Email marketing campaigns are not only a great way to build your brand and spread the word about your products and services, but running them will also help you increase sales and bring in more business if done properly.  If you’ve been running email marketing campaigns and haven’t seen the results you’re looking for, try focusing on improving the points listed below. Here are six ways to increase sales by fixing common email marketing campaign mistakes you might have overlooked.

Write an Appealing Subject Line

The subject line is the first thing your email marketing campaign recipients will see, so it must be done right. A well-written subject line is intriguing and invites your recipient to explore your emails further. It’s important that you stand out amongst all the other emails in your recipient’s inbox; otherwise your email might end up in the trash. Also be sure to avoid words that will trigger the spam filters, like “free”, “help”, and “percent off.” Take the time to think about what would make you open an email and what would entice you, or has enticed you, to buy from a company.

Include a Clear Call-to-Action

Having one clear call-to-action could make all the difference in your email marketing campaigns. You don’t want to confuse or overwhelm your recipients, so make your emails clear by focusing on one specific call-to-action. A good call-to-action should be prominent and on the upper half of your email. Your recipients should know what they’re clicking on and why they’re doing it.

Optimize for Mobile

Mobile marketing is important because nearly everyone has access to their emails through their mobile devices these days. It’s important you make sure that your emails are optimized for mobile viewing, so that they can be easily accessed by your recipients. The best way to do this is by testing your emails on mobile devices first. You also need to make sure that any pages you’re linking to through your email campaign can be viewed on mobile devices.

Send at the Right Time of Day

The day and time you send out your emails is extremely important when running an email marketing campaign. For B2B marketers, Tuesdays are usually the best days to send marketing emails since most people will be at work and most likely accessing their emails. When targeting consumers, however, you may find that your particular audience responds better at different times. Running tests on different days/times and tracking your results will help you pinpoint when you should be sending your emails.

Create a Landing Page for Each Email Campaign

There needs to be a specific landing place for you to focus your email traffic on, rather than a general page, because you can tailor it to the exact message in your email—making people more like to convert. The landing page is the place where your visitors will “land” when they click a link in your email. This can include your main website page, a product page, or a landing page created specifically for a single email campaign. Your recipients should know where the link will take them and they should receive information on the page itself that further explains your offer. The landing page should tie in with your email and add consistency to the message and aesthetics of your campaign.

Conduct A/B Testing

The best way to improve your open rates and click-through rates is to conduct A/B testing. It’s a great idea to test different subject lines, designs, and content in order to figure out what works best for your email marketing campaign. By sending out two versions of the same campaign, you’ll be able to target what works the best and what can be changed. With the information from your tests, you can tweak your emails until you find the right balance you’re looking for.

Focusing on all of these aspects for your email marketing campaign will help you improve your campaigns and increase sales through stronger engagement with your target audience. By fixing common email marketing problems, you’ll see an improvement in your open rates and click-through rates, which will engage your customers and drive in more business. Is your company running email marketing campaigns? Have they been successful? Share with us in the comments!