Email marketing has long been one of the most effective ways to reach audiences, but there are now more obstacles to overcome. With more email users utilizing automated spam filters and Gmail emails getting sent divided into “primary” and other folders, the deliverability of marketing emails has dropped drastically.
Does this mean that email marketing is losing its edge as the most effective marketing strategy?
No! But if your email campaigns aren’t yielding the best results, take a look at these common reasons:
Not knowing your audience
Being unable to identify your potential target audience is a potential for disaster. Effective email communications involve clearly defining who target customers are, their needs, preferences, demographics and potential psychographic characteristics.
By defining your targets, you can start to get into the minds (and desires) of your potential customers. In this way, you’re much more likely to appeal to them with corresponding messaging.
Unappealing subject lines
Everyone is flooded with potentially hundreds of emails each day, and the first thing someone sees in their inbox is the subject line.
Without a compelling subject line, there is no desire to read the email and it will get deleted.
In order to capture someone\s attention, a subject line should create intrigue in addition to being personalized, brief, relevant, and catchy. It should also be consistent with the content found inside the email. If you really want to nail this, check out Hubspot’s tips on good subject lines.
You’re not making emails about them
Personalization is key. Email subject lines and the content should be about potential readers/buyers/clients and their needs, not about you.
Readers don’t care about your 5-year anniversary, or about the new upgrades you finished (at least, not unless you share why they should). If someone is opening an email, they’re doing it because there’s something in it for them. So make sure your subject lines and body copy are all about the reader and their pet, not about your practice.
Moreover, make a point of writing your emails in a personal and relatable manner. Better yet, send out emails with that person’s name directly in the copy (if your email software can customize this).
Poorly designed emails
The best emails are mobile-friendly, with clean, simple visuals allowing important messages to stand out.
The use of the logo, colors, pictures, call to action buttons and other elements should be consistent with messaging, branding and intended results.
Putting this all together will help improve email communications and ensure that readers are getting valuable information.
After reading this article, you may have identified some areas of your own email marketing strategy that need a little bit more work.
Not sure where to start? Little Bird Communications can help.
