Email marketing has consistently proven to be a cost-effective channel for engaging leads and turning them into customers. Implementing successful email campaigns can be tricky, though, as every email needs to be optimized, including its layout, copy, and the content you’re sharing with your recipients.
If you’re not seeing the results you want from your email marketing efforts, you may be experiencing some of the common problems our clients have also faced. Below, we list three of these problems, as well as solutions you can implement to help you see improved success:
Problem # 1: Your Emails Don’t Get Opened on Mobile Devices
Solution: Optimize Email Content for Mobile Users
If your email marketing doesn’t take into account the increasing use of mobile devices, you’re missing out on effectively reaching a large chunk of your audience. Mobile devices are used more often than any other device, and three-quarters of smartphone owners use them to view emails. A low open rate for mobile devices could bury your entire campaign.
The key to mobile optimization is keeping everything simple. Make sure your email fits inside a single column so that users don’t have to scroll side-to-side. Reduce any unnecessarily large graphics to ensure load times don’t suffer. Use a simple design and large buttons so that everything works smoothly on a touchscreen.
Problem #2: Too Many People Are Unsubscribing from Your Emails
Solution: Segment Your Audience for More Tailored Emails
When leads unsubscribe from your email list, it isn’t necessarily a sign that you’re sending low quality email content, it could just mean you’re not meeting your audience’s expectations. If existing customers are receiving content meant for new subscribers, they’re going to think you don’t have much left to offer them. If you spam less-engaged users with too much information, however, they’ll get annoyed and decide to unsubscribe.
Segment your audience into email lists based on variables such as their interests and stage in the sales process. Tweak each campaign specifically for that segment and perform regular A/B testing to make sure that you’re hitting the mark.
Problem #3: Small Mistakes Are Starting to Add Up
Solution: Put Your Process Down on Paper
Sending a marketing email out is a huge thrill. You’ve put effort into creating your content, and now it’s finished and being sent out to the world. You’re excited to push something off of your busy plate and eager to see how it performs.
The closer you come to hitting ‘send’, the easier is it to overlook something simple. Small mistakes within an email aren’t a big deal by themselves, but they can add up quickly. If you’re becoming frustrated by repeated small issues, jot your marketing email process down on paper in the form of a handy checklist of necessary steps.
Some of your steps could include the following:
- Beginning with a personalized greeting.
- Creating a gripping headline.
- Adding your social media buttons at the bottom.
Once the entire checklist has been hit, you’ll have the comfort of knowing your email is perfect each time you hit send.
Do you have any email marketing solutions to problems you’ve faced in the past? Share them below!