Nowadays, just about anyone can craft and send out a campaign to their list of subscribers. However, just because you have it push-button easy, it doesn’t mean that you will get the result that you want from the campaign.
Even though you’ve designed the most beautiful, engaging, precisely-formatted, and well-written email, it’s not enough. Nonetheless, this doesn’t mean that it’s the end of the world. This is a clear indication that you should take a step back and make some changes to how you go about your strategy.
Sometimes, you will find yourself in the situation when you know that your email marketing isn’t working as you have hoped. You receive little to no engagement and the results are satisfactory at best, or worse, falling. How do you fix it?
We are here to teach you how to go about things the right way. Even better, the advice below is easy to implement and you will start seeing an increase in the engagement fast. Not only that but you will also see improvement in the metrics that matter such as open rates, clicks, and conversions.
Problem: Your Email List Isn’t Growing as Fast as You’ve Hoped
The good news is that this problem is faced by many and not just yourself. The reason why this happens is that your campaign is simply not good enough. Even if some people subscribe, they often leave as soon as you send the first campaign.
In the majority of cases, it happens because you haven’t got the subscribers that care about the thing that you’re offering. In addition to this, it could be because you haven’t grown the list organically. Hence, the growth rate has slowed, flattened, or even worse, reversed.
Solution: Create Something New
Don’t be afraid of changes, if you want your email list and your business to grow, you have to change constantly. Before you apply the solution, you have to take a look at what you’re offering your customers in order for them to join your list. You probably offer an eBook or some sort of motivational video. But, how long has this offer last? How old is the eBook or video? Are you sure the information is relevant?
The solution would be to offer something new. If you don’t have the resources, you should try updating the eBook or make a new video with similar content. The main idea is that it has to look brand new even if it isn’t.
Problem: Subscribers Don’t Engage with The Campaign
Even if you have an impressive list with thousands of potential customers, you aren’t guaranteed to have numerous open rates. In addition to this, you may even suffer from slow or click-through rates. Why an email campaign is no longer as profitable as before happens because of many reasons such as:
• The email is not formatted properly
• Images and GIFs don’t load for all subscribers
• You send too many emails per week at the wrong time and day
The most probable cause why people don’t engage with you is because you’re only sending out an email when you’re selling something. This shows to your customers that you don’t want to take the time to know them better. The perception would be that you’re selling and nothing else. If you’re in this situation, you will find the campaign in the Spam or Trash folder.
Solution: Renew Your Thinking About Email Marketing
One reason why people no longer engage with you is that people don’t relate to your service or product that you’re selling. This happens because you haven’t checked your email list. You often have to figure out how many people still have the same email address, whether that particular address is written correctly, or if the address is classified as spam.
TheChecker is an email verification service that will allow you to take full control of the list with real-time email validation. By implementing it on any form on your website, you will ensure that your list doesn't have misspelled addresses ever again.
In addition to this, you also have to consider sending a newsletter to your subscribers as they don’t just have an impact on engagement rates – they go much further. A newsletter will allow strangers to learn more about your company and the people behind it. In addition to this, it allows subscribers to connect with you and the product or service that you’re offering.
By establishing a relationship or a connection with each individual subscriber, people will look forward to receiving your email campaigns.
How do you go about this? It’s simple, you have to think about using an email marketing calendar. You will use it the same way you do when scheduling out sale emails. When using such a calendar, you have to find the days where you will send a campaign about other things your subscribers value.
Is there any history behind the product that the company sells? Are there new and exciting things coming up? Is there a particular story you want to share with your customers? The most important thing that you must understand is that less is more. Thus, you should limit a newsletter for once every 2 weeks.
This is a new way of thinking about email marketing as it isn’t just about selling. Nowadays, it’s about making a connection with your customers.
Problem: People See the Campaign, But Don’t Purchase
In some situations, you will find that your open rates are decent but your conversions are all. This means that people are not buying what you’re offering. While it’s true that the problem can be because of the website itself, in the majority of cases it’s because of your email.
For this particular article, we will assume that the website is also converting sales but the conversion rates from the emails directly are little to none.
Solution: Retarget Campaigns
Most potential customers will come to the website, have a look at each landing page, and leave. The problem for you is that you’ve probably spent a lot of time, effort, and money to get them that far. So, how can you get them to the final step?
This is why it’s a good idea to start retargeting campaigns. Retargeting is a useful tool that can show your customers an ad for your own website across a variety of other web properties – even if you don’t own those websites. Think about it, what if they could see the product that they’ve seen yesterday while looking through their social media feed?
When it’s done correctly, it will serve as a reminder for customers of your product or service. In addition to this, it will also capture their attention towards you rather than the competitors. Essentially, you will have a second chance to ensure that people are making a purchase.
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