You’ve been creating good email campaigns for a while, but you aren’t getting as many opens and conversions as you’d like to. It’s time to get to the root of the problem.
Here’re five reasons which may be responsible for poor performance of your email campaigns.
1. Lack of focused call to action (CTA)
Every email you send to your subscribers should have a clear and focused call to action. You can’t leave it for your readers to figure out what you want them to do and then expect them to act on it.
One of the biggest mistakes most e-commerce marketers make in their marketing emails is putting too many CTAs. If you’re asking people to take too many actions, you will confuse them, which in turn will reduce the effectiveness of your email campaigns. Emails with a Single CTA Increased Clicks 371% and Sales 1617%. (WordStream)
Remember, if you’re not clear about what you are trying to achieve through your email campaigns, you’ll not achieve it. But, even if you’re clear about what you’re trying to achieve you’ll not get the desired results if you’re not making it clear to the reader.
When you add too many calls to actions in your email, you put your reader into paralysis. They have no idea what to do.
2. Lack of real personalization
Personalization is not a new concept in the world of email marketing. It is, however, moved from basic first name personalization to behavior-based approach now.
A few years back, the only companies that were personalizing their emails based on the behavior of the recipients were big ones like Amazon. But, now, personalization has become a requirement for every email marketer that wants to get their emails opened. Still, many marketers have been incredibly slow to take up personalization. If you’re also one of them, I suggest you change your approach immediately.
Inbox is personal space, so your email messages must be personalized to the users receiving them.
3. Your email list is outdated
One mistake most email marketers make is not updating their email lists regularly. No matter how good your marketing messages are if they’re not landing in the right inbox you’ll not get any return on them. Instead of waiting for people to unsubscribe from your list, you can take active measures and clean your list regularly.
Cleaning your list regularly, say every six months, is an excellent way to drop non-responsive subscribers from your list as according to MarketingSherpa, the average email list depreciates by 25% every year.
4. Your email list isn’t well-segmented
People love personalized messages, and well-personalized messages require sophisticated segmentation. If you are sending the same message to your entire email list every time, the chances are high that you will not get good results from your email marketing. But even if you’re doing basic segmentation you won’t get excellent results. Why? Because you can’t send laser-targetted messages without diving deeper into segmentation. For example, if you are sending cart recovery mailers you can segment your abandoners into different categories like first-time abandoners, repeat offenders, and loyal customers to send highly targeted messages.
According to DMA, marketers have found a 760% increase in email revenue from segmented campaigns.
Image Source: Bigcommerce
5. Not having a proper strategy
I’ve seen marketers make some big mistakes with their email marketing campaigns, but this is the biggest of them all. If you don’t have a proper email marketing strategy, you can derive good results from your email campaigns twice or thrice. But, there is very little chance that you’ll keep getting favorable results for long. Still, most of the email marketers rely on tactics and tips when running their email campaigns rather than strategy.
Before you start creating email campaigns, form a clear strategy that can guide you in the big and competitive world of email marketing and can help all your email campaigns in performing well.
Remember, the road to success is a process and not serendipity.