Communicating with clients, customers, and targets has proven to be an effective way of growing your business size, customer base, and increasing sales and profit, even more than social media. In fact, you can use Email marketing to achieve almost anything you set out to use it for in your business.
However, marketing via Email will yield the right result only if done the right way.
Start your email marketing with Constant Contact or GetResponse, and you get a 14-day free trial.
There are many components that make email marketing successful: choice of strategy, choice of service provider, subject line, and a couple of other factors. Again, Email is super effective, and it works. If it isn’t bringing changes to your business, then you are doing certain things wrong.
This post aims to highlight some reasons why your Email marketing strategy has been falling flat.
Why Email Marketing Campaigns Fail
1. Failing to Segment Your Email List
You finally have a couple of hundred or thousands of subscribers on your Email list, you are happy. Better yet, subscriber counts keep increasing, and you get happier.
You are clouded by this excitement, so you start sending the same email you sent to your subscriber of 8 months to the one who has just subscribed 2 hours ago.
Segment your mail list and personalize the messages you send to each segment. You can read more on personalization, segmentation, and doing it right in this article.
2. Sending Content of Little or No Value
While the end game of your email marketing strategy may be to increase sales and profit, it makes no sense to bombard your subscribers with content that will add little or zilch value to them.
Mails containing deals, discounts, and events are vital and important, but spice things up. Send an email to that customer who recently bought a shirt on your website, embed an insightful article you saw online on how best he can combine his new shirt with a pair of pants (which you sell).
Make your content all about the customer. If the content proves useful, they’ll keep coming back, and it becomes a win-win. However, if you keep bugging your customers with content of less value, your email list may suffer a huge blow. Worse: a failed email marketing campaign.
3. Poorly Constructed Subject Line
You know that proverbial “cover” that we are always advised not to judge a book by, that’s the “subject line” in email marketing. Truth be told, many still judge a book by its cover, in the same way the subject line decides the fate of an email.
It’s understandable, though, people are (not impatient) but busy. Benchmark reports that an office worker receives about 121 emails every single day.
If you do not want your mails to be “Marked as Read” as I do to a couple of mails that don’t catch my attention, your subject line better be good…and catchy! Avoid certain words and phrases as they could land your mail in your subscribers’ spam folders.
You can check out a couple of effective subject lines you can take a cue from and adapt to your campaign.
4. Oversaturation of Information
Believe me, no one wants to read a newspaper page in their mail. Do not bulk up your contents because you want the subscriber to get a clearer picture of the message you are aiming to convey.
This is where your summary skills come into play. If you performed poorly in summary classes in English while in high school, there’s no need to be worried. Certain email marketing service providers ensure your content is of optimal length.
5. Inconsistency
If you plan to send out content to your subscribers on a daily, weekly, or monthly basis, stick to your timing. If you do it too frequently, especially if it lacks value, you most likely will irritate your subscribers. Do it scarcely and be forgotten. Find a balance and stick to it.
6. Timing
The period you send a mail is a great determining factor as to whether your mail will be opened/or read. Weidert says emails sent on the weekends (Saturday and Sunday) tend to have the best click-through rate (9%). In addition, 6:00 AM is also reported to be the highest click-through period.
These timings and periods may not work for you or your business, but testing out different timings and periods to see which is optimal is a surefire way to find what best rocks your boat.
The above reasons are some of the reasons your email marketing campaign may be failing. Take a current from them and ride your way to a successful ride with email.
