Many companies rely on email marketing to generate leads and sales. In fact, email marketing is one of the oldest and most reliable marketing techniques in the online world. However, many email campaigns end up falling flat, hardly delivering any worthwhile results. In this article, we’re going to take a look at why email marketing fails, and how to improve your results.
A lack of actionable goals
In order to have a successful campaign you have to make sure that you set clear goals. Each campaign should target a specific business outcome, and you should have the appropriate metrics in order to measure progress. With this approach, you are able to fine tune the copy of each stage of the campaign, and measure it against previous iterations.
Segmenting your email list is one of the most important factors in email marketing. If you do not present your users with personalized emails and offers, they will most likely unsubscribe from your mailing list, leading to wasted effort and downright detrimental results. On the other hand, if you segment your user base along relevant lines, you will see your results skyrocket.
An irregular distribution schedule
Email is most effective when it is properly scheduled. Timing is just as important as presenting the right message to the right person. For example, you will have a time window in which to present a prospect with a retargeting email. If you miss this window, your prospect has either lost interest, or he has already purchased the product or service from one of your competitors.
You will also want to track your results along metrics such as frequency, time of day, and day of the week for each campaign and user segment, in order to determine when your messaging is most successful. Over time, these variables will help increase the efficiency of your campaign.
Low quality content
Quality email content relies on how well you understand your user, his pain points, and the best way to address those pain points. A B2B client will have different needs from a B2C client, and the content in the email should reflect this. For example, targeting a B2B client with content that is meant to trigger an emotional response is much less effective than targeting him with content that presents relevant information to his position within the company, and which helps ease some of the fears that come with making a business decision. On the other hand, targeting a B2C client with dry information will make him lose interest, while special offers, stories, images, and videos will have much more impact.
When it’s all said and done, you are left with the call-to-action (CTA). Without a well-defined CTA, the customer will be left wondering which step to take next. Does he go to the website, and start looking through your pages to find the product you’ve convinced him to buy? Does he have to reply to the automated email in order to set up a call with your sales team? Make sure that your CTA will direct your client to the final step of the conversion process, or else you might lose a done deal.