Top 3 Email Marketing Challenges
Sometimes marketers find that their email marketing is not living up to their expectations. There can be many reasons for this as email has special challenges. We have put together the top 3 email marketing challenges to help you increase your email marketing ROI.
- Your List – You need to keep your list clean and be able to segment your offers to the right people. Since there is continual fall off, you need to constantly be adding new people to your list. So how can you add new people? Consider adding a share button on your emails to get your current list to share with new people. Make sure there is an incentive for people to sign up to your email list. You can try to reduce your list attrition by letting your customers decide how often they want to hear from you. Weekly, monthly, quarterly… let them decide and then stick to that schedule.
- Engagement – First thing to look at for engagement is personalization. Are you making them feel special by not only including their names but giving them offers and discounts on items they want to buy? Recognize their birthday too with an extra special offer. Knowing when they will need to buy your product or service again is important. You want to build repeat customers. If they abandon their cart, send a follow up email, you would be surprised at the number of people who got distracted and just forgot to buy. When you remind them; they make the purchase.
- Deliverability – Sending 10,000 emails is great, but if only 5000 are delivered you are missing opportunities. Use an email verification service to clean up bad email addresses. You might try a company like MailGet to clean up you email list. You can also use a service to check your email for spam indicators. This will help keep you out of spam folders. Also, request that your customers whitelist you in their email program to make sure you don’t end up in their spam folder.
Keep in mind that you need evaluate your email performance on a regular basis as your email marketing challenges may change over time. You should also perform A/B tests to determine the types of content that resonate best. Paying attention to results, allows you to integrate your findings and optimize your campaigns for the best results.
As always, create your emails so that they can easily be read on any device from phone to desktop and everything in between. Email marketing is not the be-all end-all, but it is important to use it with other marketing channels to reach your prospects and customers. Are you ready to increase your email marketing ROI?
If you have any questions contact us today. We are glad to help!