Feel like you’re not getting the most out of your emails? You’re not the only one thinking this way, with just 41% of company respondents rating the performance of their email campaigns as ‘excellent’ or ‘good’ (Econsultancy Email Marketing Census, 2015). This highlights the significant room for improvement desired by marketers to achieve better results and get more out of their email marketing. We are all aware its capabilities, however many are failing to capitalise on the opportunities available to them.
So what’s going wrong? Well, here are 5 reasons why your email campaigns aren’t getting the results you desire.
It’s not often you see a blog post from us that doesn’t mention the R word, and this is no exception. Relevance is the single most important factor for success. If your emails are not personalised to customers tastes and needs, you can’t really expect them to be read, let alone responded to. Customers subscribed to your communications expecting to receive something of value, if this isn’t provided, your emails are likely to be simply be ignored, with the risk of your customers unsubscribing altogether. If you are not in a position to get ‘hyper-personalised’ don’t worry, but make sure the best and most popular products are included – ones which every customer will enjoy, to help achieve some natural relevance.