10 Reasons Why Email Marketing Campaigns Fail

By - Sami
February 06, 2023 03:33 PM
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Many people are dissatisfied with the results of their email campaigns because they appear to be unsuccessful. Once they finish composing an email and press  "Send," they start to wonder why their emails have no engagement or activity. Even worse, they are not reaching their ROI goalsGiven how quickly email marketing is being used, it's critical to comprehend how and why it occasionally fails. Knowing what can go wrong will help you reduce risks from the beginning of the construction of your email marketing campaign and improve its chances of success. 
Only a small percentage of visitors to your website who are potential buyers will go on to buy something. What steps can you take to increase lead conversions from your email marketing campaigns?

What are Email Marketing Campaigns?

An email campaign is a series of marketing efforts that are sent via email to multiple people at once. As long as you create them properly, email campaigns may be a terrific method to expand your company, drive traffic, and boost revenue. You may establish trustworthy relationships with your readers and maintain their interest in your material with effective email marketing. Additionally, email campaigns make it simple to gather subscriber data so you can determine what is and is not effective.


The main goals from creating marketing campaigns include:


Types of Email Marketing Campaigns

Welcome Emails: Welcome emails are rather simple. After someone subscribes to your mailing list, you send them a thank-you note, explain what to expect from them, and perhaps even offer them an incentive. The nature of what you're providing will determine which components you include in a welcome email. However, in general, you can use the email to highlight the value that readers might anticipate receiving and to show off the personality of your company. The welcome email is a wonderful spot to go through how everything works and what consumers need do to get started if you're introducing new users to a product or service. Most welcome emails include a 'Thank You' for signing up, a call to action, and additional information about products/services you will be providing. 


Product/Service Feedback: Any product or service may be improved with the right feedback. However, it takes a lot more effort than you might imagine to get people to submit their opinions. Email is a fantastic technique to distribute surveys for constructive criticism. Feedback is crucial for product development, but it also lets your customers know that you value their opinions, which can increase engagement. Our advice is to make your product feedback communications informal and steer clear from questions that are overly specific or technical. 


Nurturing Emails:  Lead nurturing emails are made up of a closely related series of emails with relevant, useful contentThrough the marketing funnel, these emails are utilized to develop leads into sales-ready prospects. Consider the scenario when you sent an email with a marketing offer to your list. After that, you could set up a lead nurturing procedure to send everyone who converted on the initial offer another email with a complementary resource or incentive. You can follow up with more pertinent and tailored material that will increase the likelihood that the targeted group of leads will continue their engagement with you.

 

Newsletters: Newsletters are among the most often used email marketing campaign kinds. If you have blogs on your website, you're likely to send a number of newsletters with your content. You can obtain more repeat visitors by using newsletters to let everyone know what they're missing.

Benefits

High ROI:  According to a survey conducted by Litmus, email marketing has an average ROI of $36 for every $1 spent. Every year, consumers continue to interact with brands through email marketing. About 350 million people are predicted to be email users by 2024. As more people register for email addresses and routinely use them, they begin to use this channel of contact to stay in touch with their preferred brands as well. When it comes to revenue growth, the quantity of new email users is not the only aspect that contributes to a high email marketing ROI. Digital marketing strategies are most importantly affordable which is why it has a high ROI.


Target Lead Segments:  Utilizing information about your email subscribers can enable you to design focused campaigns when using email marketing. One way to make your content more unique is by utilizing the subscriber's first name in your email. According to research, using a subscriber's first name in the subject line can boost email openings by up to 26%. As your email list expands and you gain experience with email marketing, you can divide your audience into groups according to factors like age, income level, gender, or length of time as a customer.


Save time and money: Most business owners are short on cash and time; fortunately, email marketing is inexpensive and simple to automate.

When you create a new email campaign, it automatically distributes it to your target list once you create your list, choose your offer, and design your email. While working on other business-related tasks, you can interact with your audience and attract new clients. Additionally, it is reasonably priced, especially when compared to alternative strategies like paid promotion. For very little money, you can create a professional email campaign that is sent to thousands of your contacts. 


Improve relationships with customers: The goal of marketing is to provide value to customers and demonstrate your target market how to move your organization forward. When someone subscribes to your email list, you have the chance to give them helpful, pertinent information. Your clients shouldn't be solicited for purchases in every email you send to them. Your emails should add something useful. Your consumers will look forward to hearing from you each week if you can show them the value you offer them. Resources full of information that can compliment and help your customers can substitute for an incentive. You could, for instance, write an email with a link to a recent blog entry you wrote. It's important to include links to your social media accounts in your emails and invite readers to follow you there. This increases your credibility with your audience, and if one of your emails builds curiosity, they can quickly find out more about your products or services by clicking on the links to your social media accounts.

External Link: 5 Email Marketing Segmentation Strategies

Why Email Marketing Campaigns Fail? 

1) Poor Segmentation


Sending all of your email subscribers the exact same message is a big mistake. Instead, you need to be sending your subscribers various messages based on their behavior, their familiarity with your services, or any other characteristic that is appropriate for your industry and target market. Segmented email lists can be used for targeted and personalized campaigns, and this could boost your marketing ROI. Your email subscribers will start to trust your brand and be more willing to make purchases if you provide them email content that specifically answers their problems and worries.

2) Weak Subject Lines


There is no way that everyone can open and read all of the hundreds of emails that they receive each day. However, they will see every subject line. Emails with bad or overused subject lines are much less likely to be opened. According to a study on digital marketing, simply changing the subject lines of your emails can increase open rates. Your email's subject line will have a direct impact on how many people open it. Therefore, it must pique the reader's interest and persuade them to open the email.

3) Sending too many emails

Have you ever received so many emails from one company that you dread getting more of them? Email overload can irritate and overwhelm your customers. You greatly increase the likelihood that your emails will be read and understood by using the ideal cadence and volume. Make sure you have a balanced strategy to distribute your email campaigns. 

4) No Call to Action (CTA)

Customers should be encouraged to interact with your brand in some way through your emails. Lead your customers to take a specific action, whether it's completing a purchase or signing up for a free webinar. A clear CTA will allow your prospects to move through the customer journey and sales funnel.

5) No Brand Identity

You want your clients to feel as though they are receiving an email from a friend. Because of this, every email you send out should have a personality and a voice that help your readers feel like they know and trust you. You won't get the interaction you want if your emails don't stand out from the competition and have personality that defines your brand.

6) Low Value Emails

Many business owners approach email marketing with the assumption that readers would sign up for their list, read their emails, and then click a link to make a purchase. Although this is a doable objective, getting there takes time. To start, give your subscribers something of value without anticipating anything in return. Your CTA will be acted upon by your subscribers if they discover value in your emails and it is in line with their wants.

7) Personalization is not priority

Your conversion rate may suffer if you don't customize your emails for your subscribers. According to studies, more than 70% of consumers anticipate personalized information and offers from brands. Organizations should make an effort to comprehend the customers' particular objectives, difficulties, and barriers. I advise dividing up your audience into interest-based groups. Sending out feedback forms, engaging with your audience on social media, and analyzing your website analytics are good places to start. Create email campaigns that are tailored to your subscribers' interests after you've divided them up into groups.

8) Emails not optimized for mobile

Having a mobile-responsive website is crucial for today's environment where everyone is carrying a phone. Customers who are unable to use your online store will go to a rival with a functional website. This similar idea can be applied to your email marketing campaign. Most individuals check emails on their smartphones throughout the day.  If your communications are incoherent, lacking graphics, and generally shoddy, you will witness a lower engagement rate and more people choosing to unsubscribe. 

Templates that are mobile-responsive are a common feature of email service provider (ESP) services. I suggest sticking with a simple, one-column design. You want to make it as easy as you can for readers to comprehend the whole context of your statement. Make sure the subject line of your email is clear and concise. Email subject lines are shorter on mobile devices, so if you want them to click through to your email, you must place your message front and center.

9) Outdated Email List

Your emails simply aren't reaching your target if they are being deleted without being viewed, bounce back with an error message, or both. Email databases deteriorate over time, thus it's critical to execute routine email validation to keep your email database in good shape. If you don't, you'll notice reduced open rates from the old database, which your ISP may take as a sign that readers aren't interested in your writing or that your messages aren't getting through. In the end, poor subscriber engagement could hurt your email campaigns and sender reputation.

10) No Use of Email Automation

A well-designed email campaign is a critical component of forming strong customer relationships. Your email campaign can be perfected to achieve your goals by having a defined schedule, objective, plan, and strategy. But you can't do this manually, especially if you're already overloaded with other projects and obligations. Using email marketing software to manage your email outreach is like having an extra pair of hands. Your emails can be configured on the front end with triggers that will send them based on specific website actions your subscribers take. Nothing compares to the comfort it brings to know that your members are getting the information and nurturing they require to help them get closer to making the appropriate purchases.

Explore Zoho Marketing Automation

Statistics about Email Marketing Campaigns

  • 4 billion daily email users
  • 64% of small businesses use email marketing to reach customers.
  • The average email open rate is 19.7% while the average open rate for welcome emails is 68.6%
  • The most effective strategies for email marketing campaigns are subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%). 
  • Globally, Fridays see the highest email open rates (nearly 19%), compared to the lowest open rates (17%) on Saturdays
  • The most effective email subject lines engage curiosity, include promotional offers, and are personalized to each recipient's interests. 

Strategies to Increase Sales

Personalize Messages:  Without a question, email customization is a fantastic strategy that has been shown to provide wonderful advantages for your mail efforts. According to Invesp, personalized promotional mailings offer 29% higher unique open rates and 41% higher unique click rates than non-personalized mailings. According to an Epson study, 80% of consumers are more inclined to make a purchase from a company that offers a tailored experience. Although it's nice to become more familiar with your customers, you must be careful not to go too far. Utilizing names excessively can only make you appear odd to customers and harm your reputation.


Keep your subjects line short: 47% of email readers just read the subject line before opening the message, while tailored emails have a 22% higher opening rate. This demonstrates how crucial subject lines are to the success of your email marketing campaign. However, data indicate that you should also pay attention to the quantity of characters utilized, in addition to the substance. In actuality, emails with subject lines of 6 to 10 words have the highest open rates. Another fact that works to your advantage is the 22% increase in open rates for subject lines that convey urgency or exclusivity.


Schedule Time for Email Sending: When it comes to your email marketing' success percentage, timing is essential. By choosing the time carefully, you can boost your open and click-through rates, which is something you undoubtedly want to do. Another justification is that devoted users might wish to interact with your content. With that in mind, you ought to make use of all the resources at your disposal to ascertain when would be ideal for them. There isn't a single best moment to send. The kind of business you run is another important issue to take into account here. Currently, 51% of businesses employ automation, which is understandable given that there are a plethora of marketing automation solutions available to assist you in doing sophisticated multivariate testing to determine the best time to communicate with your audience. As a result, your company will save a ton of time and money, and you can concentrate on the key components of your email marketing campaign.


Segment Contacts: By segmenting your email lists, you may communicate with your users more effectively and directly. They receive the appropriate information at the appropriate time. Your contacts can certainly be on different stages in your sales cycle, so it's important to segment your content based on the various stages in your sales process. Not all your buyers are going to act the same or have the same personalities; however, by dividing customers into various segments, your email reputation will improve and you'll achieve better results. 

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