Email marketing isn't the cool kid on the block. But have you noticed it’s had a resurgence in recent years? Social media is still everyones favourite pastime and it’s on the lips of almost every small business owner I speak to.
But the underdog (email marketing) that any marketer will tell you is a money maker is getting some more air time. I’d like to think I have had a part to play. Partially fuelled by passion. Mainly because I couldn’t believe how many kiwi businesses don’t realise the payoff.
The pandemic gave email marketing a much-needed push, and more people are finally waking up to its power. But with more competition in the inbox, standing out can be tricky.
Here's the good news: people are still reading emails. I don’t think that’s going to change. In fact, 77% of B2B buyers prefer to be contacted this way (Snov.io).
So, how do coaches like you avoid blending into the background noise and land in your ideal client's inbox? Let's talk about the three biggest email marketing mistakes coaches make, and how to fix them Kiwi styling.
Email Mistake 1: The Sell-a-thon
We've all been there. You open an email, and BAM. You're hit with a sales pitch so strong it could knock them over. Here's the thing: coaches, you're not salespeople (at least not all the time). Your job is to build relationships, be the wise guide, and offer clarity. Don't bombard your audience with "buy now" messages before they even know you.
How To Fix it: Focus on providing helpful content and advice that solves your ideal client's problems. Offer free resources, share success stories, and showcase your expertise. Build trust first, then the sales will follow naturally (like a delicious dollop of whipped cream on your metaphorical pavlova).
Email Mistake 2: The One-Size-Fits-All Approach
Generic emails are like cold flat whites – nobody wants them. Unless you're a new mum in which case all drinks are cold aren’t they? Or was that just me? Flashback over…Take the time to personalize your emails. Use the recipient's name, reference their specific challenges, or tailor the content to their interests.
How To Fix it: Segment your list based on interests and pain points. This allows you to send targeted emails that resonate with your audience and avoid the dreaded "unsubscribe" button.
Email Mistake 3: Sleepy Subject Lines
Your subject line is your first impression. Don't waste it with boring, generic phrases written by a machine before you copy and paste. It’s like a movie trailer – it needs to trigger curiosity so that your email is not deserted and deleted. You worked too hard to let that happen.
How to fix bad subject lines:
Create clear, concise, and intriguing subject lines that spark interest.
Use questions, tease valuable content, or create a sense of urgency. For example, instead of "Latest Coaching Newsletter," try "Your Coaching Cheerleader Tells All."
Bonus Tip: A/B test different subject lines to see which ones get the most opens. Remember, testing is your friend. New to email marketing? Join "Digital Chats with Tiffany" to learn more about email marketing tactics simplified for small business. Plus, you'll get a free "Get Started with Email Marketing" guide.
Email Mistake 4: Your emails are way to frequent or scarce
Sending emails too often can be as annoying as a kea squawking at your window at dawn. On the other hand, not sending enough emails can mean you’re quickly forgotten. Balance is key (in all things really).
Some email marketers tell you to email daily. That’s fine for some lists and business owners that can sustain that. Most of the founders I speak to are sending much less before they meet me. Which is a key reason they’re struggling.
How to fix your email timing: Find the sweet spot between sending too much and too little. Yes, that probably involves trial and error (testing) and asking questions. Aim for a consistent schedule that provides value without overwhelming your subscribers. A good rule of thumb is to send emails once or twice a week.
Email Mistake 5: Multiple Objectives In One Email
Using too many promotional keywords, excessive exclamation marks, or all-caps text can make your emails look like spam. Trust me, you don’t want to be labeled as a spammer by spam filters. There’s much more to landing in the inbox and avoiding the promo folder than your words but why poke the bear (spam filter).
How to fix the spammy vibes: Keep your emails clean and professional. Use a conversational tone, avoid excessive sales pitches, and proofread carefully. A well-crafted email is much more effective than a spammy one. And make sure you’ve verified and authenticated your email domain. Especially if you have over 5K email subscribers with Gmail and Yahoo email addresses. Flick me an email if you don’t know what that means. I decode email speak on the daily.
Email Mistake 6: Your Mobile Experience Is Messy
Not optimizing your emails for mobile devices and different emails (Outlook, Gmail etc.) is less common but still an issue. If you’re asking people to read a wonky email it's just not going to happen.
Fix how your email looks on mobile:
Keep in mind if you stick with a simple design it's harder for it to go wrong.
Email Mistake 7: Failure to launch
No, I'm not talking about the Matthew MacConaghy movie. Leaving your launch or launch emails to the last minute is one of the most common email marketing mistakes I see.
It takes time to warm up your audience, multiple emails to make sure they see your offer, understand it and think about it.
If you just send 1-2 buy my stuff emails then why should they?
How to fix it: Plan your marketing launches at least 3 months in advance. It's not enough to have a week in the calendar when you're going to tell everyone about your offer. You need emails written to bring your audience on a journey. This is where you take people through the awareness stages (unaware, problem aware, solution aware, product aware and most aware).
Have you made any of these mistakes?
What next?
Can't get enough of email marketing mistakes? I've got more in this blog about email marketing strategy mistakes.
Remember, email marketing is a journey, not a destination. By avoiding these common mistakes and continuously learning and improving, you can build a strong email list and nurture lasting relationships with your clients.
If you're keen to take your email marketing to the next level, join my email community, "Digital Chats with Tiffany," for exclusive tips and resources. I want to help you succeed. You’ll also get a free "Get Started with Email Marketing" guide.
Tiffany Your NZ Email Marketing Specialist For Service Businesses
Hi I'm Tiffany, your email marketing strategist for service based businesses. Based in Auckland New Zealand I'm one of the few NZ email geeks for hire that offer email strategy and marketing automation for your professional services business. Turn attention into leads with a better conversion rate.