Make it Easy to Unsubscribe
How difficult is it for prospects to unsubscribe to your email newsletter? If the process is confusing and tedious, it may discourage prospects from opening your emails, let alone proceeding through the sales funnel. Furthermore, this may result in some of your emails being marked as spam, which is never useful from a marketer's perspective. Include a functional, visible unsubscribe link at the bottom of all your emails.
Mobile compatibility is no longer something that email marketers can ignore. Statistics show that more people now access the Internet – and check their email – on a smartphone or table than desktop computer. So if your emails are not mobile-friendly, you could be missing out on a huge chunk of sales. Consider using a Responsive Web Design (RWD) to ensure your emails load and function on all devices, including mobile.
Use Compelling Subject Line
Ask any seasoned email marketer and he or she will agree: the subject line is the most important element of an email message. It's the first thing a recipient sees when checking his or her inbox, making it a critical component of a successful marketing campaign. When crafting your emails, use a compelling subject line that captures the reader's attention while encouraging them to click and open the message.
Clear Call to Action
If subject lines are the most important element in an email message, the call to action is a close second. Be sure to tell recipients exactly what steps they need to take to buy your product or service; this is the essense of using email marketing for lead generation. Whether it's clicking a link or contacting you via phone, you need to guide them through the sales funnel process.
Cut Back on Images
If you are going to include images in your emails, use them sparingly. In fact, it's not a bad idea to design your emails in plain text format. Many web browsers and email software fail to properly render images. And if an image is used to convey important information in your email, it could essentially break your message.
Segment Your List
One of the most common email marketing mistakes made by marketers is using a single, generic list. When you initially collect prospects' email addresses, you may have a single list – and that's okay. However, you should take that list and break it up into several smaller segments before sending messages to your sales leads. Segmenting your list will allow you to take a more customized approach towards promoting your products or services, which should yield a stronger response by your subscribers.