Email marketing, when done well, can be an effective tool for securing new customers as well as retaining current customers. With that being said, we have all been on the receiving end of an email marketing campaign that had us feverishly searching for the “unsubscribe” button. Email campaigns are incredibly effective, but can become a double-edged sword if not taken very seriously. If you have noticed negative results after employing your email marketing campaign, there are a few common reasons why that may be the case.
Too Many Emails
When it comes to email marketing, less is usually more. There is a level of trust that is bestowed upon your business when a customer agrees to sign up for marketing emails. They expect that they will not be inundated with a barrage of marketing content. When this happens, they quickly get annoyed and it can be difficult to get those customers to agree to receive marketing emails from you in the future. A good way to make sure that you and your customers are on an even playing field is to note how frequently they will be receiving emails in your opt-in form; this way there are no surprises.
Your Emails Are Too Long or Too Short
Email campaigns are all about content. If an email is poorly written, too long, or feels forced, no one is going to want to read it. Your content should be relevant, engaging, and on-brand.
Your Emails Are Too Personal or Not Personal Enough
If any email is overly personal to the point where it is obvious that a bot is adding the customer’s name into the body every few sentences, it is a quick turnoff. On the flip side, there should be a certain level of personalization to your emails. It should feel like a pleasant conversation between two humans.
You Did Not Consider The Buyer’s Journey
What part of the sales funnel is your customer in? Is this someone who has had an item in his or her shopping cart but has yet to purchase it? Is this a long-time customer who has purchased your product but likes to stay informed about any company changes or added services? When it comes to an email campaign, one size does not fit all. It is important that you have multiple kinds of emails in place for the various stages of the buyer’s journey.
Your Data is Wrong
If an email showcases blatantly incorrect data about your customer, it can make your customer feel like you do not actually care about him or her. It is important to always double-check your data and to always proofread your emails before hitting “send.”
Do not cast email marketing aside as something that is secondary to your overall marketing efforts. An email campaign that produces relevant emails that are personalized and tailored to what part of the buyer’s journey they are in can generate leads, increase sales, and can build trust and appreciation for your company as a whole.