5 Reasons Your Email Efforts Don't Work (and How to Fix Them)
Another thing that makes email content fall flat is when it’s too general. Again, the problem is that generic content that gets blasted out to a list of 30,000 subscribers with diverse needs and interests will ultimately seem irrelevant to most users. The less relevant your content feels, the less likely users are to engage with it.
• Ask yourself what kinds of content your email subscribers are interested in receiving. Which kinds of subject lines generate the most opens? Which emails get the highest clickthrough rates? You should be able to identify trends that indicate the types of content that resonate with your audience. Use those insights to craft an email content strategy that speaks to user interests.
• Look for ways to better personalize your email content. If you have a well-segmented email list, you should be able to develop content for different user groups that is more closely tied to the needs and desires of that specific group.
4. Your Emails Aren’t Optimized for Mobile
Most of us check email on our phones multiple times per day and, according to the research on the topic, over half of all email opens happen on mobile. That means that if your emails aren’t optimized for mobile, roughly half of the people who open them will be served with a subpar experience. And the harsh truth is that users will not be forgiving of poor mobile email performance. If the email is difficult to read, or if there’s a lot of horizontal scrolling involved, or if images too small or too large, users will simply delete the email without thinking twice.
The Fix: Look to best practices for mobile-optimized email. Make sure text is large enough to be read without trouble on smaller devices. While you’re at it, keep text to a minimum and don’t overwhelm users with too much copy. Use a stacked layout, instead of a column layout. Make buttons large enough to be clicked by fingers and thumbs. Many email marketing services have responsive templates you can use, so be sure to take advantage of those if you can.
5. You Aren’t Testing
One great advantage of email marketing is how quickly you’re able to gather performance data and compare results. If you plan ahead, there are countless opportunities to do A/B testing to improve the performance of your emails. Not running tests on your emails is a big missed opportunity — and one that could be causing your results to stagnate.
The Fix: Most email marketing service providers offer the ability to run tests on elements of the mailing. These tests get distributed to small segments of the overall list and the winning version is delivered to the remainder. Running tests this way ensures that the majority of your list receives a version of the email that has been proven to perform better and can unearth learnings you can use to improve future campaigns.
Email has the potential to be a tremendously powerful marketing channel for your business, just as long as you don’t allow your campaigns to go untended. Like any other element of your marketing, email deserves a clear strategy and proper objectives. If your campaigns are underperforming, make sure to pay attention to list quality, content quality, and mobile optimization. Always look for opportunities to test elements of your email design, content, and delivery strategy to keep your campaigns growing.