Many brands launch an email marketing campaign that does not work and they do not know how to change the situation. Although this discipline is one of those that achieve the best results, the truth is that it is necessary to build an adequate strategy to achieve them.
Email Marketing is a very useful online tool when it comes to attracting and retaining your customers. But it is important to know, and master, at least the basic factors for your success. Because sometimes it is not that simple. And if it is not done well, that is when you find that email marketing does not give results.
If you come across an email marketing campaign that doesn’t work, it’s because there is something to review, resize, change, or even delete. And that’s what you need to know: what is not working properly.
Measure campaigns to detect errors and problems
How much time, honestly, did you spend analysing the reports after the campaign was sent? Did you look at your Google Analytics and track people who clicked through to your website?
There’s so much information we can get from viewing reports such as who opened the email, which links were clicked the most, how many people unsubscribed as well as Analytics data that could tell you how many enquiries or sales were generated and exactly how much revenue was created from that campaign.
However, if you don’t get results over time, the problem is greater. It is no longer an individual email marketing campaign that does not work. It is all your messages that fail to attract subscribers to your database.
The problem of falling into the spam folder
It is good to keep in mind that there are more causes that lead to an email marketing campaign that does not give results, and because they are not meticulous, sometimes they are not corrected. For example, when there are complaints that the emails are spam, you have to pay attention. Accumulating complaints in your email messages is counterproductive. And if you do not address the problem promptly, it will make it more difficult to solve it.
Spam complaints are caused by a number of causes, including having a poor subscriber acquisition strategy or sending too many emails of little interest to customers. There you enter a topic that will never be enough to remember: the need to implement a good strategy of interesting content.
One of the most important steps is debugging your contact list (MailMonster tool works on it!). You cannot make the mistake of overwhelming with an email bombardment, because according to studies on the subject, the vast majority of subscribers want companies to send them emails less frequently.
Loss of engagement
In case the failure is due to inappropriate content, if you do not apply corrections, you will lose the interest of your subscribers. Keep in mind that reducing engagement will reduce the number of emails that are deposited in the inbox.
To solve this, it takes a lot of work to detect and filter subscribers who are no longer interested in your emails, which there is no reason to discard. Simply change their strategy, try to attract them with valuable content for their interests, among others. Likewise, it must be verified that the segmentation of subscribers is adequate, starting from the acquisition.
Remember once again: Content is THE KING!
Information and content have to be relevant to attract attention. You have to avoid at all costs sending generic emails, which nobody cares about. The fundamental recommendation is to work on personalizing the email marketing campaign, with the strict knowledge of the target customer. You have to make an effort to generate good, attractive content that attracts the attention of the audiences and that they engage immediately.
And do the planning!
In any marketing strategy, a calendar with the actions and objectives that you have set is essential. There is no standard frequency for everyone. You must find the right point between saturation and falling into oblivion.
These tips will help you better plan your email marketing shipments:
*Segment recipients based on content (regular customers, recent subscribers, people who have made their first purchase, subscribers who do not usually interact, according to age, gender or location…).
*Activate the OptIn option from the contact list so that antispam systems do not block you. Organize delivery of specific promotions in advance (Mother’s Day, Christmas, Valentine’s Day …).
*Test and test, on all platforms and devices that your audience uses, verifying that the links always work correctly. By following these techniques you will get the opening rate of your emails to multiply.
*If your subscribers click the link, you’ve struck a chord with them. You are on the right track.
In summary: have a plan and know what you want to achieve. Make sure you are assessing the effectiveness of each campaign by reviewing the reports and using that data to refine your plan. And finally, be consistent and commit to keeping in regular contact with your database.