At the rate that the world is growing even more digitally dependent, to say that email marketing is more valuable than ever would be a complete understatement.
As the pandemic continues to fuel the level of activity that the world of digital marketing sees daily, businesses are urged to harness the potential of strategies by pushing them at all costs. The problem is that the digital world is seeing many challenges that are affecting the level of performance of strategies, and such is the case when it comes to email marketing.
Hurdles in email marketing
If you’ve been running your email marketing campaigns more aggressively recently to capitalize on the opportunity at hand, the chances are that you’re not getting the results you hoped to see.
Like other marketers and businesses that have seen downtrends in their efforts, your business has most likely been sending fewer emails than before because of stagnated open rates and conversions. To some extent, you might be experiencing a sharp decrease in results even after refining your email copy and timing your delivery better.
With everything that’s happening to your email marketing campaign, you’re likely wondering why it’s not working or flourishing as you expected it to. Fortunately, there are a few answers that may pinpoint where your strategy is failing and why it’s not seeing the results you set out to achieve in the short and long run.
If you’re keen on turning the ship around so that your approach sees more valuable results, here are some possible explanations that will provide insight to get your campaign on track:
Explanation #1: You are running your strategy without a clear goal
As overplayed as it may sound, running any approach without clear goals in mind is akin to aiming at a dartboard with your eyes closed, and this saying also applies to your email marketing.
You see, email marketing campaigns and sequences can only achieve so much in their implementation until they’re paired with a set of goals that fine-tune the way they work and provide insight for meaningful tweaks. By establishing a set of well-rounded and impactful goals for your campaign, you’ll be able to develop a more concrete game plan to achieve such results that will steer your efforts in the right direction!
Bonus tip: When you create the goals that you’ll set for your email marketing campaign, it’s ideal that you start with realistic priority objectives that are easier to follow and measurable!
Explanation #2: Your subject lines aren’t engaging enough
Here’s something that email marketing and direct response advertising experts might not be telling you: your sequences are only going to be as good as your subject lines.
Although these strings of text only consist of 40 to 45 characters and feature a handful of words, they’re responsible for the most important task of encouraging a recipient to open your email. If your subject line isn’t as impactful, engaging, or even provocative, then you’re not giving a compelling reason for someone to open your email. This ultimately means that it won’t fetch you the results you’re looking for.
Explanation #3: Your content isn’t targeted enough
If there’s any mistake that’s going to hamper the performance of your email marketing strategy, it’s overlooking or forgetting the need to target your content. At Akby, our experts make it a point to ensure that the emails we help create are as targeted as possible whenever we review the content we create for clients!
As it has been proven repeatedly, non-targeted email campaigns will always lack the capacity to render desired results regardless of when a sequence is sent because it doesn’t have the insights needed for success. If you find yourself in a position where you’ll need to start developing targeted content even more, it’s recommended that you focus on these key details:
- Demographics
- Location
- Gender
- Browsing and purchase histories
- Feedback
Conclusion
If you’re seeing diminishing returns on your efforts with your email marketing campaign, then it’s safe to assume that you’re making a few mistakes that are hindering your approach’s potential. Once you start watching out for the three key explanations mentioned above, you’ll be able to make the right adjustments and ensure that you steer your efforts in the right direction once more!
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