Email marketing is one of the best ways for organizations to communicate with their clients and prospects. It can be used to drive traffic to your website, share promotions, elicit feedback and share stories about your brand – the possibilities are endless. So why are your results nowhere near what you thought they’d be?
Here are a few reasons why your emails may not be working:
You are sending too many. A lot of marketers are guilty of this. We need to meet a target, promote a deal, or share some news. The result: our customers feel bombarded, which results in lower engagement and increased unsubscribes. Remember, your audience is receiving tons of messages each day, be selective in what you communicate via email.
Your emails are not on strategy. This is one is especially relevant for those who send out emails on behalf of their clients and senior management. They need to make an announcement or sell more units, so they ask you to send out an email that doesn’t fit in with the overall strategy. Re-evaluate your efforts and look at alternative options. If email is the right choice, make sure your messaging is engaging and that it complements your strategy.
Your customers are not using email as much. Audience preferences are changing as new mediums are introduced. Do a little research on your target market: Are they using emails? Perhaps they prefer social media? Which networks are they on? Maybe they even like to receive offers in the mail? Knowing your customer and how they like to communicate is important. Segmentation is a crucial part of your strategy, as not all of your customers and prospects use the same tools.
Your subject lines are weak. A subject line must entice your audience and give them a reason to open your email. Keep it short and sweet, use action verbs, give them a taste of what they will get in your email and create a sense of urgency. Check out these tips to help you write subject lines that get clicks.
Your content needs work. If your content does not add value to customers, your email efforts will fall flat. Interesting, well-crafted content is what will engage your customer and keep them coming back for more. Weave photos, success stories and tips into your emails. If you have a blog, use snippets from it to provide a variety of interesting content.
Your design isn’t helping you. Even if you have all the other elements, a poorly designed email will prevent your customers from reading it and taking action. When your customers click on the email, it needs to be readable, clean and responsive on different devices. This is crucial in order to get your message across.
There is no doubt that email is a great way to reach your audiences. When used effectively, as part of a larger strategy, it can engage your customers, drive traffic to your website, increase sales and ultimately grow your business.