Ensure your email marketing campaigns are effective by setting SMART goals and tracking key metrics. This will help you identify and address gaps in your strategy.
Use message previews to pique subscribers’ curiosity and increase opens. Also, consider using tasteful personalization to bolster relevancy and engagement.
Double-check your emails for syntax errors. These are similar to typos in regular writing and can prevent an email from displaying correctly, says the expert staff at emailsnest.com.
1. You’re not targeting the right people.
Email is a great way to engage your customers, but it’s important to keep in mind that not every type of email will work for everyone. This is especially true when it comes to email marketing, as it’s vital that your emails are relevant and targeted to your audience in order to generate the highest possible ROI.
To ensure your emails are targeted to the right people, you need to segment your lists and buyer personas. You can do this by using a variety of different criteria, including location, customer journey stage, and demographics. By segmenting your email list, you can ensure that each recipient is receiving content that is relevant and valuable to them. This will make your emails more likely to perform well, and it will also help to avoid unsubscribes and list churn.
Additionally, you need to ensure that your emails are relevant and timely. This can be done by using a variety of different tactics, such as offering a time-limited promotion or creating a recurring email series that provides helpful tips or advice. In addition, you can use video to boost engagement and deliver your message in a more compelling way.
Finally, you need to ensure that your emails are optimized for mobile. This can be done by making sure that your email is properly formatted and that all of the images are optimized for mobile viewing. It is also a good idea to avoid using any text emojis, or exclamation marks, as they can be difficult to read on mobile devices.
In addition, you should also remove any recipients from your email list who haven’t opened or engaged with your emails in a while. This will prevent them from being marked as spam and will allow you to focus on your most engaged contacts.
2. You’re not sending the right emails.
Emails are the most important marketing channel for ecommerce businesses. They can help you increase your revenue and build a loyal customer base. However, they can only deliver on their promise if you have the right strategy and tactics in place. In this post, we’ll show you how to optimize your email program so that it delivers the growth figures your business deserves.
A common cause of poor email performance is sending emails that aren’t relevant to your audience. For example, if you’re sending too many emails about your sales or discounts, it might be time to revamp your strategy and focus on providing value to your subscribers.
Another common issue is missing or broken calls-to-action. If your email’s sole purpose is to get your subscriber to take action, then it’s essential that you make this clear and prominent in your email.
Finally, email code errors can have a significant impact on the overall quality of your email. It’s important to use a validation tool like Litmus Email Testing before you send an email to ensure that there aren’t any syntax errors that could negatively affect how your email renders across different devices.
Another issue is using shortened URLs in your email. This is a common tactic used by spammers and can lead to your email being blocked or marked as junk. Avoid using shortened links and instead link to full versions of the website you’re trying to promote. This will help your subscribers stay safe online and improve your email deliverability.
3. You’re not using the right technology.
Using email templates can help streamline the process of creating emails. But not all template formats are created equal. Some have limitations that can impact the quality of your campaigns.
For example, if your email isn’t responsive to different screen sizes, it won’t display correctly on mobile devices. This can frustrate recipients and cause them to unsubscribe from your list.
Another issue is poor coding practices. For example, if your email code is too complicated, it can cause rendering problems on different email clients. This can result in broken images, missing links, and even missing text. Ensure that your email designers and front end developers are using proper coding techniques to avoid these issues.
Finally, your emails need to be compatible with a variety of different devices and apps. To do this, it’s important to have a clear QA process in place. This should include a series of test scenarios to identify any issues with the email layout, content, or functionality.
One of the biggest reasons for failed email marketing campaigns is a lack of a clear call-to-action. It’s essential that the CTA is prominently displayed in the email and easy to find. If it’s unclear or absent, your subscribers won’t take action.
The best way to increase the effectiveness of your email campaigns is through consistent A/B testing. A/B testing is a technique that isolates one aspect of an email (like the subject line, call-to-action, or design) and compares two versions to determine which performs better. By doing this consistently, you can improve your RPE and generate more sales. Mike is an email expert who helps ecommerce brands like Moosejaw, Hydroflask, Peak Design, Hearst, and Triumph increase their customer lifetime value through effective email marketing.
4. You’re not testing.
Email is a powerful marketing tool for your brand. It can generate leads, build brand awareness and increase revenue. However, it’s crucial that you are constantly testing your emails to ensure that they continue to deliver the results that you want. Here are a few things you should be testing in your emails:
Subject lines: The subject line is the first thing that a subscriber sees and it has a big impact on whether or not they open an email. Test out different subject lines by comparing them to each other to see which one performs better. Try different words, phrases and emojis. Subject lines that are clear (“Our special offer for you”) tend to perform better than subject lines that are more mysterious or confusing.
Content: This includes the copy in the body of the email, images that are optimized for all devices and eye-catching, and CTA buttons that are prominently displayed and relevant. In addition, consider experimenting with personalization (e.g., a personalized image in the email) to drive engagement. If your email contains a video, consider testing the use of a still image with a play button overlay to entice subscribers to click the link and watch the video on your website.
Links: Testing your emails’ links is another important way to improve email performance. Try testing different versions of your email with and without a link. Then, compare the click-through rates of each version to see which one is more effective.
Lastly, don’t forget to test your email’s underlying code for syntax errors that might be preventing the email from functioning properly. Tools like Litmus can quickly identify email code errors and help you fix them.
5. You’re not measuring.
Emails can have a huge impact on your brand’s image and reputation. If they aren’t performing as intended, it can lead to a bad first impression and make customers feel like they have been let down. Fortunately, there are ways to identify and fix email problems, so your campaigns can remain strong and on track.
A broken email is a hyperlink or other element within an email that doesn’t function as intended. This can include 404 error pages or images that won’t load, and it can be caused by a variety of things. Common causes of broken links include typos, content relocation or third-party link changes.
To fix this issue, it’s important to define what success looks like for your campaign. This will help you to focus on the metrics that matter most and ensure that your campaigns are always working towards a clear goal. Start by setting a SMART (Specific, Measurable, Attainable, Realistic, Time-Sensitive) goal and identifying the KPIs that you will use to measure success. Once you have set a clear goal, you can then begin to experiment with different metrics to see what works best for your audience and campaign.
It’s also important to make sure that your emails are following email deliverability best practices. This will help to keep your emails in the inbox and out of the spam folder. This includes maintaining adequate padding around your links, keeping the number of images in an email to a reasonable amount, and using tools to preview and test your emails on various devices. These simple steps can help to prevent broken emails from frustrating your recipients and hurting your brand’s reputation.
