Is your email marketing failing? These questions may solve the problem
Posted: Tue Dec 03, 2024 10:27 am
It is true that, in this blog, we always talk about how powerful the Email Marketing technique is as a promotional communication channel for companies . And, without a doubt, we are not lying: an economical, efficient tool with a high return rate that is also useful for attracting potential clients for your business, as well as nurturing existing ones and boosting sales by maintaining contact with the audience.
However, it may be the case that after implementing the technique in our company we realise that the results it generates are not as high as we would like. And, be careful, in this regard, you must take the following into account: Email Marketing metrics are precise and very specific, and it should always be an expert who recommends what to do in relation to this tool. With this we mean that, for example, if after our Email Marketing campaign we obtain a 2% opening rate, and we (without being experts in the field) consider that it is a totally outrageous figure, we may be wrong (since we do not know how the metrics move in the world of Email Marketing). Therefore, it is necessary -always- to have the opinion of digital experts in Email Marketing.
That said, let's imagine that Email Marketing is indeed failing as a technique in your company. Well, in today's article we want to share with you a series of possible reasons that may justify why your results are not as expected.
Post Content
Reasons that can make Email Marketing fail
We don't know everything we need to know about our target audience:
We have an outdated database:
Our Email Marketing design is deficient:
Reasons that can make Email Marketing fail
We don't know everything we need to know about our target audience:
We can say with complete certainty that one of the biggest limitations we face in achieving successful communication through Email Marketing is correctly identifying our target audience and, once identified, getting to know them in depth.
Types of design you can use in an email depending on your objectives
It is highly necessary to know our founder email lists audience; to know their tastes, needs, interests, etc. as well as their most personal data. But that is not enough! You must also know how they act in relation to your brand; that is, what they do when they receive an email from your business in their inbox. If they open it, if they send it to the SPAM folder, if they click on a CTA, or even if - once on your site (where they have practically completed the purchase process) they leave the selected products in an abandoned cart. The more information you have about your target audience, the better. This way you can offer them the content that interests them the most and personalize it ad hoc to each user based on their actions and behaviors.
Until you have this point under control, it is more than possible that the success of your Email Marketing campaign will not generate the results you expect.
We have an outdated database:
You have probably read more than once on this blog articles and articles (and articles…) focused on the need to have good hygiene in our company’s databases . But, believe it or not, it has become highly important for the success of your Email Marketing campaigns.
On the one hand, in order to reach your audience in a successful way (and not waste time, effort and money) and, on the other hand, in order to ensure that the evaluation that the email providers give to your company is as positive as possible. Remember that low click rates are a clear signal to email providers (ISPs) that your email is not interesting for users and they will rate your content negatively (being closer to SPAM); in this way, when your database is outdated and there is not a high opening rate (and, therefore, no click rate either), the ISPs will start to consider your brand negatively. Avoiding this is easy!
Our Email Marketing design is deficient:
Believe it or not, the design we choose to add to our emails is important when it comes to determining the results of a campaign. For example, the use of certain colors, calls to action, images, etc. can greatly determine the success of the campaign, as well as the responsive design of the same, the inclusion of videos and images rather than pure text, etc. But, important! You should always make sure that, in addition to having an aesthetic ad hoc to your brand and that can attract the user's attention, it is extremely necessary to make sure that all the activity elements that you include in your email are perfectly synchronized.
3 Tips to Prioritize Your Emails in Outlook
Furthermore, as a result of both this point and the first, the more you know your target audience individually, the more you will be able to personalize the content of your email in terms of design and message . In this way (with a much more personalized and unique message, which makes the recipient feel important to your brand -which, in fact, they are-), it is much easier to stimulate the appropriate emotional factors that trigger action and manage to increase the conversion rate derived from an Email Marketing campaign.
And, finally -as a conclusion-, we recommend that you follow the advice we offer here to try to avoid as much as possible the reasons that generate bad conversions in the Email Marketing technique, so that you can start (really) to take advantage of this very powerful technique .
However, it may be the case that after implementing the technique in our company we realise that the results it generates are not as high as we would like. And, be careful, in this regard, you must take the following into account: Email Marketing metrics are precise and very specific, and it should always be an expert who recommends what to do in relation to this tool. With this we mean that, for example, if after our Email Marketing campaign we obtain a 2% opening rate, and we (without being experts in the field) consider that it is a totally outrageous figure, we may be wrong (since we do not know how the metrics move in the world of Email Marketing). Therefore, it is necessary -always- to have the opinion of digital experts in Email Marketing.
That said, let's imagine that Email Marketing is indeed failing as a technique in your company. Well, in today's article we want to share with you a series of possible reasons that may justify why your results are not as expected.
Post Content
Reasons that can make Email Marketing fail
We don't know everything we need to know about our target audience:
We have an outdated database:
Our Email Marketing design is deficient:
Reasons that can make Email Marketing fail
We don't know everything we need to know about our target audience:
We can say with complete certainty that one of the biggest limitations we face in achieving successful communication through Email Marketing is correctly identifying our target audience and, once identified, getting to know them in depth.
Types of design you can use in an email depending on your objectives
It is highly necessary to know our founder email lists audience; to know their tastes, needs, interests, etc. as well as their most personal data. But that is not enough! You must also know how they act in relation to your brand; that is, what they do when they receive an email from your business in their inbox. If they open it, if they send it to the SPAM folder, if they click on a CTA, or even if - once on your site (where they have practically completed the purchase process) they leave the selected products in an abandoned cart. The more information you have about your target audience, the better. This way you can offer them the content that interests them the most and personalize it ad hoc to each user based on their actions and behaviors.
Until you have this point under control, it is more than possible that the success of your Email Marketing campaign will not generate the results you expect.
We have an outdated database:
You have probably read more than once on this blog articles and articles (and articles…) focused on the need to have good hygiene in our company’s databases . But, believe it or not, it has become highly important for the success of your Email Marketing campaigns.
On the one hand, in order to reach your audience in a successful way (and not waste time, effort and money) and, on the other hand, in order to ensure that the evaluation that the email providers give to your company is as positive as possible. Remember that low click rates are a clear signal to email providers (ISPs) that your email is not interesting for users and they will rate your content negatively (being closer to SPAM); in this way, when your database is outdated and there is not a high opening rate (and, therefore, no click rate either), the ISPs will start to consider your brand negatively. Avoiding this is easy!
Our Email Marketing design is deficient:
Believe it or not, the design we choose to add to our emails is important when it comes to determining the results of a campaign. For example, the use of certain colors, calls to action, images, etc. can greatly determine the success of the campaign, as well as the responsive design of the same, the inclusion of videos and images rather than pure text, etc. But, important! You should always make sure that, in addition to having an aesthetic ad hoc to your brand and that can attract the user's attention, it is extremely necessary to make sure that all the activity elements that you include in your email are perfectly synchronized.
3 Tips to Prioritize Your Emails in Outlook
Furthermore, as a result of both this point and the first, the more you know your target audience individually, the more you will be able to personalize the content of your email in terms of design and message . In this way (with a much more personalized and unique message, which makes the recipient feel important to your brand -which, in fact, they are-), it is much easier to stimulate the appropriate emotional factors that trigger action and manage to increase the conversion rate derived from an Email Marketing campaign.
And, finally -as a conclusion-, we recommend that you follow the advice we offer here to try to avoid as much as possible the reasons that generate bad conversions in the Email Marketing technique, so that you can start (really) to take advantage of this very powerful technique .