With most email users using automated spam filters and emails getting sent directly into Gmail’s Promotions folder, the deliverability and readability of marketing emails has dropped drastically.
Even though some might argue that email marketing is losing its edge as the most efficient B2B marketing strategy, that is simply not true. Email marketing has a unique set of challenges – but once you learn how to turn the stumbling blocks into stepping stones, it is still a surefire way to win over customers and generate plenty of business.
What you need to understand is that is that email marketing campaigns do not fail because there is too much clutter to break through. They fail because of the inability of their marketer to chalk out a robust email campaign strategy. Here are 5 simple reasons your email marketing campaign is failing.
1) You don’t know your target audience
A study from The Direct Marketing Association (DMA) revealed that 77% of ROI comes from segmented, targeted and triggered campaigns.
Not being able to identify your potential target audience could present a major constraint when it comes to sending out email communications. Marketers (and businesses) must do their homework before carrying out their email marketing operations – this means clearly defining who their target customers are, and what their needs, preferences, demographics and psychographic characteristics might be.
2) You don’t update your contact database
Every database goes through substantial depreciation over a period of time. An outdated and under-performing database impedes your campaign success and may lead to a very poor response rate, conversion rate and ultimately a lesser ROI. This means it’s imperative for marketers to make no compromises when it comes to acquiring quality databases.
If you already have a database, make sure it is well maintained and fully up-to-date so that your sales teams are equipped with reliable data at all times. You may also opt for data appending services to capitalize on a reliable, accurate and error-free database.
3) You don’t personalize your emails
Personalization is the way forward in today’s world – you can no longer rely on a ‘one-size-fits-most’ approach. The open rate for e-mails with a personalized message was 18.8% in 2016 as opposed to 13.1% without any personalization, says a Statista report.
The time-efficient solution for marketers is to divide their target market into different segments based on the similarity of interests, values and preferences shared by the customers. This will help you design and disseminate personalized, needs-specific messages to customers and stimulate the right triggers in customers’ minds.
4) You don’t format emails properly
If your target customers lack the motivation to read your emails, there could be something wrong with the design, look and feel of them. Savvy marketers should have an arsenal of attractive email templates that best appeal to their target prospects. The use of the logo, colors, pictures, CTA buttons and other elements should be synchronized well and experimentation in design must not be feared.
If you’re looking for email marketing software with a drag-n-drop editor and tons of attractive templates, there are many out there to give a try – many of them being quite easy to use, powerful in execution and with great customer support.
In addition, the body of the email (including the subject line) must clearly convey the intended message. You should also consider how many emails are opened on mobile devices and optimize them for better readability accordingly. According to Litmus’ Email Analytics report, the number of emails opened on mobile devices has risen and sits at 56% of all emails sent.
5) Your emails aren’t relevant
Quite often, an email is simply not given any attention by the receiver due to the lack of perceived value in it.
Before sending email communications out to a mass audience, digital marketers must segment their target market as well as keeping in mind their specific needs and preferences. They should design messages that personally appeal to them and address their individual challenges and needs.
Failing to do so could lead to an increase in unsubscribe rates, low open rates, low response rate and eventually a low conversion rate on all email marketing efforts.