It has truly become so easy for businesses and companies to send out gorgeous looking bulk emails to their subscribers. Unfortunately, despite the work that often goes into making emails look perfect with precisely-formatted content and a wonderful message, many of them don’t even get opened, let alone clicked through!
If you know your email marketing strategy isn’t working as it should be, you’re getting low engagement and even lower sales or results, you might want to step back and look at what you’re doing and where you can make changes. Here’s how to tell if you need an email marketing makeover and how to do it:
Your Email List Isn’t really Growing
One of the surest signs you need an email marketing makeover is if you’ve got a stagnant email list. Sure, you may have people signing up, but if they’re unsubscribing just as quickly, something’s wrong. If your list growth actually starts reversing, you know you’re in serious trouble!
How to fix it
Look at what you’re offering your subscribers before they sign up and compare this to what they’re actually getting. If there’s a discrepancy there, you need to fix this immediately and keep your promises to your customers. If you’re sending them a free offer, such as an ebook, video or .pdf, is the information in these relevant and up to date? If not, perhaps create a new offer or think of a completely new way of attracting subscribers.
You’re not engaging prospects
You might be attracting and keeping subscribers, but that doesn’t mean they’re opening emails or clicking through on your offers.
How to fix it
Many, many businesses only email their subscribers when they’ve got something to sell them. How do you get to know and engage your prospects – or how do they get to know you – if you’re not engaging with them first? The best email campaigns don’t just highlight the products or services, but they also tell stories about the people behind the company. They give insights not only about what the products or services are, but also how they came to be, who made them and who uses them now. Emailing out a captivating multi-part story is so much easier with automated emails, as you can schedule these story emails to be sent out in order, between marketing emails.
You’re not segmenting your email list
If you’ve been sending the exact same email to every subscriber each time you send emails, then we’re guessing you don’t have a great open or click-through rate, right? That’s because not every one of your customers has the same interests and not all of them are on the same stage in the customer journey. If you’re not segmenting, you’re not showing customers personalisation and that’s not great.
How to fix it
Segment your lists. If you use marketing automation, you can segment your lists by nearly any criteria gathered in your data and then do A/B testing to determine which options work best for that particular set of customers.
You’re sending the same email to everyone, so why do you have fluctuating opens and click-throu
If you’re not segmenting, you might send an email that doesn’t do so great, but then later send one that’s very similar and you suddenly get a whole bunch of clicks and opens. What caused this discrepancy? Was it your offer? Your content? The design? Unfortunately, without marketing automation, you can only take a shot in the dark about what you did to achieve good (or bad) results.
How to fix it
A/B test your emails! You likely already do this with your landing pages and possibly with other aspects of your website, so it makes sense to do it with your emails too. Even better if you combine A/B testing with segmentation, as the results will be very accurate in regards to what exactly caused the changes. You might think something will resonate with one group of customers, but it will almost definitely not click with all of them. By using A/B testing with segmentation, you’ll get a better idea of what compels your different groups to open, click and buy.
You’re getting opens and clicks, but nobody’s buying
You might have good open or click-through rates, but if all those opens and clicks consistently result in nothing, all the effort at email marketing was worth nil. This could be caused by a few things – your product or service, your website or your emails. We’ll assume for now that the issue is with your emails and that your site is converting on its own but there is a stall in conversions from your email customers. If it’s your product/service or website causing the issue, that’s a whole different story and best left for another article.
How to fix it
Many businesses see prospects visit their site, look around and leave, without doing anything about it. That’s a terrible way of managing prospects! If they’ve been interested enough to come to your site and view what you have to offer, then they’re interested enough to buy at some point. You just have to keep dangling the carrot and you can do that by starting a retargeting campaign.
Retargeting Your Customers
You can retarget your customers using email marketing, by sending them a reminder that they were looking at a specific product or type of products / services. You can add an offer of a discount or other incentive to this email to sweeten the deal, which is usually a very successful way of drawing customers back to buy.
If you’re adding an incentive, it’s always a good idea to ensure the voucher or offer you’re sending doesn’t expire too quickly, as some people have a good look around, but wait for a few days or weeks until their payday or until it’s closer to some type of event day, such as a birthday for example. There’s nothing better than having a ‘window shop’ pre-purchase, then being sent a voucher or free postage etc, but there’s nothing worse than only having 24 hours in which to buy before that offer expires and not having the money to buy it until next Friday!
There are many other types of retargeting campaigns besides email. You can show an advert across other sites or platforms for instance. As an example, a customer can see the product they viewed today, displayed in an ad when they’re browsing their favourite social media site tomorrow morning. You’ve probably come across this yourself many times already! Retargeting campaigns are essentially capturing your customer’s attention multiple times so that when they do want to buy a specific product or service, you’re the only business they’ll think to buy it from because you’ve made a strong connection.
So as you can see, performing an email marketing makeover doesn’t refer to improving the way your emails look. It refers to finding any problems and fixing them, one by one. It means ensuring each individual who receives your emails is happy to open, read and hopefully click through to your site.