14 Jul 7 Reasons Your E-mail Marketing Isn’t Working
Did you know that e-mail marketing is more popular than ever before? 72% of all companies rate their e-mail marketing’s ROI as “excellent” or “good”. To top it all off, e-mail marketing has been around for decades. What does all of this mean for you? That e-mail marketing is a tried and true form of digital marketing that you should be using.
Chances are you’ve already started exploring e-mail marketing. As you might have discovered already, e-mail marketing is a difficult art to master. Here are seven common reasons e-mail marketing campaigns don’t work for companies.
1. Bad Subject
Think of your subject line as a headline. It should be short, specific and compelling. We rely on e-mail for countless things, which means we get a whole heck of a lot of e-mails every day. If your subject doesn’t pop and demand attention, you’ll go straight to the trash. Try using numbers, the person’s name, buzz words or phrases that demonstrate urgency.
2. Too Long
No one is going to read a three page e-mail unless they absolutely have to – no matter how interesting it is. Keep your e-mails short and sweet. Get to the point and don’t waste words. Use short (2-3 sentences) paragraphs and different fonts (tastefully) to keep things interesting.
3. Bad Timing
Sending out an e-mail every few months is completely ineffective. In the time between the e-mails, your list will have forgotten about your brand and why they were interested in the first place. On the other hand, sending out an e-mail every few days is overkill. As a rule, weekly or bi-weekly is ideal.
4. Not Pretty
It might sound silly, but pretty up your e-mail marketing! Have a designer create an e-mail template. Use a different font for headings or use relevant pictures. Would you rather read eight paragraphs of plain text, or a nicely designed and formatted e-mail?
5. No Personality
Personality is key for all things social marketing. Your customers can’t bond with a corporate personality. They want to get to know the people behind the brand – they want uniqueness! It is very unlikely that you do not have direct competitors. How are you standing out from them? Use personality.
6. Not Valuable
If all of your e-mails are about the products your customers can buy on your website or how awesome your company is, your e-mail marketing won’t work. Remember, you have to put yourself in their shoes and ask: “What’s in it for me?” Make sure you are offering legitimate value with every single e-mail.
Last, but certainly not least, be exciting! Keep your e-mail copy interesting and entertaining. Add a video that your team thought was funny or tell a joke at the end of the e-mail. Not only do e-mails need to be valuable in terms of providing new information, but they must be valuable in terms of entertainment as well. Making someone laugh or smile is the quickest way to a new relationship!