sangat rendah. Jadi, they investigated what the problem could be. Untungnya, they quickly found the problem—they had misspelled a word in the email’s subject line. Mereka memperbaiki kesalahan dan melihat kenaikan kurs terbuka 12%.

Kesalahan menunjukkan kepada audiens target Anda bahwa Anda belum cukup memperhatikan detailnya. Ini mungkin tidak benar dalam semua kasus, but sloppiness means a lot to a potential customer who expects excellence in the products and services they buy.

Solusi

Sloppiness can be avoided by proofreading before pressing the send button. Cari kata-kata yang tidak Anda yakini. Pastikan Anda telah menggunakannya dengan benar dan dalam konteks yang benar. Anda dapat menggunakan alat-alat seperti TrustMyPaper, MenulisJudge, Quillbot, atau Grammarly untuk membantu mengedit.

Dasbor tata bahasa. You can remove grammatical mistakes and enhance the clarity of your content

Broken Elements

Another problem that arises in email campaigns is the accidental use of broken elements. While the content can be outstanding and attract customers, if the links you’ve included are incorrect or broken, konten tidak akan efektif. When a bad link takes recipients to the wrong landing page or shows them an error, they’ll be unlikely to click on other links. This reduces traffic to your store.

A similar problem is adding inactive discount codes to an email. Jika itu terjadi, tim layanan pelanggan Anda harus menangani banyak email keluhan.

Worst case scenario, you’ll lose customers because of it, which is something to avoid at all costs!

Solusi

Broken elements should be a high priority to fix. They directly impact the campaign’s effectiveness. Make sure you’ve thoroughly tested all links and discount codes before you press send to avoid these pitfalls. Most platforms also allow you to send a test email. Send test emails to yourself and colleagues so you can all make sure the email, link, and codes work. And if you don’t catch some, fix them as soon as you can.

If you make a mistake, it’s in your best interest to admit it by sending out an apology message. Minta maaf atas kebingungannya. Give recipients something to make up for the inconvenience it may have caused. Tergantung pada tipe penerima, ini bisa menjadi ebook gratis, diskon, kartu hadiah, atau layanan ekstra.

Contoh email permintaan maaf untuk pelanggan (Sumber)

You can always have a pre-drafted “Oops” message on hand with an email template or ready-made responses in your perangkat lunak tiket. Jika Anda memiliki akses ke alat otomasi, Anda dapat membuat kampanye permintaan maaf khusus dan mengirim pesan dengan cara ini.

Anda dapat mengintegrasikan file Toko Ecwid dengan Mailchimp dan menggunakan data pelanggan yang dikumpulkan untuk mengirim hadiah permintaan maaf terbaik berdasarkan preferensi mereka. Berikan kompensasi kepada audiens Anda atas ketidaknyamanan ini, making viewers trust your brand more and driving traffic to your site.

Juga, if you sell online with Ecwid by Lightspeed, anda dapat add discount coupons to your automated marketing emails. If you send a coupon with limitations, misalnya, it will only work for buying a particular product. Ecwid will remind you what kind of coupon you are sending. Dengan cara ini, you can be sure that you don’t send the wrong discount coupon to your customers.

Adding a discount coupon to marketing emails is a breeze with Ecwid

Email Fail 3: Too Many Goals

Untuk setiap dolar yang Anda belanjakan untuk pemasaran email, Anda bisa mengharapkan pengembalian rata-rata $51… But only if the campaign is well-organized.

In a campaign, you can set up separate emails meant to accomplish different goals. We recommend sending separate emails for different goals to keep your messaging clear and direct. Problems arise when you want to try to use a single email to achieve your marketing goals.

When you put too many messages in an email, the email will come off as unclear and disorienting. Your recipients will have trouble understanding what you are trying to tell them. Ingat, many people will open your email on their cell phones when they’re on the go or easily distracted. A vague or crowded email message can cause a significant drop in your campaign’s performance.

Imagine sending an email during one of your campaigns. You give the customer a product discount and access to a free ebook. Selain itu, you ask the customer to join your exclusive webinar, lihat berita merek terbaru, and answer a question about their shopping experience with your brand. Wow, itu’s banyak!

The email is full of good intentions meant to satisfy your customers. Tapi terkadang, pepatah lama memang benar: kurang lebih.

Solusi

Sebelum Anda mulai menulis, consider how to keep your messages consistent, tertentu, dan mudah untuk di mengerti.

Penerima Anda berada di different stages of their customer journey. You should consider the stages of a customer’s journey when planning your email campaign. Bergantung pada seberapa baik penerima Anda mengenal Anda dan strategi pemasaran Anda, different kinds of emails will appeal to them at different stages and convince them to take action.

Pikirkan tentang apa yang ingin Anda katakan dalam pesan tersebut. Is it supposed to be a sales email or one that builds trust? Buat peta perjalanan pelanggan, memasarkan ke penerima Anda, dan membuat konten yang dipersonalisasi.

Ecwid sellers can send email pemasaran otomatis that reach customers at the right point of their customer journey. Misalnya, Ecwid will send an email to inactive customers who haven’t purchased anything in over a year. Atau, it will automatically send an email that reminds customers of the products they added to their favorites. Dengan Ecwid, emails reach the right person at the right time, engaging shoppers and growing sales.

Favorite Products Reminder email Ecwid sends automatically to customers two days after they added a product to Favorites

Email Fail 4: Segmentasi dan Personalisasi Gagal

Sending emails to a specific group of recipients you’ve identified through segmentation sounds like a great idea, benar? Sayangnya, segmentasi audiens bisa menjadi sangat salah. It can backfire when you create segments that are inconsistent with your business objectives, based on outdated data, and/or come from your personal feelings.

Salah satu efek negatif utama dari segmentasi yang gagal adalah personalisasi yang tidak memadai. It’s not just about sending an email greeting the wrong recipient (meskipun jelas, jangan lakukan itu).

Poor personalization is when an email doesn’t contain information that interests a particular recipient. Misalnya: bayangkan Anda memiliki toko hewan peliharaan dan Anda telah mengatur kampanye penjualan pada Hari Hewan Sedunia. Rencananya adalah mengirim email kepada pelanggan Anda dan memberi mereka diskon untuk makanan hewan. Namun, due to poorly organized or obsolete data, you send a coupon for cat food to a dog owner.

This example illustrates how you can lose sales due to improper segmentation. While it could be just a single error, it could show that your customer list has serious problems with data consistency.

Solusi

Kembangkan daftar calon pelanggan Anda dengan formulir pendaftaran yang kreatif. Setelah penerima mengisinya, the real challenge—segmentation—begins. Segmentation is definitely worth it, meskipun. Profesional yang menggunakan kampanye tersegmentasi mencatat a 760% peningkatan pendapatan.

Contoh kriteria segmentasi pelanggan untuk pemasaran email yang lebih baik

Identifikasi semua segmen utama dan sekunder dari target audiens Anda. Atur penerima Anda menjadi lebih kecil, kelompok yang lebih ditargetkan. Decide what customer data you need to prepare for your email campaigns.

Perform an in-depth analysis based on customers’ purchasing history. Highlight key segments, seperti:

Baru
Menjanjikan
Setia
Menggantung / ragu-ragu
Tidak aktif

Work out different solutions for your email campaign depending on the group. Beri pelanggan baru diskon untuk pembelian berikutnya. Ask loyal customers to complete a satisfaction survey to access early bird deals. Send a special offer to undecided or inactive customers to motivate them to buy products they viewed the last time they visited your site.

Ecwid sellers can use powerful built-in tools for sending personalized emails. Anda dapat mengatur marketing emails to be sent automatically after a customer completes a certain action. Misalnya, if they add a product to their cart but don’t buy it, or they haven’t made a purchase in six months after their last order. Automated emails help bring back customers who are slipping away without you having to keep track!

Purchase Anniversary email reminds customers of your store and encourages them to buy from you again

Anda juga bisa hubungkan toko Ecwid Anda ke Mailchimp for deeper audience segmentation. It makes cross-selling atau upselling jauh lebih mudah. Misalnya, you can send an email about a special offer on new sunscreen to customers who bought skincare products in the past.

By connecting your Ecwid store to Mailchimp, you can also recommend products directly from the product catalog. Your customers can see products directly in their email and be able to buy it right away.

Once you sync your Ecwid store with Mailchimp, you can insert products into your emails. This lets customers purchase them with just a few clicks

Pisahkan daftar email Anda menjadi subkategori. Send messages that carry value to specific groups of recipients. Pikirkan tentang informasi dan penawaran apa yang paling berguna bagi mereka, then give them something tailored to their interests or needs. Aturan sederhana: the more your emails are personalized and relevant, the more likely your recipient will stay subscribed, buka email Anda, dan kunjungi situs Anda untuk melakukan pembelian.

Email Fail 5: Failure to Align with Brand Image

You want to make sure your marketing campaigns look like they come from you. This is especially evident during the holiday season. Every holiday has its own special set of traditions. When Valentine’s Day approaches, you’ll see heart-shaped lollipops in store windows. Or as soon as October 1st hits, stores flood with Halloween decorations and pumpkin spice appears everywhere

Selama liburan, companies want to incorporate festivity for the sake of their bottom line. Businesses will often make changes in their communication style, trying to fill every channel with holiday elements or events to show that they have the holiday spirit. This phenomenon is especially true with email campaigns.

Sometimes companies don’t know how to align their holiday mood with their brand values. Paling sering, mereka akhirnya menggunakan templat yang sudah jadi. They go for overused copies available online and use holiday graphics that don’t match their image at all. Untuk pelanggan, ini bisa dianggap sebagai, sebagus-bagusnya, dilupakan. Pada terburuk, benar-benar malas.

Solusi

Pesan Anda harus selalu terlihat seperti berasal dari Anda, liburan atau tidak. Menyenangkan untuk merayakan dan menunjukkan pertunangan Anda, tetapi tidak perlu berlebihan dengan mengorbankan waktu dan energi yang dihabiskan dengan lebih baik di tempat lain. Saat menambahkan sentuhan meriah ke komunikasi Anda, always work according to your brand values.

If you’re having trouble coming up with something creative for a holiday-themed promotional email, lihat beberapa yang terkait Pinterest papan untuk inspirasi. Try to create something beautiful and unique that uses your logo, warna merek, and other elements specific to your business.

You can find inspirations for your graphics projects from Pinterest boards

Wrap-Up

Untungnya, customers will often forgive and forget minor email slip-ups. Namun, as the proverb says, mencegah lebih baik daripada mengobati.

Make a list of mistakes you often make and include their solutions in your email campaign procedures as you move forward. Tetap bersama mereka selama kampanye email berikutnya, you’ll be prepared to prevent slip ups before they even happen. With set procedures, you can be assured that when you click “send,” your email will be mistake-proof and give your customers only the most positive of feelings.

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Pemasaran dan Promosi

Februari 3, 2023

Tentang Penulis

Weronika is a content marketer at HelpDesk. She has a deep passion for telling stories to educate and engage her audience. In her free time, she goes mountain hiking, cooks desserts, and reads books related to guerrilla marketing, branding, or sociology.