Identify Email Marketing Problems and Fix Them
There is NOTHING in digital marketing more important than email, right?
Even with social media, bots, apps, and all the rest, email marketing is still how we communicate to most of our customers and prospects.
But email marketing problems can slow our growth. They trick is to prevent the problem or identify and fix it as soon as possible.
What Are The Most Common Email Marketing Problems?
1) Low Delivery Rate
2) Low Open Rate
3) Low Click Rate
4) High Unsubscribe Rate
The good news is, there are solutions to each of these problems:
Low Delivery Rate The solution is to use a double opt-in system to confirm that subscribers actually want to be on your list. If your list is bogged down with undeliverable and unresponsive emails, deliverability drops, your reputation suffers, and you could see our emails being blocked by major providers. A list of subscribers that actually want to receive your information is critical to building a responsive list.
Low Open Rate Once you have subscribers on your list, the next thing to track is your open rate. Improving your open rates will be a combination of art and science. The first step is the science. Look at the numbers to see if your emails are being opened. Then the art kicks in. Try different wording. Be sure to personalize the subject line to capture more attention. Make sure the subject line focuses on meeting your prospect’s needs. Test the results. The key is to find the combination that resonates best with your audience. When you do, your open rate goes up.
Low Click Rate If your message is getting delivered and your message is being opened, the next part to check is the click rate. You want your readers to click through to your content. This may be a matter of placement, your call to action, layout, etc… The trick is to put yourself in the place of your readers. The job of our content and call to action is to get the reader to click through to your offer. We have seen cases where a single word change in the call to action can have a dramatic impact.
High Unsubscribe Rates If you are seeing a high rate of unsubscribes, you will want to check to make sure of a few things. Is your content on target? Is the reader getting the kind of information they expected? Is your content adding value or just pummeling your readers with sales pitch content? You want to be sure you are nurturing a relationship with your readers. They are more likely to buy from you when they feel they know, like, and trust you.
You may want to consider segmenting your list based on actions, interests, tags, etc.. This helps you makes sure that your content is relevant to your readers.
These Email Marketing Problems Are Fixable
Email isn’t going to be perfect. Nobody’s THAT good. But if you identify your email problems, know the solutions to fix them, and are ready to test those fixes, all you have to do is get started.
Commit to the principle of ABT: Always. Be. Testing. Your results will be reflected in how well you use this strategy.
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