Email marketing is hard. Any company with an online presence is trying to get your email address, and they then want to use that email address to market to you constantly. To get your company noticed in such a crowded field is a challenge. Although there is no surefire way to make your email marketing flawlessly successful, there are ways to make it much more effective.
If you find that your marketing emails are sorely lacking, here are three reasons why you may be having trouble:
You’re not making it worth their while
If I sent you an email today, would you open it? Your answer is probably “it depends.” And what would it depend on? Whether or not it’s worth your time.
Your email recipients are making the same calculation every time they get an email from you: is it worth my time? You need to make sure it is. Offer content with your email marketing, such as eBooks and white papers, or offer discounts, or new information; regardless of what it is, just offer something. Make it worth the recipient’s time to open your email.
You’re not testing enough
Are you testing your emails? You need to test graphics to make sure they work. You need to test different body content and subject lines sent to similar audiences. You need to test, test some more, and then test again.
When it comes to businesses, no two audiences are the same. What works for one business won’t necessarily work for you. So you need to repeatedly test new things among similar recipient groups.
Even if you do plenty of testing, test even more. Whenever you test, you gain new information: and too much information is basically never a bad thing.
Now test again.
You’re not using the information
You most likely have analytics on your email marketing (and if you don’t, you need to stop reading right now and get some), but are you making good use of the information? It’s useless unless you break it down and try to figure out what it means. What kind of emails are getting the most opens? What is getting clicked in your emails? What time are people opening them?
All of this information can be used to improve your email marketing techniques. You can discover things like the best time or day of the week to send your email or best types of subject lines to use.
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