Here’s Why Your Email Marketing Strategy Isn’t Working
By Steven Czyrny
When your email marketing strategy fails you, it costs you clients and money. Here’s what you might be doing wrong and what you can do to fix it.
These days, having a proper email marketing strategy is one of the most reliable ways to boost your conversion rates.
Why is email marketing so important? For starters, people who’re interested in email marketing spend 138% more than those who don’t care about email offers.
Sounds intriguing? Here’s another stat for you: on average, companies that utilize email marketing earn 30 times of what they spend. In other words, using suboptimal email marketing strategies is losing you money.
Not sure what you’re doing wrong? It’s probably some combination of the following 5 factors.
1. Lack of Trust
Generating trust with your email subscribers is a key part of any email marketing strategy.
For example, people want to know that their emails come from a real person. Generic return addresses and unsigned emails both scream spam. On the other hand, including company information gives off a professional vibe.
Also, always include an unsubscribe link. This won’t help you attract customers, but leaving it out is a bit too shady.
2. Design Errors
In 2018, approximately 55% of all emails are opened on mobile devices. Check out your email design — does it look good on a smartphone? If not, you’ve already lost the majority of your subscribers.
Now, making your emails seem mobile-friendly is not an easy task. However, here is a pro tip that many companies neglect: your text-to-image ratio should be 80:20. It’s been proven that this balance of text and images gets the best results.
3. Doing Too Much (Or Too Little)
As you can imagine, nobody likes getting a half-dozen emails within a week of subscribing to a newsletter.
However, the opposite is also true. If people subscribe to your newsletter, that means they’re interested in what you have to say. Sending too few emails might make them lose their interest and unsubscribe.
So, what’s the sweet spot? Most experts agree that it’s somewhere in the range of two weeks. Of course, it’s always a good idea to test whether this theory works for your specific needs.
4. Lack of Testing
Speaking of testing, you should always have an idea which email opens lead to sales. The easiest way to do so is to track all the important analytics and adjust them when needed.
If you discover that your main issue is getting signups, you can try testing a couple of different opt-ins. Some formats simply work better than others. Plus, this will make it easier to create a reliable lead magnet.
5. Misunderstanding Your Audience
Sometimes, the issue is a simple one: you aren’t able to connect with your target audience.
You can try to solve this issue by segmenting your email list. After the first couple of emails, send your subscribers a survey to find out what kind of information they want to receive. This helps with understanding your audience’s needs.
Personalizing your emails beyond using first names is also a big deal nowadays. You can use your subscribers’ data to find out more about their values, goals, and challenges.
Finding the Right Email Marketing Strategy
Of course, these are just some general tips for leveraging your email list. Finding the right marketing strategy for your specific needs will probably take some additional time and effort.
If you’re not sure where to start, why not contact the professionals? We’ve been in this business for a long time, and we’re confident we can help you with developing a perfect email marketing plan.