The 8 Email Marketing mistakes you should avoid to expand your portfolio of industrial customers

When looking to generate leads in industry, emails are and continue to be the essential sales and communication channel.

All self-respecting marketing professionals should include in their communication strategy.

With the advent of the all-digital era and the emergence of automated marketing platforms, emails have lost none of their strategic importance.

When it comes to generating leads, they allow organizations to reach out to their markets with pinpoint accuracy and at just the right moment.

But keep an eye open for the most common Email Marketing mistakes that you should avoid when looking to expand your portfolio of industrial customers through this way.

1 – Sending emails to the wrong recipients

The first mistake to avoid is sending your emails to the wrong people!
Take the greatest of care over your campaign and spend precious time on the subject, content and visuals.
But if you send your email to the wrong target group, you will have zero chance of generating new leads!

I agree, this may seem like a silly mistake.
However it often occurs when an organization is manually sorting through its contacts.

It is also bound to happen if a business does not even bother to sort through its database of contacts.
Send the same message to everyone in the hope that it will catch some of the people in the list is not so uncommon!

Even if you segment your database, you might still fire off an email to the wrong target group.

This type of Email Marketing mistake could give your leads a negative image about your company.
It produce the opposite effect of what you are trying to achieve.

Make sure that you regularly clean and update your database, while wiping all unsubscribed people from your mailing lists.

That is why using email marketing software or enlisting the services of a professional provider can spare you this type of inconvenience.

2 – Using a personal email program (like Gmail) for your email campaigns

However unbelievable it might seem nowadays, there are still many companies who use their messaging system to send out emails to customers and prospects, whether due to a lack of time, skills or financial resources.

Using your messaging system for an email campaign will be a big waste of time and will seriously compromise the chances of your emails getting through to the right people.

Email programs, such as Gmail, are not designed to forward large numbers of emails, and there is every likelihood that your email will never reach its recipient or will end up in their spam folder.
Once again, you could miss out on winning over new customers!

Using email marketing software or enlisting the services of a professional provider can save you this type of misfortune.

3 – Choosing the wrong period

For an email campaign to deliver results, not only do you need to target the right people, but also the right period.

If you would like to reach out to your target group while ensuring a swift response, you need to send your emails when users are most likely to read them.

There would not be much point sending your emails in the evening or at the weekend.
When you are looking to contact a company, you do so during its business hours, and the same applies to emails.

Also be careful about how many times you send your emails and the pressure that you are putting on your recipients.

If you send off your emails too often, you will see an increase in the number of people unsubscribing.
You could give your customers and prospects the wrong impression.

On the other hand, if you leave too much time between your emails, prospects might forget about your company and end up choosing a competitor’s solution instead!

Depending on your line of business, simply work out the best moment for sending your emails.
For that, assess the performance of your previous campaigns.

Infographic - Anatomy of an effective email message

4 – Being careless with the content

Reaching the inbox is all very well, but arousing your target’s interest is even better.

If your emails make it to the inbox but are not read, once again you will have spent precious energy with nothing to show for it.

You would like to attract customers through an email campaign and get recipients to contact you.
For that, you need to take the greatest of care about how you word your message.

You only have a few seconds to convince.
Sending a relatively brief email with clear information will prevent your prospects from losing interest.

Avoid confusing recipients by giving too much information in the message.

Use appropriate language and keywords that will resonate with your target group.

Offer them personalized content. Use the information you already have on them and their maturity in using your products and services.

Don’t forget to welcome your subscribers. 8 out of 10 customers expect to receive a welcome message after they sign up for a mailing list. It’s the first interaction with your new subscriber.

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5 – Forgetting calls-to-action

A call-to-action or CTA is an essential tool for converting email recipients.
Clicking on this button or other device will take prospects to your landing page to fill out a form, where you can collect their invaluable information.

Don’t forget it! Sending an email without a CTA is about as much use as a chocolate fireguard.

You require information on your leads to convert them into customers, meaning that you need them to interact with your emails.

For maximum efficiency, a CTA must be simple to understand and identify. Recipients can easily perform the expected action.

6 – Using broken links in the email

In too many cases, email campaigns are launched with broken links (such as a 404 error message).

Broken links convey a poor image to the recipient that you are trying to convince. It could cost you business opportunities.

To avoid this Email Marketing mistake, click on the links before you send out your emails.
Email marketing platforms and professional providers always check links before firing off their emails.

7- Forgetting to design a responsive version

Studies have shown that one in two B2B emails is opened with a cell phone.

With 5G arriving on the scene, the use of smartphones is likely to move up a gear, so make sure you don’t miss the boat!

If you fail to plan for a responsive version, you could cut off half of your potential audience.

Designing a smartphone-compatible version will give your company a professional and modern image, while enhancing the user experience.

If you are unsure how to proceed, rest assured that this functionality comes bundled in most email marketing software programs.

8- Forgetting to analyze your email campaign performance

It is important to examine the performance of your email campaigns to determine what worked and what failed.
After that, you can repeat the actions yielding the best results.

The open rate, click rate, deliverability percentage and number of forms submitted are just some of the data that you should take into account when launching an email campaign.

Forget to analyze campaign performance and you could end up repeating certain mistakes that could otherwise have been put right easily.

When it comes to launching an email campaign to generate new leads, you can’t just wing it.

These actions should be planned with the focus on the long term with a tried-and-tested process to avoid as many of the above pitfalls as possible.

Feel free to check out the different solutions that are available to help you with this process.

Take advantage of our Straightforward Digital Marketing solutions to generate leads in a simple and easy way.

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About the Author


TraceParts is one of the world’s leading CAD-content platforms for Engineering, Industrial Equipment and Machine Design. TraceParts brings highly targeted Lead Generation marketing services to hundreds of customers of all sizes and from all industries, via powerful cloud-based API and SaaS applications such as 3D part libraries, product catalogs and configurators.

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