Email Marketing – 6 Reasons Why Your Subscribers May Not Be Responding
Email marketing is still the best possible medium through which to reach consumers – and one of its best features is that it allows marketers to track the results of each and every action within the campaign. With the help of email marketing metrics such as open and click through rates, brands are able to determine the success rate of any given campaign which in turn gives them a glimpse of any possible stumbling blocks. If your brand's metrics is notifying your brand that your subscribers are not responding in some way – whether by opening, taking some form of action or converting – it becomes necessary to consider some of the possibilities as to why this may be happening.
They are not receiving your emails
This seems like a strange and obvious point to make, but it is an essential one: if people are not receiving your emails in the first place there's no way they can respond. Check out any possible factors that may be influencing your deliverability and make the necessary adjustments. Things you may want to check out: separate metrics per domain name as well as your sender score or reputation – you may have been accidentally blacklisted.
They're not sure if they know you
People who receive emails from an unknown source are more likely to hit 'delete' than to actually open it to see who it's from. In the digital age of scams and spam, people are keeping their inboxes and their privacy much more fiercely. Have a look at the 'from' field and make sure that it is entirely clear that the subscriber will see that an email is from your brand not 'INFO' or 'Do not reply' or similar.
They do not see the point
A subject line that is not enticing or clear about what the subscriber can expect to find if they click on your email is not going to be effective. Be clear, bold and confident while also adding a bit of creativity. Tell people exactly why they should open your email and what you are offering them.
They're not sure what action to take
So you've gotten them as far as opening your email, but now what? An alarming number of brands forget that while email marketing can look and sound great it needs to work towards a specific goal such as gaining more subscribers or increasing sales. This is where a strong, clear Call to Action (CTA) comes into play. Do not leave subscribers guessing – tell them in no uncertain terms and use action verbs.
The landing page is not user friendly
Once people click through on the call to action the marketing funnel speeds up and things become heated as consumers move towards the sale. This is why it is extremely important to ensure that there are absolutely no issues at this critical stage – after all you've worked very hard to get your subscribers to this point it – do not lose them now. Landing pages should be easy to understand, user-friendly and as short as possible.
The email is not relevant
This is the main reason why email campaigns fail. Data is the core of any email marketing campaign's success – by using the information gained by looking at your profiled consumer database you should do your best to match email messages with the right audience. No subscriber will be clicking through on an email that has no relevance to them no matter how great the offer, pretty the design or well-written the copy.