Why Your Email Marketing Might Be Falling Short of Success

Email Campaigns

Have your email campaigns been underperforming lately?

Some simple changes to your email marketing strategy could take you from the spam box to the front of your customers minds. In this post we’ll break down some topics to consider reevaluating in order to start the new year with fresh approach to successfully marketing yourself and your business.

Review your content strategy

When considering your content, you need to constantly be asking the question “why?” Understanding the specific goal of each piece is crucial to ensuring that your time is well spent and your audience is well served. Making sure you have a clear and concise objective and call to action in every piece of content improves the chances your audience progresses through the prospect pipeline. This clarity shows your customers you don’t want to waste their time, and makes sure that those who are interested can act quickly.

Content is not just about talking to your customers but also about seeking their interaction and input. Asking questions makes your customers feel like their opinions matter, building trust that you’re not just out to sell them something. You can use survey tools to help gather customer feedback, and the best way to show them you’re listening is to act on that feedback.

Beyond the body of the email, distilling your goal down to one clear sentence is a great strategy for developing your subject line. You only have a moment, so avoid being vague. The last thing you want to do is confuse or dilute your message. It’s a careful balancing act, so find that sweet spot of not too much and not too little.

Personalize your campaigns

Personalization tags can also boost interest. It might seem like a little thing but who doesn’t like the personal touch of being addressed directly in an email?

Use segmentation to make sure every contact is only seeing what’s relevant to them. There’s no limit to the different ways in which you can segment users. Location, budget, and lead score are all popular segments, but they’re far from all you can do. You can even use conditional content to swap major portions of your campaign in and out to better match the needs and interests of individual contacts.

For example, if you’re a real estate agent, you can tag all of your contacts based on their budget. When you send out your newsletter which includes links to featured properties, you can make sure that your contacts are only getting links to featured properties within their budget.

You can manually segment contacts or create automations so that they’re segmented based on the logic of the automation. One effective way of using an automation to segment is by using site and event tracking.

Continuing with the example of the real estate agent, you can create an automation that tags contacts’ budgets based on what web pages they visit. So, if a user comes to your site often and only visits pages with listings of homes between $250,000-$500,000, your automation can tag their budget accordingly.

Follow up

Communicating with your contacts is not a one-shot deal. It’s continuous and everlasting, well that’s at least what you’re hoping for. When you send out a campaign, there should be a follow-up strategy. People need to be reminded, and a lot of the time, they’re happy when you do. So if you send out an offer, create an automation that automatically follows up with a reminder if the email isn’t opened after three days.

This strategy is not just for people who forget or delete your initial email either. It’s a great way to keep the lines of communication open after somebody has a positive interaction with one of your campaigns. Let’s say you sent a campaign advertising a sale, and 100 people made a purchase directly after clicking on the email. Create an automation that sends a follow-up thanking them for their purchase and maybe even offering an additional item that compliments what they just purchased.

List management and hygiene

Being able to control who your marketing campaigns are going to is also something to consider. Often people are sending to lists they have not looked at for some time. Who you are sending to matters, so if you’re seeing a decline in the success of your campaigns it might be worth cleaning your lists.

If people aren’t interested in what you’re offering, the last thing you want to do is send them more and more offers. Use ActiveCampaigns Engagement Management Tool to remove contacts who’ve not opened campaigns so you can focus on your most engaged customers.

Time your sends well

The timing of your campaigns can also factor into your customers’ waning interest. I see a lot of clients saying they need to get a campaign out at a specific time because they feel that’s the best time to get opens. But with a simple click we can see open trends throughout the day, hour to hour, and see that its not just about the time of day, but also the day of the week. Using our reporting tool to showcase this data can help you to segment sending to your most engaged users first and then creating specific segmentation to target users based on their open preferences.

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