Why Email Marketing Fails

Why Email Marketing Fails

We’ve said it before and we’ll say it again: email marketing is very effective when executed strategically. There are tons of tips and tools that are available to help people utilize this form of communication in the most effective way possible. Email marketing is extremely powerful as it has the means to reach a large amount of people in an instant. But just like anything that’s powerful, when not used properly, there is the potential to do more harm than good. When it comes to marketing and communicating with both existing and potential customers, you must be strategic. When email marketing is done without thought and preparation, it has the potential to weaken a company’s credibility. You don’t want this to happen to your business. Below is our list of common reasons why email marketing fails.
Your Email Marketing Might Be Failing IF…
-You don’t target the right people – It’s not effective to try and send emails to every single person out there. Naturally, not everyone is going to be interested in your product or service. Do the research and identify your target market so you don’t waste your time trying to contact people that will likely never become a customer.  Data can give you a lot of valuable info before you ever send a single email!

-You don’t segment emails – Once you have narrowed down the list of people you want to connect with and have identified your target market, you should still take it one step further and segment people into smaller groups. Not every single person within your target marketing is interested in your business for the same reason. Let’s say you offer 50 services – it might be wise to segment your emails based on the services each group is interested in. The more specific you get, the better chance you will reach the customer.

-You send too many emails – Most people don’t want to get multiple emails a day from the same business. In fact, most people don’t even want to get multiple emails a week from the same business. It’s important to stay consistent with your sending, but don’t overdo it. This can cause people to unsubscribe from your list or put you in the junk folder.

-You send emails at poor times – When it comes to open rate, there are studies that prove sending emails at certain times can be ineffective. Typically, you don’t want to send emails during times where people are distracted because the longer an email goes without being open, the higher the chance it’ll be forgotten.

-You don’t personalize the emails – People like to feel special. If you sent the same birthday card to each of your friends, would they feel special? Probably not. So why would you send the same email to every person on your list? Try to find ways to mix it up and cater to different people. It’s also very helpful to use first names in emails. This is much more personalized.

So there you have it. Email marketing is a great tool but it should be used wisely. Take your time, develop a strategy and then execute.