If you, as a Digital Marketing professional, identify with the above statement and have experienced non-success first-hand, don't worry: there is a solution . The problem is not that Email Marketing itself is a failed technique, but that you may be overlooking a series of important issues in your Email Marketing strategy.
In this article we will analyze some of the factors that can cause failure in Email Marketing campaigns and, with this, we will be able to prevent (and foresee) any issue that may lead to a decline in our Email Marketing efforts.
Problems arising from Email Marketing and their solutions
As we know, one of the most widely used strategies to promote a brand or product in the digital world is Email Marketing; a technique that seeks to send content to a target audience, in the form of mass emails, with the aim of capturing them and converting them into potential customers, gradually gaining their loyalty and achieving as much engagement as possible.
However, it is true that - on some occasions - there are some common problems with the technique, and these are precisely the ones we are going to talk about today in order to (of course) offer you the solution to this problem.
For example, below we list a series of questions that, as a brand, you have surely asked yourself at some point and expressed out loud:
“My contact database isn’t growing”
“I have a large contact database, but I can’t generate activity”
«I manage to generate a very low opening rate in my mass mailings»
“I can barely get links and CTAs clicked on in my email content”
"I have a feeling that all my emails are going to my recipients' SPAM folders"
If so, keep reading because this article is for you.
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1. “My contact database is not growing,” why is this and what can we do?
The first thing to keep in mind when answering this question is that for Email Marketing to work, it is extremely necessary to have a quality database; and, in addition, that same user base must be willing and proactive to receive content from your brand.
If, at home, you have not only noticed that your database is not growing, here we show you three possible responses to the problem, with their respective solutions:
Could it be that your base isn't growing because you're not advertising your site enough on other media? Obviously, users need to know your brand in order to access your site. Otherwise, they won't magically reach it. Modify your on- and off-line marketing channels and try to deliver your brand communication in a more direct and higher-quality way.
If you have more than covered the previous founder email lists point, and you observe a clear level of traffic on your site, but no users subscribe to your brand, then the problem may be that you are not placing the registration questionnaire in an attractive or visible place.
Finally, if the two points above are clearly in order, and you still don't see any improvement, try this: try to give an incentive, prize, discount or any other motivation to the user in exchange for subscribing. This technique is increasingly popular, as it is -nowadays- very common to go to eCommerces and read something like "Subscribe to our newsletter and get a 15% discount on your first purchase ." Try this, and -of course- promote your site so that your target audience can reach it and access the incentive.
2. I have a large contact database, but I can't generate activity. Why is this and what can we do?
As we have already mentioned on a few occasions, there is a clear obligation in Email Marketing techniques, and that is to clean up the database on a regular basis. Don't you think that it may be the case that you don't receive any kind of response from the target audience to whom you are sending your content because, in reality, the email accounts in your database are not updated? Or are they inactive?
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If this is the problem that implementing Email Marketing presents for your company, your next task will undoubtedly be to clean up the database, eliminating emails that bounce, inactive, generic, etc.
3. “I manage to generate a very low opening rate in my mass mailings,” why is this and what can we do?
If this is the problem your company faces, you can ask yourself the following questions and thus arrive at a solution to the problem:
It could be the case that the database you have does not really identify with your target audience, and you are "wasting time" sending content to users who have no intention of engaging with your brand. And that is the explanation for why they do not open your content. In this case, to solve this issue, we again recommend a thorough cleaning of your database.
If, on the other hand, you are more than sure that your database corresponds to your target, but you still don't understand why they don't click on your content, you can try the A/B testing technique. Click on the link above, and we will explain how to develop it in a simple way.
4. “I can barely get links and CTAs clicked on in my email content,” why is this and what can we do?
If you have verified that your clients open your content, but once inside, they do not click on it, you are asking the right question.
The first thing we need to confirm in this matter is that, indeed, the click rate on your Email Marketing campaigns is low. For them, you need to know that, for an Email Marketing campaign to work properly, the normal thing is that your opening rate is around 2%. That is, if you think that a 4% opening rate is a terribly catastrophic figure, then you are -without a doubt- very wrong
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However, if your open rate is actually much lower than 2%, you may want to consider the following questions:
Have you tried putting yourself in the user's shoes, and being the recipient of your message yourself? The goal of this is to make sure you understand how your email looks, thus ruling out any kind of display problem.
Another question you can ask yourself is whether, in fact, clicking on the CTAs leads to the right place. And, of course, whether they are well-placed and eye-catching enough to attract the reader's attention.
