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EMAIL MARKETING

Why No One Is Opening Your Emails

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Building a large email list is an important part of email marketing, but it’s only the first step — you need your subscribers to open and read your emails too. Are you crafting great emails, but having trouble getting your subscribers to open them? The good news is that you can re-engage your subscribers by following a few simple steps. 

According to Adobe, the average office worker spends five hours a day opening emails. In order to capitalize on this, it’s important to make sure your followers trust the value your emails will provide. Study your consumer demographics and target your list with content that appeals to them. 

Let’s cover some of the indicators as to why people may not be opening your emails.

Apple’s iOS 15 Update

The iOS 15 update puts privacy controls front and center for Apple and Apple Mail users. One of the major features that iOS 15 provides is that it allows users to mask their IP address so that marketers cannot access whether or not their opening emails (and where they’re opening emails from). Granted, users have to opt in to these features and be an Apple and Apple Mail user, but that doesn’t mean other email providers, like Gmail, may not offer something similar in the future. 

If this makes you unsure of how you’re going to track the success of your email marketing, make sure you look into other email KPIs you should be tracking

Low Click-Through Rate

If you’re noticing your click-through rate has taken a nose-dive, or is steadily declining, it could be because your emails aren’t getting as many opens as they once were. 

Think about it: if your emails aren’t getting opened, then they aren’t going to get any clicks, either. 

High Bounce Rate

Your bounce rate tells you out of all the emails you send, which never made it to the inbox. This issue typically has something to do with the email address you’re sending your emails to, but that doesn’t mean it still isn’t a problem. You don’t want to experience a high bounce rate because essentially, those are wasted emails that your subscribers never see. 

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Compromised Deliverability 

There are tons of issues that could affect your deliverability, and you’ll want to do what you can to avoid each one. If you let these issues go unnoticed for too long, you’ll not only stop getting your emails to the inbox but you could get blacklisted, which will label you as spam and make it harder for you to improve your deliverability over time. 

And we probably don’t have to say it, but if your deliverability is low, then your email open rate will be negatively affected as well.  

Experiencing a low open rate is very discouraging. But the good news is that you can combat it. All you need are some creative ways to convince your subscribers to open your emails.

Focus on Building an Engaged List

Take stock of who’s on your email list and how they got there. Are they interested in your products? Are they clicking on your educational links? Look at your data and study what’s working, then try to do more of that. If they subscribe to the products, send a follow-up email with a coupon code for a product they’re interested in to engage them. If they want to learn more about the services your business provides, why not send out a newsletter with helpful introductory links

Make sure that everyone on your list has opted into getting emails from your business, otherwise you may struggle with open rates. People don’t open emails from a brand they don’t know anything about, or even worse if they feel like they were duped into subscribing. In fact, if you live in the European Union, where GDPR was passed in 2018, you could face legal consequences for adding subscribers to your list without their consent.

If your email marketing tool provides analytics on subscribers who aren’t engaging with your emails, consider segmenting your list to filter out those subscribers from the ones who consistently open your emails. Run a special campaign to re-engage the subscribers you’re at risk of losing. If they still don’t interact with you, consider removing them from your list. Think quality, not quantity. 

Make Your Subject Lines Eye-catching

According to Adobe’s survey, office workers found only a quarter of emails from brands interesting enough to open. This is why it’s important to write email subject lines that are brief and catchy. Instead of saying “Check out our new sale,” keep it casual and specific with something like “25% off everything on your love list!” Try asking your subscribers a question in the subject line or enticing them with a deal or discount code that’s exclusive to the newsletter. 

To find out more about what interests your followers, run a couple of A/B tests to see which subject lines land best with your subscriber base. And remember to keep your subject line under 50 words, so it doesn’t get cut off and cause confusion. 

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Tap Into the Buyer’s Journey

Think about the process you go through when you get emails from brands. Do any of them stick out to you? Was there one that you were more willing to click to open versus another that you ignored immediately? Now take a look at your customer data to see what’s resonating with them. Does it align with your personal experience, and if so, how can you leverage that alignment to ensure that your emails are serving their needs? 

It’s important to keep an average profile, or buyer persona, of your subscriber — who are you trying to reach and why? What’s their background, and where are they based? Are they more likely to buy from an eCommerce site, or do they prefer to go into a retail store? Understanding these kinds of details will help you target your emails more effectively.

Personalize Your Emails

It’s no secret that people are more likely to open emails if you address them by their name. If your email marketing software has personalization capabilities, make the first name of individuals appear in the subject line of your email. “Lisa, get in on our weekend-only 15% discount!” is more effective than “Check out our new 15%-off promotion.” Create some urgency by setting a deadline for the promotion.

25% of Adobe’s respondents stated that the most annoying thing about getting emails from brands is that “Marketers’ data about me is wrong.” This points to the importance of making sure that when you reach out to consumers via a newsletter, you have the right data. You wouldn’t want to send out a special birthday promotion with either an expired code or the wrong birthdate on it. 

Marina Retziou from Moosend says, “Things like a catchy subject line and perfect timing can always do the work, but what you always need to keep in mind is your audience and their preferences. A catchy subject line for the gaming industry is not the same for finance or hospitality. There is no one-size-fits-all solution; a personalized message and a segmented list will always do the trick.”

Want to make sure your emails don’t go unopened? Create some urgency and grab your customers’ attention by writing catchy, fun subject lines. Keep tracking data on what subject lines perform best with your list; experiment and have fun! 

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EMAIL MARKETING

What Not to do in Email Marketing

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What Not to do in Email Marketing

Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.

With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.

Talk About Yourself

Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.

Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.

Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.

One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.

It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.

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Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.

Email Without a Purpose

While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.

Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.

Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.

Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.

Over Generalize

Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.

Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.

It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.

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Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.

Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.

Use Poor Subject Lines

Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.

As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.

A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.

However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.

However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.

Being Inconsistent

Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.

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The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.

That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.

You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.

A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.

Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.

Key Takeaways

You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.

Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.

By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.

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