Email marketing is a powerful digital marketing channel with a tremendous ROI. But it can be difficult to stay up-to-date on the latest strategies that drive results.
Jay recommends avoiding relying on superficial best practice advice and benchmarking your list’s performance. He cites example of an email whose subject line “RE: Your top-rated pizza deals” generated more opens than a generic message with the same content.
Lack of Timing Control
Email marketers often make the mistake of over-saturating their subscribers with emails. Bombarding them with a constant stream of promotional emails can lead to unsubscribe rates and lower engagement. Conversely, sending emails too infrequently can cause subscribers to forget about your brand. The key is to find the right balance based on user data and your business goals.
Once your subscriber has given you permission to contact them, they expect that the emails they receive will provide them with value. Unfortunately, many businesses fail to deliver on this promise. This could be due to a lack of understanding the buyer’s journey or simply not creating email content that matches the needs and expectations of their audience.
Another reason email campaigns may not be effective is the failure to create clear, visible call-to-actions (CTA) within an email. CTAs are an essential part of any marketing campaign, but the nature, placement, and number of CTAs in an email should be carefully considered to avoid confusion and decision fatigue.
Lastly, some marketers overlook the importance of using responsive email design to ensure their messages are properly displayed on all devices and email clients. This is especially important in a world where many of our subscribers now read their emails on mobile devices.
Many companies fall into the trap of thinking that they should only send discounts in their emails to encourage conversions. However, it is important to remember that all subscribers on your mailing list got there because they had an interest in what you have to offer. Providing them with relevant content and value-based offers will go a long way to keeping them engaged.
If your current email marketing strategy is not delivering the results you need, it’s time to re-evaluate your approach. A few small improvements can dramatically improve your results and your audience’s experience. So, what are you waiting for? Get in touch with us today to learn how we can help your business grow through email. We look forward to hearing from you!
Hiding the Unsubscribe Button
Email marketers want to keep recipients as engaged as possible. However, if your content is not relevant or valuable to your subscribers, it may become difficult to retain them on your list. This can lead to an unsubscribe rate that is too high and negatively impact your email marketing metrics.
Hiding or making your unsubscribe button hard to find or visually inaccessible can also be a major issue that can lead to frustration and even legal repercussions. Companies that purposefully hide or make their unsubscribe link inconvenient for recipients could face a fine or worse from the email service providers (ESPs) they use, or use a alternative to lemlist.
The key to preventing the unsubscribe rate from getting out of control is ensuring that your emails are relevant and valuable to your recipients, which can be done by personalizing your messages and implementing a double opt-in system. In addition, brands should avoid sending too many emails, as this can lead to recipients marking your email as spam.
When recipients mark your email as spam, it will affect your deliverability and engagement metrics, which can hurt your email marketing efforts. However, if you aren’t getting any clicks or conversions from the recipients on your list, it’s better to lose a few uninterested recipients than continue to send them irrelevant content that will not benefit your business.
Reengaging inactive recipients is another essential aspect of email marketing, and it’s easier than you might think. Sending a personalized email that emphasizes how much you miss them or includes an incentive for them to return is one way of doing this. You can also include social media links/buttons or suggest other ways they could stay in touch with your brand.
Another effective method is using polls to learn more about your subscribers’ interests and preferences. For example, a company can use a poll to ask subscribers what topics they are interested in and how often they would like to hear from the brand. This information can then be used to create more relevant and engaging content that is less likely to result in an unsubscribe.
Relying on Purchased or Renting Lists
You may be tempted to save time and money by using a purchased or rental email list. But be careful — it can end up costing you more than you think. Email lists that are rented or purchased have not been vetted and verified, which can lead to data accuracy issues, spam reporting and reputation damage with email platforms. These problems can impact your email deliverability and the overall performance of your campaigns.
Moreover, relying on a rented list means you aren’t building brand awareness and loyalty with your customers. Getting to know your audience and providing them with valuable content is the best way to build trust and nurture engagement. This will also help to increase conversions.
In addition to this, a purchased or rented list will likely contain many inactive emails that are not delivering any value for your company. These inactive contacts will not open your emails and will contribute to your email bounce rates. Eventually, this will cause your email platform to flag you as a spammer and could damage your IP reputation with the platform and your customers.
If you’re looking to grow your email list, consider implementing a sign-up form on your website. Or, use social media and in-person events to collect email addresses. And remember to keep your content interesting, relevant and informative – this will encourage subscribers to engage with your brand and convert to paying customers.
As email marketers, it’s essential to continuously test your campaigns and monitor their results. This way, you can identify which strategies aren’t working and make necessary adjustments. Additionally, it’s important to set clear goals and measure your success. Doing this will allow you to determine the ROI of your campaigns and improve your future strategies. So, be sure to track metrics such as open and click-through rates, as well as if your emails are being shared or forwarded by recipients. By analyzing these metrics, you can ensure that your campaign is resonating with your target audience and is driving results for your business. With the right data, you can craft email campaigns that are highly effective and aligned with your business goals.
Aggressive Marketing
As a marketer, you may be eager to learn all the latest strategies to grow your business. However, more is not always better. Aggressive marketing, gone too far, puts off potential customers and actually drives them away instead of converting them into loyal, long-term clients. In contrast, a more ethical method of communication, known as persuasive marketing, can create a positive association that lasts much longer than an aggressive one.
The key to creating a successful email marketing campaign is providing valuable information that adds value to your subscribers and customers. The more relevant and useful your emails are, the more likely your readers will be to stay engaged with your brand and make purchases.
For example, sharing industry news or a new blog article with your subscribers is an excellent way to engage them and provide value. Sending them a new product update or a special offer is also another great way to keep your audience interested and convert them into repeat customers.
You should also avoid using deceptive tactics like clickbait titles or shady subject lines that are designed to lure in unsuspecting subscribers into clicking on an email. Such deceptive tactics are a common reason people unsubscribe from an email list and can damage your sender reputation.
Finally, a good email marketing strategy involves segmentation. Creating segments allows you to target your emails more effectively and improves the accuracy of your results. Segmenting your email list based on the number of times a subscriber completes a certain action or the amount of time they spend on each page can help you identify the most effective messaging and improve your conversion rate.
Similarly, you should also be able to identify the best day and time to send your emails. The number of times a person opens your email, the amount of time they spend on it, and the type of device they use to open it will all influence when they are most likely to act. By experimenting with different sending times and content, you can find the optimal combination that produces the best results for your business.