Email marketing is a powerful tool because it allows business owners to reach a large number of individuals quickly and in a cost effective manner. Email is one of the top performing internet-based marketing mediums – return on investment (ROI) averages $40 for every $1 spent.
Email campaigns are an important step in the inbound marketing process. Individuals who visit your website and express interest in your products or services may not
be ready to make a purchase. That’s why you need to follow-up with useful information, continuing to contact them as they move through the buyer’s journey.
Also keep in mind that email is an important step in keeping current customers happy. In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States according to eMarketer.
If you’re not seeing results from your email marketing campaigns, consider if you’re making the mistakes listed below.
1. Bad or poorly targeted list – if you don’t have a strong list with individuals who are interested in your content, you’ll never be successful. Don’t buy lists, and remember that a double opt-in list is best – meaning they’ve confirmed that they want to receive your emails.
2. Poor subject lines – the subject line is first thing the subscriber will see. Does it grab the reader’s attention or does it make them want to click the ‘delete’ button?
3. Poor content – make sure you share content that your audience is interested in. If not, they’ll start to ignore future emails. If you’re unsure what type of content they like, then you should re-visit your buyer personas, which are descriptions of your ideal client.
4. ‘Spamy’ content – spam filters are getting stronger and are searching for ‘spamy’ content. If your emails get sent to spam folders, your campaigns will never be a success.
5. Email timing – are you sending emails on the best day of the week and at the best time of day? Every audience will be different, so test and see what’s best for your list.
6. Frequency of distribution – are you sending too many emails? Are you sending too few emails? Find the right balance. Again, test and see what works best with the audience.
7. Template design – is the template you’re using helping to build your brand? We recommend using professional graphic design services to ensure a consistent look and feel.
8. Images – Spam filters don’t like the over-use of images. You should include images, but good, quality text is very important. Find the right balance.
9. No call to action – what is the purpose of your emails? If you don’t have a clear call to action, then you’re wasting time and resources on email marketing.
Have more questions about email marketing? Leave a comment below and we’ll be sure to respond!