Email marketing is considered the bread and butter of companies that work with marketing strategies. Therefore, it is important to know when it is time to change your email strategy.
Consider this example: you are driving to your workplace and suddenly, in the middle of the road, your car starts making strange noises. Smoke starts to come out of the engine, the car wants to shut down and, therefore, you stress while praying not to get stranded on the way to the office.
The same can happen with your digital marketing strategy. When the end of the month is approaching you feel a bit anxious, since you notice that something is not working and you do not achieve your goals. However, you don’t have to worry, because you are not alone.
There are many marketers who feel a bit lost when trying to find out where they are failing. Therefore, in this post you have some common sign alerts that will tell you if it is time to change your email strategy. Thus, you can solve them and reach your goals.
How do you know if your campaign has a problem and it’s time to change your email strategy?
Thanks to different email marketing applications, such as the one offered by MDirector, you will be able to know a lot of statistical data that will help you discover how the recipients are going to interact with your content.
The technique of sending emails to send, just to see what happens, has gone down in history. Experts and business owners are increasingly interested in being able to analyze what are the effects that their email marketing action will have. In this way, they will be able to understand, clearly, which are the aspects that you must improve in future campaigns.
While you are analyzing statistical parameters, you will be able to discover if your campaign is working correctly or if it has a problem that needs to be corrected.
Symptoms that reflect that you should change your email marketing strategy
The type of content, the frequency, the quality of your database, the reputation and the days of campaigns are factors that will affect the statistical results of your campaigns. Therefore, it is important to know them in order to know what you are failing in and improve your mailing actions.
1.- Excess of voluntary leave
The voluntary unsubscription, located at the bottom of the newsletter, is where your users can revoke their subscription to your database. Normally, this is attributed a percentage less than 3%, which can become good and normal. However, if this index shoots up, you are going to find that there is a problem.
When the rate of casualties shoots up, you have to ask yourself if you are very constant in your campaigns, since it can be heavy. Many brands also often sin to always say the same thing in their newsletters.
It is essential to observe the frequency of shipments and your content, as this is essential so that the rate of voluntary unsubscribes does not skyrocket. It is also important that you have a database that is well cleaned.
2.- Too many bounces
If you have a bounce rate higher than 5% in the emails you send, it means that you have a database that is not fully optimized.
The main symptoms that bounce emails increase are the purchase of unreliable databases, as well as old and unclean databases.
Using email marketing tools will help you eliminate databases that have recurring bounces, processing all the complaints that are generated from spam. This is key to lowering your bounce rate.
3.- High number of contacts and few readings
Another symptom of knowing that you should change your email strategy is having a high number of contacts and few readings. This indicates that your database is not well made or that your content does not interest your subscribers.
Less than 3% of readings is considered a bad percentage, denoting a big problem that you must correct. It is necessary that you analyze if the database is very old, in order to make a self-criticism about whether your content is basic, to be able to monitor the subject, the frequency of sending, the design of your newsletter, etc.
These are items that will help you correct the problem. Sometimes it is essential to analyze if a contact has not done a reading on you in a period of 8 to 12 months. The best way is to unsubscribe it or put it in a group apart from the users that are active
4.- Have many readings, but few clicks
When faced with this situation, you should know that you have a problem in the content that you are providing. It is true that you are succeeding in the arrival of your emails, but few users click.
If you have less than 5% clicks of total reads, it is a sign that the content is uninteresting.
In order to solve this problem you have to analyze if the content you are providing is really interesting for your user. It is also necessary to know if you do not always repeat the same thing, or check that your newsletter is not just links and information that are mixed, which make it difficult to understand.
5.- Many clicks, but high abandonment on your website
This is another of the frequent problems that tell you that you should control your email strategy. A campaign that has between 20% and 30% of clicks on the total reading shows a result considered optimal. But how many subscribers who reach your landing page leave it right away?
If this happens, the most likely thing is that the service or product that you are offering in the newsletter that you send does not match what can be seen on the web.
This is frustrating for the recipients, since they believe what the newsletter tells them and when they arrive on the web they find something totally different. This is a problem that causes discomfort in the user, thus increasing mistrust of your brand.
First you must answer these questions: are you clear about your goals? Do you have defined your SMART objectives with a specific date to achieve them? Having many subscribers and a large number of visits on your website is a pride, yes. But what do you achieve with it?
ROI is going to be the focus of everything. How much income is your company having with the work you do? This is the main question that you should always keep in your head. The answer to it is that you are generating value to your area and to your email marketing strategy.
You already know which ones with the main symptoms that you should take into account to change your email strategy. Now it is up to you to evaluate them to solve them in time if your shipments are suffering.