You may be experiencing problems with your email marketing, but the truth is that it is still a powerful tool for gaining and retaining customers.
It is no wonder that 81% of SMEs report that they still trust email as their primary source to acquire new customers - and 80% to retain them.
But, as with anything in life, plans can go off track at some point.
Whether it's a low open rate, a high unsubscribe rate, or several spam complaints, you need to be aware of email marketing issues that may come up during your campaigns.
To help, we discuss below the most common email marketing issues and what you can do to overcome them.
Email marketing issues to keep in mind
#1 Deliverability: your emails don't reach users' inboxes
Do you have a huge mailing list, but only a few seem to be receiving your messages? This is one of the most common email marketing issues, but it definitely has a solution.
There are several reasons why your emails may not be reaching the recipient:
• Typing errors: an email address is like a phone number, type something wrong and the message will never reach its recipient. It is quite common that typos occur when saving email addresses in your contact list, which can significantly reduce the delivery rate of your campaigns;
• Inexistent Domains: the domain is linked to the website that hosts the user's inbox. If it ceases to exist, all email addresses with that domain will also be deleted;
• Non-existent user: people change emails every day. A user who registered an address in your mailing list months ago may have changed email accounts in the last week.
To avoid these factors that can significantly influence your delivery rate, you could use an automatic email verifier. The tool allows you to filter out your list of all these problems and ensure that the email addresses on your list are spelled correctly and belong to actual people.
#2. More and more users want to unsubscribe
No one can be forced to stay on your mailing list, and one of the best email marketing practices is to offer a convenient and quick way to unsubscribe. But we know that you don't want users wanting to leave your mailing list, so what can you do?
A high cancellation rate can mean a few things, but there are two main reasons for this.
The first has to do with how often you send your emails. Your leads do like to hear from you - a survey showed that 49% like to receive something from their favorite brand at least once a week.
However, it does not mean that you should send a message every seven days. Do some tests and try to understand what works best for you.
Second, is the relevance. Are your messages relevant to your audience? For this, one way out is to segment your contact list well to make your campaigns even more personalized - emails with personalized subject lines have open rates of up to 50% higher.
#3. The open rate is below the market average
Your open rate is very valuable information to assess whether your campaigns are performing well. How many emails do you receive each day with offers, promotions or content that you don't even remember signing up for?
It is very common for users to not even open their emails and simply send them to trash when they receive this type of campaign.
That old marketing practice of sending more emails to get more feedback is no longer valid, and the providers' filters have already made this pattern of mass campaigns more difficult.
If your email opening rate is low, improve your content and research your audience more thoroughly: the average rate for emails in all market segments is 19.49%, so keep an eye on numbers that are well below that.
Knowing your customers is the best way to understand what they would like to receive, how often and by what means.
It is important to perform A/B tests with subject lines and other email elements. Perhaps, shorter and more objective subjects are exactly what your audience is looking for.
#4. Many users are complaining about SPAM
The spam rating can be extremely negative for your email marketing campaigns. There is something called a sender reputation, and it is just as valuable as your company's brand.
A low reputation can cause email servers to blacklist your address and forward all messages directly to the user's spam folder. The email checker should also help for this, ensuring that your soft and hard bounce rates remain low.
But it is also important to check that customers who have correct emails are not classifying their account as spam. This can lower your reputation and your deliverability rate.
If your subscribers are marking your emails as spam, most likely you are not sending content that is of interest to them. Once again, knowing your audience is critical.
#5. You are not getting contacts organically
Your contact list must be built organically - so, no need to buy a ready-made one. In addition to having no guarantee that the emails within a paid list are real, you may end up damaging your account's reputation and reducing your deliverability by buying one.
It is common for someone to have 2-3 email accounts. But do they really use all 3 accounts actively? And it may be that they have no interest in receiving advertisements on professional accounts, for example.
When creating your mailing list, always use email addresses acquired directly and organically. Give your customer the possibility to register on your site to receive emails, for example, but sending campaigns to unknown addresses is not a good idea!
#6. Low click-through-rate: users open, but do not click on your links
The click-through-rate represents how engaged users are with your email campaigns. After opening the email, how many users actually click on the links you provided? It is a very important rate and will give you even more information about your campaigns and performances.
If your click-through-rate is low, the answer is simple: your content is not good. You may have been right on the subject and even on some of the content you sent, but the links are not in line with your customers' interests.
One way to seek solutions to this problem is asking for customer feedback, right there, in the body of the email. In addition, according to Campaign Monitor, adding a Call-to-action button, instead of just leaving a line of text, can increase your CTR by 28%.
There is no perfect formula or recipe for successful email marketing campaigns, but there are parameters that can always help you achieve even better results!
Always keep in mind that the whole process needs continuous improvements and getting to know your audience and taking advantage of technological tools to assist in results can be the key to success.
How about knowing a little bit more about the frequency that email marketing campaigns should be sent? See you next time!