What are some common pitfalls and mistakes to avoid when using scarcity and urgency in email marketing?

While it's important to have specific and measurable objectives, it's also crucial to understand how those goals fit into your overall marketing strategy. Ask yourself: What role does email marketing play in achieving my broader business objectives? How can I use email to enhance customer engagement, build brand awareness, or drive long-term loyalty?

Before determining the goal of your email campaigns, you need to have your overall marketing goals in place. Then, what is your objective with the specific email you are planning to send out? Which email KPIs are most important? Define your KPIs and analyse them afterwards. If you want to test something in the email, always test only one element and implement an A/B test.

Depending on the size of your audience, segmenting is important. By segmenting your audience, you can improve your personalization efforts and thereby improve your KPIs. Perhaps you segment by previous behaviour, what preferences they have shown or other data you have collected.

Segmentation also enables you to build stronger relationships with your subscribers. When you show that you understand their preferences and are willing to cater to their specific needs, you demonstrate that you value their business and are committed to meeting their expectations. Furthermore, segmenting your audience can help you optimize your email marketing efforts. By targeting specific segments with tailored messaging and offers, you can increase your open rates, click-through rates, and ultimately, your conversions. This allows you to maximize the ROI of your email campaigns and achieve better business outcomes.

Honesty is crucial in any work you do, not just email marketing. If you have a specific offer, make sure the actual end date is communicated clearly, and not changed with the next email, as the client will see you as not being trustworthy and lose their belief in you in the future.

This is essential because people see through the worn out line, “If you sign today I can save you 15% but I can’t offer you this deal after today.” What’s scarce? If they offer the same deal to a prospective client the next day then they’re only manipulating. If something is truly scarce, give a solid reason as to why that’s the case. Doing so will add to your credibility as an ethical influencer and give the person legitimate information to make the best decision.

Analyse clearly your unsubscription rate and do your research about email frequency in your business segment. For example, data shows that 10 to 19 emails per month are the most ideal send frequency for small businesses engaged in ecommerce. This is approximately 2/3 to 4/5 emails a week. I personally think it's better to have 3 strong emails per week, instead of spamming people without a clear message ''just because''.

Evita la sobreexposición de la escasez y urgencia, ya que puede desensibilizar a los usuarios. Incorpora tus vivencias para crear conexiones genuinas.

By experimenting with various elements like subject lines, copy, and calls to action, you can identify what resonates best with your audience. Additionally, testing different types of scarcity and urgency tactics allows you to gauge their effectiveness in driving engagement and conversions. Leveraging analytics and feedback enables continuous refinement, ensuring your emails effectively compel action without appearing manipulative or spammy.

Al realizar pruebas, evita cambios bruscos; ajusta gradualmente para entender el impacto real. Comparte anécdotas personales para contextualizar los resultados y facilitar la adaptación.