Boo Hoo! 7 Reasons Your Email Marketing Isn’t Working
Posted by Elspeth M. on Monday, February 25th, 2013
If someone gave us a quarter for every time they said that email marketing doesn’t work, we’d be able to retire to the islands and live happily ever after. The truth is, email marketing requires you to abide by a specific set of guidelines in order to get the results you want. Do you know what they are?
There are a few places things can go really wrong in your email marketing campaign. To get started, make sure these basic seven rules are always being followed:
You aren’t telling readers what to do.
At every possible opportunity, you must tell the reader what to do. Should they, ‘Read More, ‘ ‘Buy Now, ‘or ‘Visit the Website?’ Adding the right calls to action will drastically increase your conversions.
Targeting the wrong list of email subscribers.
If you send house cleaning company listings to stay-at-home moms whose job it is to clean the house, you probably won’t see very good results. Make sure your email marketing is relevant to the audience you want to read it. For example, tips on housecleaning and products to try with links to coupons would interest moms right away.
Poorly written content is boring your market.
What does that mean? Email content needs to be relevant, timely and interesting. Experiment with formulas to decide what that means, exactly, to your audience. Plus no spelling errors or misuse of grammar, please.
Links don’t work and can’t be easily followed.
If a reader can’t click a link in your email, you’ve probably lost their interest. It’s frustrating. Test them before you click send to avoid issues later.
Design isn’t easy to read.
A gray background with white text will make readers squint to read your words. Use a high contrast (white on black is the highest) text color and lay out information in a format that’s simple, clear and quick to scan.
Slow website = less sales.
If you haven’t updated your website since Jurassic Park was popular, it’s time. Make sure you develop a mobile optimized website as well so folks who get your email on their phone can see your site.
You should only execute a campaign daily if you have unique, relevant data to share every day. Most companies don’t. If you send too many emails, it’s not just spammy but it makes deals less relevant and more likely to be deleted (i.e. no one will act on 35% off if it’s 35% off once a week.)
Let’s start there. Make sure you’re doing each of these suggestions perfectly to get ultimate conversions. Remember that a few points will need to be tested and measured. You won’t get all the results you want right away until each suggestion is perfected … so until then, no crying, please.
If you continue to need assistance, hire Click Mail – we’ll recommend all the tools you need to create a successful marketing campaign every time.