Despite announcements of the death of email as a marketing tool, it remains the most popular tactic among B2B marketing professionals, at least in part because it is the most cost-effective.
Some of those proclaiming the premature demise of email is speaking from the ineffectiveness of their own email campaigns. At least some of them are still trying to be successful while using their grandmother’s email strategy – the strategy that worked five or six years ago.
If you find yourself in this group, here are 15 possible reasons your email marketing doesn’t work.
Table of Contents
15 Reasons Your Email Marketing Doesn’t Work
1. You are still sending out an email newsletter that is nothing more than links to your most recent blog posts. You need fresh content.
2. Your emails are not mobile-friendly. If your email is unreadable on a Smartphone or a tablet, it might not be read at all. More than 75% of people read email on mobile devices.
3. You are still using boring subject lines.
4. You are not triggering emails with recipient actions. This takes more time to set up. However, more people will open your emails.
5. You still devote a significant portion of each issue of your newsletter, bragging about something in your personal life that you believe convinces everyone of your success and wealth. It’s still inappropriate, and it still makes you look like a “wanna-be.”
6. You do not include video files. If your email service provider refuses to include a video, you should talk to them or change providers. If you use a video format other than HTML5, you must get up to date.
7. If you are in a business that uses special characters (music notes, foreign language alphabets, etc. ) and you still think you cannot use these special characters in email subject lines, yet up to date and start making your subject lines more appealing.
8. You are still using boring headlines, such as ‘Business coach in Perth,’ not ‘Awesome coaching for business!’.
9. Your timing is bad. Kissmetrics has published powerful data on email frequency at each stage of the customer relationship.
10. You are using a format for personal communication impersonally. The broadcast email with impersonal push-marketing messages has been laid to rest. Email is your best opportunity to start a conversation with a real person or to continue a conversation begun by a prospect or customer.
11. You forgot that people said they wanted to hear from you when they opted-in and joined your mailing list. Manage your lists effectively and send people what they said they wanted from you.
12. It’s the ideal way to send customers coupons and gift cards. According to recent research, free shipping is no longer considered an added value. It is an expected part of a deal. The new free shipping offer is a coupon or a gift card. Email service providers make it very easy to add a coupon or a gift certificate to an email.
13. You have one big email list, and everyone gets the same email content from you simultaneously. This was your grandmother’s approach to email. Success today requires micro-segmented lists based on interests, needs, buying habits, etc. – not age and location.
14. You are sending emails in isolation from your other fantastic marketing ideas and efforts. Email is like social media in this regard: it needs to be integrated into larger marketing efforts as one of several mutually supporting activities.
15. Your email calls to action do not take people to the appropriate landing page. Landing pages are important because they make it very clear that people are on the right page of your website to continue the action they began with a click-through from your email, they tell visitors what they need to do next, and they provide any necessary additional information.
A Qick Overview
- Poor Email List Quality: If you send emails to a list of unengaged or uninterested subscribers, your email marketing efforts will likely fall flat. Take the time to clean up your list and focus on building a high-quality, engaged audience.
- Lacking Personalization: Personalization is key to creating an engaging email experience. Tailor your emails to your subscribers’ interests, behavior, and preferences to boost open and click-through rates.
- Unclear Subject Lines: Your subject lines are the first thing your subscribers see, so they must be clear and attention-grabbing. Avoid vague or spammy subject lines that could turn off your audience.
- Irrelevant Content: If your emails don’t provide value to your subscribers, they’ll quickly lose interest. Ensure your content is relevant, informative, and helpful to your audience.
- Too Much Selling: While it’s important to promote your products or services, bombarding your subscribers with sales pitches can lead to unsubscribes. Focus on building relationships with your audience and providing value rather than just pushing sales.
- Sending Emails at the Wrong Time: Timing is everything regarding email marketing. Experiment with different send times to see when your subscribers will most likely engage with your content.
- Neglecting Mobile Optimization: More than half of all emails are opened on mobile devices, so it’s crucial to ensure your emails are optimized for mobile. Use responsive design and keep your content short and easy to read.
- Poor Email Design: Your emails should be visually appealing and easy to navigate. Use a clear layout, eye-catching graphics, and a cohesive design that aligns with your brand.
- Not Segmenting Your Audience: Not all subscribers have the same interests or needs, so it’s important to segment your audience and tailor your emails accordingly. Use data like past purchases or website behavior to create targeted campaigns.
- Overlooking A/B Testing: A/B testing is a powerful tool for improving your email marketing efforts. Test different subject lines, content, and calls to action to see what resonates with your audience.
- Ignoring Deliverability: If your emails aren’t reaching your subscribers’ inboxes, your efforts are wasted. Ensure your sender’s reputation is in good standing, and follow best practices for avoiding spam filters.
- Lack of Follow-Up: Follow-up emails are a great way to nurture leads and move them through the sales funnel. Don’t neglect this crucial step in your email marketing strategy.
- Failing to Provide Value: Your subscribers expect to receive value from your emails. Ensure your content is helpful and informative, and don’t be afraid to provide exclusive offers or discounts.
- Not Setting Clear Goals: Without clear goals, it isn’t easy to measure the success of your email marketing efforts. Define your objectives and track your progress to ensure you’re on the right track.
- Neglecting Analytics: Analytics provide valuable insights into the effectiveness of your email marketing campaigns. Pay attention to metrics like open rates, click-through rates, and conversion rates, and use this data to improve your strategy continually.
If you are making any or all of these email marketing mistakes (or others), it is unsurprising that your email marketing doesn’t work. By fixing these mistakes, one by one, you will be well on your way to email marketing success.