Why isn’t your email marketing campaign working?
Email marketing is a tactic often used to connect with repeat buyers or people who have signed up for an email list intentionally. Many times, customers will simply opt into these emails the first time they make a purchase. This is an effective way to get marketing materials in front of that target audience, such as telling them when new products are launching, when new sales are beginning or ending, and things of this nature.
But perhaps your company has been putting a lot of time into sending out marketing emails, and you’re just not getting a response. Why isn’t this tactic working? Is there some fundamental problem with your marketing emails that is rendering them ineffective? Below are a few areas to consider.
Problems with the design
First of all, the email may be designed poorly. Perhaps it’s confusing, so even an interested person doesn’t know which link to click to purchase the product that they want. Or perhaps the body of the message is too long, rather than short and to the point. The reader sees it as an overwhelming wall of text.
Giving people too much information can actually keep them from reading it. You’re much better off leaving them asking questions, so they will navigate to your website to find answers. Additionally, you want to make your emails as intuitive and easy to navigate as possible, as even a small amount of confusion can be enough for someone to give up on making a purchase.
Issues with the subject line
One of the most common problems is just that the email doesn’t have a compelling subject line. Even if the contents of the email provide tremendous value to the reader, they’ll never know if they don’t open it. People get dozens or even hundreds of marketing emails every week. Many of them delete these emails without ever reading them. Your first focus should always be on creating a compelling subject line that leaves the reader wanting more. Once you get them to open the email, increasing your click-thru rate, then you have a chance to make a conversion.
Missing your target audience
Additionally, it’s important to know that these messages are going to the right target audience. If people aren’t interested in your products and services, they’re probably not even going to read your emails, and they’re almost certainly not going to buy anything. This can be a problem when purchasing an email list. It’s often much more effective to build that list organically so that you know your marketing efforts are focused on the correct target audience.
We can help with email marketing, analytics, search engine optimization, and much more here at Content Customs. Just give us a call today to find out how.
