There are certain situations which email marketers dread. Whether this is discovering all time low open rates for your latest campaign or even worse, failing to deliver your campaign to your subscribers. Here are a few horror scenarios for an email marketer and solutions of how to prevent them.
No one is opening your emails
We’ve all had the disappointment of experiencing open rates below our expectations, and there can be a number of reasons behind this. Perhaps your subject line isn’t punchy enough to stand out in a crowded inbox or maybe you’re not offering enough value to the recipient within your emails. However, one of the biggest influencers to your open rate is your track record – the previous emails you have delivered to your subscribers. If the past few emails you’ve sent have nothing of interest or value to the subscriber, then what reasoning do they have to open your next?
Make sure you start as you mean to go on and make use of an effective welcome program after the initial sign up and maintain that consistency of useful and relevant email content.
Lack of engagement
Gaining that initial engagement isn’t too tricky as it’s likely that a customer has signed up to your communications to read and make use of your emails. However, engagement can begin to go down hill when you begin to provide customers with the same irrelevant content time and time again.
There are a number of techniques which can help ensure that the content you are sending is relevant enough to help drive engagement. Segmenting your data is vital to success, enabling you to target different segments of your database with content which will be of interest to them.
Additionally, instead of creating a range of different emails for each variation of subscriber, dynamic content can be used to target customers through one simple email that will display different content depending on their selected preferences. And some ESP’s such as Maxemail have this feature available within their Email Builder via simple drag and drop functionality.