Reasons Why Email Marketing FailsBy Admin | email marketing | 11 January 2018
After all the time and effort you spent to create an email marketing campaign for your business, you expect something in return that can pay off all your hard work. But what you get is sheer disappointment, due to less or no traffic at all to your website. So where did you go wrong? As per your strategy, you did everything a marketer should.
Well, what happens is we often pay no attention to minor details that ultimately become the reason for our campaign failure. Here we have put down some of the most common reasons why email campaigns fail to achieve the desired result.
1. Not reaching the target audience
The most crucial aspect of any marketing campaign is to reach out to the right audience. Delivering your content to people who are not interested in your products and services is completely useless. Sort out your niche market and get to the audience that can be turned into customers. Quality is more important than quantity, so next time you run an email campaign, update your database with specific recipients.
2. Using an unattractive subject line
The subject line is capable of either making or breaking your business. Your subject line is the determining factor, as it is the first impression of your overall campaign and if it fails to catch your customer’s attention, your entire campaign becomes a waste. A research has shown that users decide whether to send the email to trash or open it right after reading the subject line. Ensure to use a captivating subject line that will grab customer attention and compel them to open and see the content.
3. Don’t be an anonymous marketer
Emails from unknown marketer will end up nowhere but in the spam box. Sending emails to recipients who didn’t even ask for it will mark you as spam, giving a negative look to your campaign. The best way to drive in the audience is to go for a double opt-in protocol where the subscriber has to subscribe to mailers as well as confirm the subscription through a confirmation mail they receive.
Double opt-in tends to receive a higher response than single opt-in, increasing the chances of conversion rate.
4. Not optimized for mobile phones
Nowadays, people largely use their mobile phone to check their emails and optimizing your mailers for mobile devices is the best thing you can do to further boost your campaign.
A robust e-mail marketing campaign that fails to suffice your marketing objectives is rooted on various strategic and marketing flaws mentioned above, that even experienced marketers can commit. You need to expulse all these flaws prior to launch of the e-mail marketing campaign, by mindful analysis of the email content and intent, design and appeal, target audience, and communication objective. If you are still unsure, you can always run a test campaign with a small audience group and monitor results to improve actual e-mailer marketing performance.