This is why your email marketing is underperforming

Your content isn’t interesting

So you’ve come to a realisation that your content isn’t radiating the magnetic charm you feel it deserves. In the world of email marketing, the main goal isn’t just to land in a recipients inbox but also to entice them to open and engage with the content of the email. To achieve this, your email must have a meaning and offer value to the recipient.

The starting point to getting the attention of your recipients is of course the subject line which is usually the first deciding factor if your recipients will even look at the rest of your email. Unfortunately, the importance of this initial impression is often overlooked, leaving your emails without a great subject line needed to spark your recipients interest. That’s why it’s important to not underestimate the power of a meticulously crafted subject line. Give your subject lines some extra love and care and use them to inspire curiosity in the reader. Your subject line should be a guiding light that makes the recipients want to open the email and discover the content within.

But the journey doesn’t stop with a great subject line. It’s just as important to complement your subject line with a great preview text, the small sneak peek that you see of an email in your inbox. This preview is your second chance to make a lasting impression with the recipient, providing a glimpse into the content thats within the email.

So, breathe life into your content! Take the time to create your subject line and crafting a great preview text that makes the recipient want to open your email. Don’t let your email marketing be plain and boring. Instead, create value for the recipient and transform your content into a great experience that leaves a lasting impression on the reader from the very first glance.

Your email need a personal touch

A common pitfall for many companies when it comes to email marketing is to resort to generic, one-size-fits-all emails that lack a personal touch, regardless of the recipient. Unfortunately, this kind of approach rarely ends up with the desired result. Extensive research has demonstrated that having a more personalised approach to email marketing is a critical factor in the success of email campaigns. Recipients aren’t interested in receiving mass mailings that lack relevance to their individual preferences. Instead, they crave a more intimate and personal connection with brands competing for their attention.

The key lies in consistently evaluating and enhancing the personalisation of your email campaigns, making sure that each email speaks directly to the recipient. While employing a warmer, more personal tone can be effective, it often requires additional strategies such as segmentation and other tailored techniques to capture the attention and engagement of your readers.

In a world filled with generic emails, it’s essential to break through the noise and establish a more personal relationship with your audience. Elevate your email game by understanding that your recipients seek more than just information, they desire a personalised experience that resonates with their specific needs and interests. So, let’s move beyond the generic and embrace the power of personalisation in every email interaction. Using the power of CRM and segmentation, personalisation is just within reach.

Keep your emails short and impactful

You might be writing emails that resemble short novels, but here’s a reality check: recipients, on average, dedicate just about 10 seconds to read their emails. In this small timeframe, your crucial information should be instantly visible. The key is to avoid overwhelming the reader with a wall of text and instead focus on having great clarity in the email.

Create a small summary if you think you need to communicate any substantial information that might be too big for readers. A great idea is to linking the email to your website for a more in-depth text, which prevents the email from turning into a novel. Remember, the last thing you want is for your recipient to not bother reading whats important because it’s too long!

Make sure your CTAs (Call To Action) are crystal clear, guiding the reader seamlessly toward the next steps. Think of your email as a teaser for the real content on your website. By presenting a small tempting piece of content, you not only respect the recipient’s time but also encourage them to delve deeper into what you have to offer.

Don’t forget mobile

A study by Campaign Monitor found that 63% of all emails are opened from mobile devices. Campaign Monitor further drives the point home, emphasizing that emails failing to display correctly on mobile are often dismissed within three seconds by the reader. That’s why failing to adapt your content to mobile formats can be a major vulnerability of your email campaign.

In other words, if your content isn’t working on the recipient’s device, the email journey becomes an uphill battle. Navigating through an email that doesn’t work with the device can be exhausting, and it becomes far too tempting for the recipient to hit the ‘delete’ button, ending in a missed opportunity for engagement from your brand.

So what’s the solution? Using pre-made templates that can seamlessly transition the recipient from their desktop to mobile phones. A pre-made template will make sure your email looks as good on a smartphone as it does on a desktop. Unfortunately, no matter how relevant your content might be, if the email isn’t working on the recipients device, it risks being deleted in an instant.

In a world where our attention span is fleeting and mobile interactions are dominant, adapting your email format is not just a suggestion – it’s a necessity for successfully capturing and retaining your audience’s attention.

Unlock the secret to succesfull email marketing

As you can see, creating successful email marketing involves navigating a variety of factors. Having the right balance between the content you wish to send out and what your recipients want to read is at the heart of  all digital marketing. The key is to craft an email strategy that not only aligns with your objectives but also resonates with the desires and preferences of your audience.

That’s why it’s important to continuously improve your emails, and A/B testing is a great way of doing this. With A/B testing you can experimenting with different variations of your content, segmentation, and layouts, which allows you to figure out what gives you the best results. Consider every email as an opportunity to fine-tune your approach. By doing A/B tests on your emails, you gain valuable insight into what works best with your audience, whether it’s the tone of voice, the layout, or the segmentation strategy.

So, as you learn more about email marketing, remember that success isn’t a one-size-fits-all concept but a combination of content, strategy, and audience preferences. By embracing continual improvement using A/B-testing, you’ll set the stage for email marketing success.

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