Written by a Collaborator
Email has been around for a long time, and it has proven itself to be a powerful marketing tool – when used correctly!
It feels like people fall into one of two email marketing categories:
- Your campaign is awesome and effective
- Your campaign is a waste of money
If you’re in the second category, then you probably think email marketing is useless. It’s not, you just need to know how to use it more effectively.
To do this, you must figure out why your current campaign is in the dumps! Typically, these are the most common causes of a botched email marketing strategy:
Awful subject lines
The subject line is the most important part of an email campaign as it draws the recipient in. A good subject line is like a good title for a blog post – it makes people click. It should entice the reader to open up the email, revealing the goodness inside.
A bad subject line does the complete opposite. It gets ignored by the reader, meaning the entire email is pointless. Imagine all your recipients act in this way – your marketing content falls on deaf ears.
A ridiculously small mailing list
Sometimes, your campaign struggles because you aren’t reaching enough people. The average email open rate is around 22%. That’s not great, but it’s mainly low because of how many terrible email marketing campaigns exist! Nevertheless, if you have the average open rate, but you only have a mailing list of 100 people, then 22 people open your emails. Again, that’s not a lot.
So, you have to work on increasing your mailing list. This allows you to compensate for a low open rate (though you should improve yours with a good subject line). Places like leadlists.com.au sell mailing lists that are ready-made and tailored to your business. Even if you increased yours from 100 to 200 – yet maintained the same open rate – you’d have 44 people reading your emails instead of 22. As far as email marketing is concerned, we’re looking at a ‘the more the merrier’ approach. An expansive list increases your chances of effectiveness.
Pointless emails and poor content
Lastly, the content of your emails and their frequency are killing your strategy. Stop sending out emails every single day. This will dramatically reduce your open rate and lead to so many people unsubscribing from your mailing list. Be more sporadic with your messages and only send out emails that are valuable.
A valuable email provides something for the reader to take in. It can almost be like a mini blog post – but more direct. You don’t want to waffle in your emails as people lose attention quickly. Provide value, get straight to the point, and stop sending lots of pointless emails all the time!
Address these key issues if you want to turn your marketing campaign back around. You can breathe new life into it, and it will soon become one of your most effective and profitable marketing formats. Don’t shun email just because you’ve had no success in the past. You won’t like to admit it, but the fault lies with you, not the method.
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