In order to have a successful business, you must use and invest in marketing strategies. Although you can reach customers through different channels such as social media, email is without a doubt, the most effective regardless of age.
Inevitably, you will face different challenges as a business. Successful email marketing is challenging if you don’t use the right resources or if you don’t do proper research.
The good news is the fact that even though you will come across difficult situations, there are always solutions. Nonetheless, before you implement the solutions, you must understand what the mistakes are, in order to avoid coming across the same challenges.
Problem – New Subscribers
All businesses regardless of their size, find it difficult to get people onto their email list. If you’re currently in this situation, we strongly advise you against purchasing email lists. The reason for this is that it will affect your sender reputation and it doesn’t guarantee that people will sign up to your list. Above all, this practice is considered to be viciously self-destructive.
You must check your email list regularly in order to avoid low open rates. If you send your campaign to inactive users, your open rates will be low and your sender reputation will be affected.
There are several things that you can do in order to earn your subscribers, such as:
Value Proposition - When signing up, numerous people will ask themselves why they should sign up to your email. This is where you answer the question by offering them something in return. Whatever you choose depends on your business and how much you want to spend. In the majority of cases, businesses opt for a discount.
Tip: If the customer doesn’t have anything to gain, it’s highly unlikely that they will sign up to your list.
Segmentation – Even if you make an incredible campaign, it can be considered as spam by those that aren’t interested in the information provided. If you want to keep your subscribers, you must segment your list based on the information provided by themselves. This will help you to send a message that is directly appealing to them.
Tip: A segmented email list has the ability to boost sales.
Test – It’s essential that you test and repeat as much as you can in order to find the best formula that is suitable for your customers. You must check your metrics regularly to get an idea of what is working and what isn’t. As well as, you should be opened to evolve according to the trends.
Problem – Deliverability
The deliverability rate is measured between the emails that you’ve sent versus how many emails have reached in the right folder. As you may know, not every campaign will reach the inbox folder. When a campaign fails to get to the right folder, the event is called “bounce”. There are two different bounces.
- Soft – This is a temporary bounce and it usually happens when the inbox folder is full.
- Hard – A hard bounce is due to problems such as low sender reputation or the spam sensors have been triggered by the service providers.
You must avoid a hard bounce at all times because it can affect your marketing considerably.
If you’re facing this challenge, you already know low deliverability means wasted money, time, and efforts. Thus, you can think to implement the recommendations below:
Email List – You must know how many people in your list are active and how many people are engaging with your campaigns. You should use TheChecker software to check your list periodically to avoid wasting further money.
Tip: If a contact has been inactive for a few months, the best choice would be to remove the contact.
Re-think opt-in process – Some people don’t necessarily mean to provide you with the wrong information. Some innocently forget a character in their address. To avoid this from happening, you should re-think the opt-in process. We recommend that you add an extra step when someone what’s to sign-up to your list.
Tip: Allow the option for people to update their personal information without facing difficulties.
Self-report – If you’re running out of ideas or you want to improve, you should ask people for reports concerning your emails. This way you will receive information on email frequency and content.
In order to avoid such a challenge, you must understand the mistake you’re making. In the majority of cases, businesses send emails to addresses that are no longer valid. If you are flagged as someone who has a high bounce rate, you will be tagged as a spammer by email providers.
Problem – Measurable ROI
If you don’t collect data properly and don’t collate each information, it will negatively affect your next campaign. Numerous businesses don’t measure the performance of each email and this leads to more problems.
If you’re in this situation, it means that you haven’t analyzed the marketing efforts and how they’ve affected the sales process. As well as, you haven’t checked how many sales your campaign has generated or how many visits your website has achieved.
The only solution in this situation is to set up a closed-loop marketing system. This will help you to place an accurate track on a customer from the first point of contact. Often, it’s when they first visit your website or when they first engage with your email, to their final interaction.
If you set it up correctly, you will track ROI from email marketing. As well as, you can also track ROI from other marketing efforts such as website optimization, social media marketing, and blog.
Problem – Low Click-Through Rates
Sometimes, even if people open your email, it doesn’t mean that they will interact with it. If you don’t place the call-to-action in the right place, it will be difficult to get people to check out your website or to turn into a paying customer. Thus, numerous businesses need help with subscriber retention and low customer engagement.
Personalization is the key word when it comes to email marketing. Since we live in a technology-based world, artificial intelligence has allowed brands to provide a high degree of personalization than ever before. You can no longer expect people to interact with you by sending them an email. Thus, you must change according to customer preferences to increase click-through rates.
Another solution would be to take a look at how frequently you’re sending campaigns. If you send people a large number of emails throughout the week, it’s inevitable that they won’t open each and every single one.
Furthermore, you should always optimize your emails for smartphones. Nowadays, only a small percentage of people are reading your campaign on a computer. If you don’t optimize it properly, photos will take longer to load and the content will be difficult to be read. Thus, before you send the campaign to those in your list, you should send it to yourself first to check if everything is right.
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