If you feel like your marketing emails are a waste, you are not alone. Many companies fall into a similar trap, and most brands don’t make much headway when they send people emails.
Why might your marketing emails be underperforming, and how can you pivot? Let’s take a look.
You’re blasting instead of segmenting
One of the biggest problems is that you’re blasting instead of segmenting. Many brands treat their customers as a single entity without realizing that there are significant differences between them. Once you start segmenting, you can meet their specific needs instead of just providing them with general content that might not be of interest to them.
Think about how they’re behaving on your website and what they want. For example, does somebody who just abandoned the cart really want another marketing email about another product? Or do they want a discount code that will encourage them to complete the sale?
You’re not asking yourself what’s in your emails for your customers
Another reason your email marketing might not be working is that you’re failing to ask yourself what’s in it for your customers. Most people don’t want to read a long, dry email about things that have been happening inside your company. Instead, they want some real value from you.
- Don’t just spam people with promotions. Provide them with helpful tutorials that help them get the most out of the products or services that you sell.
- Alternatively, provide them with exclusive content that genuinely solves a problem for them. Give them something that other companies aren’t.
You’re ignoring technical issues
You could also be falling behind in ways that you don’t like because there are invisible technical issues that you need to overcome. Your emails might be great, but if they don’t arrive in your customers’ or prospects’ inboxes, then they’re no use. Make sure you properly configure DMARC, DKIM, and SPF. If you don’t do this, then email clients likely flag you as spam and prevent your emails from getting through.
You’re ignoring mobile reality
You could also be falling into the trap of ignoring mobile reality. Many new companies forget that 60% of emails are opened on mobile devices. If your email design features lots of tiny fonts and large images that take a long time to load, you’re not going to be very popular with this crowd, which is the majority of your market.
The easy fix is to design your emails to be skimmed, using clear headings, short paragraphs, and large, legible font sizes.
Your CTAs are weak
Finally, if you don’t know exactly what you want the reader to do after reading your emails, they’re much less likely to take action or convert. A lot of emails have weak calls to action (CTAs), and many customers can experience problems like choice paralysis, not knowing what to do next.
The easy fix is for every email you send to have a singular, clear goal. All you need to do at the end is provide a CTA button that users can click to take the next step with you.
