In this lesson I want to talk about three common email marketing problems that you may experience and I want to give you simple tips on how to overcome them.
Number 1: Low Deliverability
The first problem is low deliverability of your emails.
After you send your campaigns you may notice that your emails are not effective and get no results. There are 3 potential symptoms of non-effective emails.
It may be worthwhile to check your bounce rates, unsubscribe rates and your spam complaints.
- A bounce rate occurs when your email isn’t delivered to the person’s inbox, and is rejected by the mail server. This could be happening simply because the email doesn’t exist.
- A high unsubscribe rate or high SPAM rate is present when an email gets delivered but when the person sees your message, gets annoyed by it, and unsubscribes or marks your email as SPAM.
If all 3 indicators are present then you must find the source of your problem to ensure a higher deliverability in your future campaigns.
My first question is:
How are you acquiring your email leads?
A good piece of advice is to never buy an existing list. It’s happened before that if you buy an existing list you don’t know how that person got the subscribers. And when you send your offer to this list, people may get annoyed because they will not identify you. As they never signed up to your offer.
This is a common beginner mistake. They think it’s a fast track to success but leads to high bounce rates, unsubscribes and SPAM complaints. For that reason, I recommend you start building a list from scratch.
Another reason why you may be getting spam complaints or unsubscribe is because you don’t have a powerful welcome series. The purpose of a welcome series is to introduce you to your new subscriber and to add value to them.
If you completely avoid having any type of welcome emails, then when you send your email campaign a subscriber may forget who you are, forget when they signed up to your offer, and view your email as SPAM. That’s why it is important to build your reputation through welcome emails.
And lastly, I would like to mention that there is a possibility you may be emailing too often.
What do I mean by too often? Two or three times per day. I have signed up to a couple of lists before, and I was receiving 3 to 4 emails per day. It was just too much. I would get so annoyed that I would first mark the email as spam, then unsubscribe.
Number 2: Low Open Rates
The next email marketing problem is low “open rates”. When you start sending your email campaigns, it’s highly likely that you will not have the optimal results from the start. You may experience lower open rates but the solution is dependent on two elements.
Firstly, you need to optimize your subject line.
If your subject line is wrong, people will ignore your emails. You have to make your subject line stand out and the best types of subject lines are short and offer a benefit to the subscriber.
You need to test different subject lines to see what works best in your list. The best way to test is to run A/B split test campaigns using 2 or more subject lines.
Secondly, when a person sees your email they see your subject line and a snippet of the pre-header text.
This is the text that appears next to the subject line. This space is an opportunity for you to optimize your email open rates.
A common mistake people make is they overlook this step and start their emails. So the pre-header text may be something like: Hi Joe here, how are you…
That is wasted space because this type of message doesn’t communicate any benefit to the user. And it doesnt stand out in the inbox. The solution is to treat the pre-header text as an extension to your subject line. Try to communicate a benefit in this space.
Number 3: Low Email Click rate
The last problem that I want to discuss is a low email click rate. The problem is that people are opening your emails but not clicking on your email links. There are two elements that impact on the click rate.
- Firstly, the email content. Your email may be too short, or too long, or it is focused on your product instead of being focused on the customer.
- Secondly, the call to action in your email. The call to action is the link you want your users to click.
You’ll have to analyze if your call to action is visible, and does the subscriber know what they will receive by clicking the call to action. I have seen emails before where the call to action is nonexistent or hard to find. The call to action should be obvious. If anyone opens your email they should instantly know the action you want them to take.
I would like to make it clear that it doesn’t matter whether you’re using a text based emails with a text link or image based emails with button style links. The same principles apply here. In some industries text only emails work best, in others you need more visual elements in your emails. You will need to test these and optimize your emails for your niche.
If you would like to learn more about email marketing, I’ve created a course that teaches you how to set up your own email campaigns and how to optimize them for best results.
I am offering this course for free for a limited time.
Good luck in your email campaigns