Email marketing remains to be one of the core activities in the digital marketing sphere. However, as billions of people and businesses alike are going online, the number of emails circulating worldwide is also escalating at a very rapid rate. This makes emails easier to ignore, especially when their recipients deem them irrelevant or not interesting enough.
To help enhance your email-based marketing tactics, here are five main reasons users ignore marketing emails and how to avoid these pitfalls.
1. You’re sending spam.
In the broad sense of the word, “spam” refers to any unwanted content that ends up in your subscribers’ inbox. Some content managers may not immediately realize that, although they don’t intend to “spam” users, much of the content they send to their subscribers might end up being marked as spam.
How can digital marketers avoid this? The key here is to allow your subscribers to select the content that they want to receive. Next, you should stick to their preferences. Otherwise, they might end up hitting the “unsubscribe” button if you’re not too careful.
2. Your email is too long.
When 144.8 billion emails are being sent and received all over the world every single day, how can your mails brave the competition?
Remember that an average user receives approximately 125 emails a day (according to Radicati Group’s research) and they may not have the luxury of time to read or even browse through long ones. Thus, you must craft brief, straight-to-the-point emails that can capture your message using the fewest possible words.
3. Your email is too generic.
Nobody likes boring, non-personalized emails that look as though they’re generated merely using a template. Keep in mind that your target audience consists of people whose interests are piqued by unique and engaging ideas. You can also add personalized touches to your emails by bringing out your brand’s personality using relevant and enticing visuals or sending out thank-you mails after a user subscribes to your content. Using the subscriber’s name within the email is also a good email marketing strategy, as this would make recipients feel as though the email is especially written for them.
4. You missed segmentation.
Market segmentation is all about relevance. Most content management systems (CMS) are capable of segmenting a database according to user demographics, purchase locations, products purchased, or other points of reference. You can maximize the use of your CMS platform by creating and delivering information specifically relevant to and useful for your subscribers.
5. Your emails subject line missed the point.
Perhaps one of the most crucial parts of your email is the subject line. It’s a preview of the email’s core content, and thus, most users decide whether an email is important and worth reading. For example, instead of using “Click to get your free e-book” in an email’s subject line, you may opt to say instead, “This day is amazing, and so is this free e-book!” to entice users to read your email.
Email marketing, if done correctly and efficiently, promises much potential for your business’ growth. Keeping in mind these best practices to avoid can help enhance your email-geared marketing strategies, strengthen customer relationships, and establish a loyal market.