You might use interesting email subject lines, experiment with the email copy length, and follow all email marketing rules. But if your email marketing campaigns aren’t giving you the expected results, then it’s time to relook at how you approach them.
Poor deliverability and poor segmentation could mean content-target audience mismatch. It may also mean your automation needs tweaking to personalize your message for a better outcome. And if you are curious about other probable mistakes in your email marketing campaign, then take time to evaluate your email copy for its effectiveness in persuading your audience.
Let’s see each of these, but first, we’ll tell why your content is critical in your email campaign.
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Why You Can’t Ignore Content in Your Email Marketing Campaign
You may follow all the best practices for design, inserting the correct number of links and picking the right images. But if you ignore content, you end up targeting the wrong audience.
When you focus on content, you turn your attention to creating valuable, high-quality content that’s aligned with your user.
You go beyond checking for unsubscribes and instead concentrate on trust signals in the email, authentic storytelling, solving pain points that your audience expects from your product or service. Building on these factors can help your audience know you better and build credibility.
Here are some reasons your email marketing campaign could be delivering poor results.
Related Reading; How to Use Emai Analytics for B2B Campaigns
1. Disregarding Email Content
Bounce Rate & Email Traffic: In an email marketing campaign, check for bounce rates from campaigns mentioned in your emails. Identify how well the email traffic contributes to the overall campaign.
Storytelling & Copy Skills: To judge your storytelling and copy skills, you can gauge the number of replies or feedback you receive from your customers. This way, you’re going beyond numbers and understanding if your message resonates with your audience. Also, check how often your readers share your email content with others and social media.
Optimal Email Length: You could perhaps argue on the optimal length of the campaign to be short or long. But there isn’t a correct answer. Invest in proper A/B testing to see what kind of emails stick with your audience.
End Objective: Do not simply measure success by open or click-through rates. It’s the end objectives that matter- make one change at a time and see how that affects results, and deploy or discard these changes.
2. Poor deliverability
Poor deliverability is one reason for poor open rates. Relook at your email campaigns and consider these points.
Sender reputation: Check for sender reputation that tracks the numbers of emails sent, ISP spam listing, number of unsubscribes, and bounce rate. Also, remember to check your DKIM/SPF configurations, especially if you’re sending cold emails and you’re expecting a better response.
Fixed Schedule: Sending emails on a fixed schedule creates a high recall value and improves your sender score.
Purging List: Cleaning your lists allows you to cater to your responsive audience—this way, you can tailor your content to those who actively interact with your content. You’ll also save on costs if you prune your large email lists.
Email Volume: Large email volumes may invite stringent checks at the receiver’s end, triggering spam filters and leading to poor deliverability. Space out your emails so they don’t trigger high-security checks.
Avoid Spam Signs: Creating urgency in your emails often converts warm leads. But if your subscriber frequently receives urgency-based mails, it’s likely the overload of sales pitch emails will cause many unsubscribed.
Related Reading: The Importance of email Deliverability
3. Poor segmentation
Poor segmentation will lead to a standard message that does not resonate with everyone on your email list. This leads to a lack of interest, poor engagement, and ultimately poor open rates.
Subscriber and their Intent: Not all subscribers are the same. Some subscribers enter your funnel because they find value in your free content. While others crave discounts or future offers. Depending on similar groups that show such intent, the content of your email, the pricing strategies, promotions, the frequency will vary accordingly.
Multiple Customer Personas: Factor in similar groups and build multiple customer personas. But also ensure you don’t go overboard in creating too many personas that can dilute your email content strategy. If your users are in multiple industries, pick a couple of personas that mirror these industries so you can segment them accordingly.
Subscriber Engagement: Because each of these segments has its own motivations, behavioral pattern, and purchase cycle, study how you can influence each of these segments for better engagement and conversions.
4. Inadequate automation
Email marketing automation allows you to adopt an effective email marketing approach by using a micro-personalization strategy. But it is not scalable until you automate effectively. And there are a few ways where your email automation can go wrong.
Not tracking your automation: If you’re simply setting up your email marketing automation and not tracking campaigns, it’ll be a while before you see any worthwhile results. You’ll miss out on the customer insights that can fine-tune your campaigns, leading to a loss of leads and potential conversions and profits.
Not Connecting Email Automation to various touchpoints: If you’re using email automation to only schedule, segment, and personalize then, you’re missing the opportunity to convert leads from other platforms to paying customers. Use email automation to integrate with the other marketing automation systems, so your leads from various touchpoints are exposed to your email marketing campaigns.
5. Ineffective persuasion
Avoid these common mistakes that lead to an unsuccessful marketing campaign.
Lack of communication in Your Email: Follow-up on the email alone doesn’t mean much unless there is frequent communication. And the communication needs to be persuasive enough to prompt the subscriber’s response. Avoid bland emails that don’t pique a reader’s interest. Instead, encourage a response by using persuasion techniques to your advantage.
Lack of Persuasion Techniques: Many persuasion techniques like AIDA, PAS, BAB work because they hold a reader’s attention and coax them to carry forward the conversation. Because they are highly effective in drawing people towards your content, consider taking professional help instead of doing it yourself.
Not Hiring Professional Help: You could use these copywriting formulas and go through trial and error. However, doing so will lead to a loss of time, and leaving warm leads to turn cold. To capitalize on warm leads, hire copywriters who can write effective emails to capture the recipient’s attention, engage them, build interest, and trigger action.
Email marketing campaigns have many elements. Picking the ICP, creating an email marketing plan, writing the perfect subject lines, design, and mobile optimization. However, if your marketing campaigns are unsuccessful, the reason lies in overlooking content as the key driver. Building trust, credibility, and storytelling can drive results for your campaign with subscribers’ responses.
But if you miss the end objectives and ignore pruning your lists or don’t stick to a schedule, you’ll experience poor email deliverability. Don’t forget to consider different personas, motivations, and intent to engage with your email to avoid poor segmentation. And when you align your email marketing automation to your other touchpoints, you can expect better results than set and forget automation. Lastly, don’t forget to engage professionals to create interesting copy that turns cold leads warm and engages your subscribers for conversions.