Marketing has evolved into multiple types over the years. With the rise in the internet and social media platforms worldwide, social media marketing, influencer marketing, and content marketing have become the focal point of your attention as marketers. But, despite the emergence of these novel forms of marketing, email marketing continues to maintain its stature. Even today, email marketing generates $42 for every $1 spent, which is an enormous return on investment. Such a massive return on investment makes email marketing one of the most effective forms of marketing.
But, this doesn’t mean that all email marketing campaigns deliver fruitful results. Many times, email marketing campaigns don’t deliver the intended results. Why is that so? There are many different reasons why this might happen. This blog will discuss five reasons email marketing campaigns don’t deliver the desired results. With this knowledge, you can ensure that you don’t commit the same mistakes with your email marketing campaigns as most do. So, are you ready to undertake this enchanting journey? If yes, fasten your seatbelts, and let’s journey ahead.
Five reasons why email marketing campaigns are not successful
Lack of true personalization:
Today, every internet user wants personalization. If you don’t personalize things for your target audience, you lose customers. Seeing the true power of personalization and how much customers want it, every business organization is trying to incorporate personalization into everything, and emails are no exception. But, most marketers commit a mistake when they don’t engage in true email personalization. They feel that just putting their clients’ names on an email is personalization. But that’s not how it is. True email personalization is much beyond just putting someone’s name on the top of the email.
If you aspire to get the intended results from your email campaigns, you must engage in true email personalization. How to do that? The following are some effective tactics that can help you personalize emails so that your customers can’t help but respond to the call of action.
- Send personalized product recommendations:
Many times what marketers do is that they send the same product recommendations or introductory product emails to all the customers. The only difference is that every email has a different name and is addressed to that particular customer. Such emails don’t stimulate the customers to respond to the call of action as they aren’t inclined toward their interests. Hence, they are futile.
To reap the best results from your marketing campaigns, you should send personalized product recommendations to your customers. Know your customers, see what products they like and product features they need, and then target them by highlighting them in the email. Write your emails to feel as if you are directly interacting with the respective customers. This is the key to reaping the best results from your email marketing campaigns.
- Know your customers, use their traits to your advantage:
Every person exhibits some distinguishing traits. You can use the different traits of your customers to your advantage. For example, if you know a customer loves feeding stray animals, you should try to use this trait to your advantage. For instance, you can mention in the email that we know your love for animals, and now we are introducing this or that product that might help you extend better services to your pet friends. We would love you to try it out. By using such things, you make your customers feel valued. You tell them that the respective email was specially written for them. This prompts them to respond to the call of action, which is your true purpose, right?
So, you should know your customers and use their traits to your advantage. Further, the key to knowing your customers is to collect customer data. Do your best to know your customers. You’ll have to devote a lot of time to this endeavor, but you’ll reap results manifolds if you do devote your time to it.
- Curate personalized offers for your customers:
Customers are no longer interested in generic things. This is something that should be very clear to us. Hence, we must show as if everything revolves around them. Therefore, it would be best to dedicate your efforts to curating personalized offers for your customers. For example, suppose a particular family likes an ice cream brand. You can create offers that either give them their favorite ice creams free for shopping above some particular amount or a discount on their favorite ice cream if they shop above a particular amount. This way, you can not only stimulate your customers to make repeat purchases from you, but you can also show them your excellence in personalization, which will make them stick with you in the long run.
- Refer to their family members if they are your customers too:
Have some customers belonging to the same family? Then, you have another immense opportunity for email personalization available to you. You can relate your emails to the family members of your customers if those family members are your customers too. For example, if there are two brothers and the elder one loves buying perfumes from you, the younger one loves buying chocolates.
Then, you can send emails promoting new perfume varieties to the elder sibling and add free chocolates to your offer. Driven by emotions and thoughts about how this offer is best for him and his brother, the elder sibling will be highly likely to make the respective purchases from you. This is just one example of using personalization concerning family members. But, you are free to think of different ideas along similar lines that can help you reach a new level of email personalization.
Lack of awareness about the best time to send emails:
Did you know that the time you send emails to different customers significantly impacts your email marketing ROI? Yes, it does! No doubt, there is no fixed right time to send emails, but there is the best time to send emails to some particular customer groups. Research shows that some customers are more likely to check their email inboxes during certain specific hours of the day. For example, some people prefer to check their emails first thing in the morning, while others prefer to do the same before bedtime. If you know the best time to send emails to your customers, you can ensure that you land among the top emails in their inboxes and get their attention easily.
The question that arises here is how can you know who checks his email when? The answer lies in customer data. First, you should collect customer data to understand your customers’ preferences. You can easily collect customer data through surveys, questionnaires, and feedback forms. No doubt, collecting customer data and analyzing it requires some time, but nothing comes easy in life. Nevertheless, if you want to gain a competitive advantage over your customers, you’ll have to do it.
Moreover, today, you can use different technological tools for this purpose. Google Analytics, Kissmetrics, and Woopra are some examples. You should upgrade your workspace technology to make collecting and analyzing customer data easier for you.
Unclear Call to Action:
What is the purpose of an email marketing campaign? It is obvious to drive your customers to respond to the call to action. Isn’t it? But, if your call to action is unclear, what do you think will happen? Your customers will end up being confused after reading your email. They won’t know what exactly the email was intended for. An unclear call to action is another big reason some email marketing campaigns fail. Hence, you must ensure that your email highlights the call to action no matter what. When your customers finish reading your email, they should be prompted to take the desired action. Your email should be captivating to them, and the call to action should also be clear.
If you want them to make some purchases from your website, it should be very clear, and there should be things that inspire them to do what you intend them to do. If you want them to become a part of your loyalty program, your intention should be very clear to them, and they should also be clear on what they’ll get out of it. This is the key to determining the maximum ROI on your email marketing campaigns. Even if you use some email marketing tools, you should double-check if the call to action is crystal clear or not.
All of us are smart individuals. Don’t you think so? We all are smart in multiple respects. But, when it comes to your customers, they are also smart people like us. Given that, when you try to flatter them or send extremely salesy content, they can see your selfish interests behind it.
Consequently, they turn away from you. Unfortunately, only a small percentage of people cannot recognize such things and thus, fall into the trap. Most people run away from you when they see you trying to fulfill your selfish interests through flattering.
Salesy content is a big no when it comes to email marketing. Undoubtedly, email marketing is to drive sales, but it is best to try indirectly fulfilling your purpose. Should your customers feel that you are only concerned about your selfish interests at no point? It should look the other way around. It should seem as though you are thinking about the best of their interests while pursuing your business endeavors. This requires proper strategic planning when creating and implementing your email campaigns. Moreover, you should also place yourself in your customers’ shoes and see whether you’d like the respective type of email that you want to send to them. These things will prevent you from sending sales emails to your customers.
Lack of consistency:
You should always ask yourself if you lack consistency in email marketing? If the answer is yes, you have a huge thing to work on. Your emails are a way for you to keep the relationships with your customers alive. If you send emails consistently, you water your relationships with them. Whereas, if you don’t, you are not nurturing your relationships with your customers. With that, you are allowing your competitors to woo your customers.
Hence, inconsistency isn’t advisable. You can’t send multiple emails within a week and then forget your customers completely for a month. No! You shouldn’t do that! If you do, your customers will be highly unlikely to check your emails when you re-enter their inboxes. Be consistent with your email marketing campaigns if you don’t want that to happen. Don’t let your customers forget you. Try to stay in their minds forever.
Despite the emergence of new forms of marketing, such as content marketing, social media marketing, and influencer marketing, email marketing continues to be one of the most effective forms of marketing. Given that, it should be an integral part of your marketing strategy. But, to derive the best results from your email marketing campaigns, you must keep in mind the reasons mentioned above why some email marketing campaigns don’t produce the intended results. If you remember these points, you won’t commit the same email marketing mistakes that many do and make your campaigns ineffective. Instead, you’ll flourish, and your email marketing campaigns will hit the right goals you intend to accomplish—now, wishing you All the Best and immense success in your endeavors.
“Doing what you love is the cornerstone of having abundance in your life.” Wayne Dyer’s thoughts are well suited to Kiara Miller. She has been working as a content marketing professional at ‘The Speakingnerd.’ Her passion for writing is also visible in the innovative joys of material she provides to her readers.