What to Do When Email Marketing Doesn’t Work

email marketing doesnt work

Email is a cornerstone of any marketing campaign because it’s an effective, reliable way to convert leads into sales and retain current customers. After all, 99 percent of users check their email every day, and consumers prefer email communication from businesses.

But the reality is that, on average, office workers are sending upwards of 120 emails per day. Competition for attention in a crowded inbox is huge. Your emails have to stand out to see the kind of open and conversion rates you’re expecting.

So what happens when you aren’t seeing results from your email marketing campaign? Why isn’t it working, and how can you fix it? Let’s explore some of the reasons why your emails might not have landed, how you can avoid those pitfalls, and a few ways to know when an email isn’t the right answer at all.

Your Email Features the Wrong Content

Content problems? You might actually have segmentation problems.

If your email readers are finding that the content included in your emails is irrelevant to them, they’re not going to interact with that email, and there’s a good chance that they will unsubscribe altogether.

Email segmentation is grouping your contacts into certain categories to better target your content. If the biggest complaint recipients have about the emails they receive from companies is that the content is not relevant, email segmentation will go a long way to combat the problem.

No matter what kind of business you’re running, or what kind of email content you’re sending, segmentation can help you make that content as relevant as possible.

Whether you’re sorting by gender, location, sign-up date, or cart activity, targeted content is going to help convert leads into sales. According to Mailchimp, segmented email campaigns have improved open rates, 100 percent more clicks, and 10 percent fewer unsubscribes.

Your Content Doesn’t Convert

You’ve done the research and looked at the data. You’ve segmented your email list. You send out personalized emails to your different segments — only to find that none of your emails land. Your open rates are low, and your click-through rates even lower.

Writing engaging content is tough, especially if you don’t have a dedicated copywriter on staff. Following a few simple tips to make sure your emails are engaging will go a long way to getting the results you’re looking for with your emails.

First, avoid spelling and grammar errors. The vast majority of recipients will delete an email immediately if they notice errors in the subject line or body of the email. Have someone else proof your emails before you send them, to ensure there are no embarrassing mistakes that will live on in all of your clients’ inboxes.

Getting your subject line right is huge for the success of your email. Be sure to use language that appeals to your subscribers, and avoid language that doesn’t. Emojis and casual language are going to work for some brands, and fall flat for others.

Finally, have a clear and obvious call to action (CTA). Do you want your subscribers to read more content on your blog? Purchase an item? Sign up for something? Whatever it is, make sure the email consistently promotes this call to action. Even better, design your email around this call to action.

Your Email Design is Letting You Down

If your email list is segmented, and your content is targeted and well-written, the next common problem for email campaigns are email designs that are unappealing. These unappealing email designs work against you.

The call to action is the most important part of your email. Your design should reflect that. Make sure your CTAs are easy to see and that there aren’t too many of them.

Responsiveness is also key to any email design, since your subscribers are going to be reading on a variety of devices. If your email doesn’t look good on a phone, it’s pretty much guaranteed to fall flat.

It Wasn’t the Right Time for an Email

Email marketing works, and it’s not going anywhere, but it’s not the end-all be-all of a client touchpoint strategy. Email is never going to be the only way you’re communicating with your clients, and sometimes an email doesn’t perform because it wasn’t the right touchpoint at the right time.

Research shows that clients want consistent and personalized touchpoints throughout their relationship with a company. The key word in that research is “personalized.” The options for digital touchpoints continue to grow between email, customer support chat, online portals, and more, but personalization is what really matters to customers.

And what’s more personal than a handwritten note? That’s why Bond has created a platform that gives you the ability to send handwritten notes at scale.

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