Email marketing can be quite a tricky strategy to pull off but if executed correctly, it can work wonders for your brand. In fact, it’s one of the best ways to monetize your online efforts.
As someone who receives emails from various businesses, I’ve noticed that some easily catch my attention while others just don’t seem even a bit interesting. What about yours? Does your email marketing work or not?
For this post, I’m going to let you in on the reasons why your email marketing campaign possibly sucks. Moreover, you’ll learn about the tips to practice this strategy well for you to reap the rightful fruits of your online labor.
Why doesn’t your email marketing work?
Here are some possible reasons why your email marketing may be ineffective:
- Your goals aren’t clear.
For any task, the best way to start accomplishing it is by setting your goals clear and straight. Even before you start designing your emails and creating CTA’s, you need to know exactly what you want to gain out of this strategy.
How do you intend to get an address database? Who will be your target market? What will be the details in the email? How long are you going to run it?
These are initial questions you need to answer for you to have a clearer vision on your campaign. Start off with the right foot, set your goals carefully.
- You have a knack at bad timing.
One of the cardinal rules of effective email marketing is to know when the best time to send your newsletter is. It’s practically a way for you to increase the chances of your generating more leads and sales.
Bad timing is one of the biggest mistakes other email marketers make. When their products/services are focused on personal use, they send it during work hours. If theirs is for business, they send it too early or too late.
Those who want/need something personal bother to read their mails when it’s their me time, not when they’re preoccupied with work. B2B companies are a lot more interested in opening such work-related emails during business hours, not when they’re about to rest. So be completely aware of the difference.
- You’re terribly good at bad subject lines.
Even if yours is the makings of the best email there is but your subject line sucks, then you can forget about your market ever opening it.
The key is to have a catchy title that doesn’t sound too salesy all at once. Before anything else, you need to win over their attention with one line and a very few words.
Say, you’re business targets helping company CEO’s or bosses. Why not start off your email with a subject line: “5 Reasons Why Your Employees Despise You.” It can quickly strike anyone with curiosity and even if they are doing their jobs as bosses well, they can still be easily tempted to open the email.
A subject line can make a big difference to your email and can get you a very good head start among your market.
- YOU YELL AT YOUR MARKET!!!
Did you see just how annoying and possibly offensive that is? Most email marketers believe that capitalizing and using excessive exclamation marks can strengthen their points even more. To tell you the truth, it’s flat out ineffective.
This is what’s known as yelling online and is one big misconception. What works is to be able to relay your message, compel your readers and win them over without having to exaggerate.
Believe me, you’re just going to sound like a desperate TV ad or be labeled as a spammer if you keep doing this.
- Your content is not powerful.. neither is your design.
The two most important components of any email are your content and design. Without a good balance between these two, your campaign can easily go down the drain.
Your words can win anyone if you choose them wisely. The length of words can bore anyone if you choose it to be too long. It’s crucial that your content is short, simple and straight to the point. The 4 W’s and the How should be easily spotted in your newsletter. Moreover, it should be creative, original and informative enough.
As for your design, there’s nothing better than an eye candy of font styles, complementing colors, lines and graphics. Never overwhelm your text with your design because it can look more distracting than appealing.
- Your call to action is weak.
It should be indelibly marked in you that calls to action are not for the faint of heart. Meaning, it should always be strong, compelling and evoking to your readers that it easily leads them to do what you want them to do.
Calls to action are what should be the center of attention in your email. It tells your market why you even sent them an email and what they can get out of it in return. That’s why it’s essential for your CTA to not be only powerful but also visible and highlighted enough for users to see.
People may skip on some parts of your newsletter so ensure that your call to action is there to be easily found and worthy to bring someone to the next step.
Email marketing is one way that can lead your business farther and to bigger, better things. It’s a strategy that can make or break your business’ reputation that’s why it’s practically mandatory for you to exercise it effectively.
So before you hit Send, ask yourself if there are any reasons your email marketing may suck— even before your readers beat you to it.