It’s true that the readability of and ability to deliver emails is on the decline. This is because servers, which use automated spam filters, send our emails directly to “spam”. There they are left sitting, never to be found. Is this the end of email marketing as we know it?
Don’t give up; once you learn to turn the stumbling blocks of email marketing into stepping stones, you’re ready to win over customers and capture leads.
It’s important to realize that email marketing campaigns don’t fail due to people’s inboxes filling up. They fail because of the inability of marketers to develop a good quality email campaign strategy. That’s where we can help.
Here are 4 common reasons why your email marketing strategy isn’t working (and ways to resolve the issues):
1. You haven’t created trust
Just because someone has given you their email, doesn’t mean they trust you (yet). Employ these methods to begin building that trust:
- Only email people who want to be emailed by you. Don’t poach bulk email lists for the sake of increasing the number of people on your listserv.
- Always include a clearly marked way to unsubscribe
- Introduce yourself
- Provide valuable content
- Be patient. Remember, trust can only be built over a period of time
2. You are sending emails at the wrong time
The best time to send any kind of marketing email varies from business to business and depends on the size and industry your business is in. Basically, stats provide us with a lot of different (and conflicting) information about when is the best time to send an email, but you can actually track this yourself to find the best time for your business to blast its weekly newsletter and/or promotional offers. Use email tracking software from any popular CRM system to test your emails with a variety of times and days. Track how many get opened, and how many lead to a click on a product or link within the email. This way you can find a time that’s optimal for your business and customers.
3. Poor email design
If your target customer isn’t reading your emails, it could be anything related to the look, feel, or overall design. You should have a range of attractive email templates to best appeal to your target prospects. The use of the colors, logos, pictures, banners, call-to-action buttons and other elements should be synchronized to create an irresistible email.
Remember to consider the variety of devices that people are opening their emails from. Ensure your emails are optimized for each device, including mobile. Stats have shown that the number of emails that are opened on an mobile has increased to 56%. This isn’t something any business can afford to ignore.
4. Unappealing subject line
Consider the number of emails one person can receive in a day. If you want to stand out from the crowd, you need to make sure your subject line is succinct, catchy, and relevant. Avoid misleading phrases and the excessive use of punctuation marks and capitals. Try to avoid it sounding too “sales-like”, otherwise, it will probably head straight to the “junk folder”…or, worse, spam.
Try making these four simple yet effective changes to your email marketing strategy and watch the number of people opening your emails climb.