Why Isn’t My Email Marketing Working?
You’ve made email marketing a key part of your marketing strategy. You’ve carefully compiled your email list, created some beautiful email designs, and wrote some amazing copy….
So why aren’t isn’t your email marketing getting a response?
There is no one definitive explanation of why an email marketing campaign doesn’t perform. But, there are best practices you can implement to help improve your results.
Segment your email lists.
Personalized content is key to a successful marketing emails. Email segmentation essentially means separating the people on your email list into small groups, based on some type of commonality. Whether you distinguish your segments by the types of things they purchase, how recently they’ve made a purchase,or the discounts they’ve redeemed, segmentation allows you to tailor your messages based on the recipient, and what they’ll likely notice.
While segmenting your lists takes a little more effort than a generic email sent to all ,analysis by MailChimp indicates that it’s time well spent. Opens and clicks on segmented email lists are 100% higher than they are with a non-segmented list. Once you do segment, the content of your email should be tailored to the specific group, along with the subject line. (More on that later).
Schedule emails to suit your audience.
You can’t change the fact that the recipients on your email list probably have a cluttered email inbox, but you can increase the chances that your email will get noticed by sending it when you have a captive audience.
One study by MailChimp revealed that emails sent on a Thursday generally receive the highest amount of opens, followed closely by those sent on a Tuesday. Unless your email content is related to a hobby or a recreational activity, avoid sending emails on the weekend.If your email list is made up of consumers (not a business-to-business communication) send your email early in the morning, before traditional office hours begin. Your recipients are most likely to be commuting into the office, or actively checking their email before their day is in full swing.
Avoid email fatigue
In the same way that you want to schedule email sends around the time of day and week that fits best for your audience, you also want to make sure that the frequency in which you send these emails fits your audience. As you start to track your engagement metrics (see more below), you can determine how often your audience wants to be contacted. And many email platforms allow you to set up a preference center, which gives you the ability to let your audience actually tell you how frequently they would like to be contacted by you.
Why is frequency so important? If you don’t email often enough, your brand will not stay top-of-mind with your audience. On the other end, if you email too often your audience could begin to experience email fatigue. In short, email fatigue is when your audience gets. tired. of. getting. so. many. emails. from. you. They will stop opening them and engaging with them. If this happens too often, some email clients will begin to automatically direct these emails to clutter or spam folders.
Experiment with subject lines.
An email subject line is your first chance to make a first (or potentially, last) impression. While the “right” subject line depends on the content in your email, the audience and your relationship with the recipient, there are a few tricks of the trade you can apply:
Subject lines should lead with actionable language and a clear payoff for the recipient. Eliminate unnecessary nouns and pronouns. Use words like “save,” “learn,” “take,” or “see” to get right to the point.Personalize subject lines to indicate that you know the recipient. Is the recipient on your email list because she purchased a similar item in the past? Perhaps she redeemed a similar promotional offer once before, or left an item in a shopping cart. Tell her why she’s got to open your email.
Appeal to your readers.
There is one thing your reader wants to know in your email: “What’s in it for me?” Your email copy should address that question within the first few lines of copy, and include a clear call to action. If you make them scroll, they probably won’t find it.
Test how your email displays.
At least half of all emails are now opened on a mobile device, according to Hubspot. Perhaps more importantly, mobile users check mails three times more frequently than desktop users. Ensure that your emails can be opened and read on a mobile device and a traditional computer screen, and that the appearance and functionality appearance works in all email clients including Apple iPhone, Gmail, Apple iPad, Android, Apple Mail and Outlook.
Use metrics to refine your marketing.
Email campaign metrics can tell you a lot about your customers and business opportunity. Some of the top metrics include how many people opened your message (your open rate), read your emails, clicked on the links (your click through rate) and who unsubscribed from your list entirely after receiving a specific email.
Establish a cadence for when you’ll run campaign reports. Then establish and test against benchmarks so you have a foundation from which to build. Apply your findings to test variables like subject lines, creative messages, the landing pages you use and the time you send the email. Then refine continually. Eventually, patterns will emerge and you’ll start to know how to optimize email as a channel that helps drive results.
Always remember that your customers come first
Just like they do in every other aspect of your business, your customers need to come first with email marketing. Never send emails just to send emails. Members of your audience gave you their email address with the understanding that you would provide something of value. Share a great discount. Share an educational blog post. Establish a weekly or monthly email newsletter that focuses on topics that are important to them. Just be sure to stay true to that unspoken agreement. And always send something that will that will also strengthen your relationship with your audience.
Email marketing can be an exceptionally useful tool in your marketing strategy – if you do it right! By integrating these useful tips into your email marketing program, you should begin to see better results. Any by continuously watching your metrics and A/B testing your email content, those results should continue to improve.