In a world of flooded inboxes, it can be difficult to be seen. But by no means is it impossible. If you’re struggling with low open and click-through rates, here are a few reasons that might be to blame.
They Aren’t Receiving Them
An email marketer’s worst nightmare: you’re landing in the recipient’s spam or junk folder. Minimize your risk of being flagged as spam by white labeling, or tying your email domain back to your CRM account. This does require access to make DNS changes on your domain, but authenticating your emails should help them land right where you want them: the inbox.
If you are sending an attachment with your email, many email systems will either remove the attachment or send the entire email to the spam folder because of security concerns.
Poor Subject Line
A good subject line is pivotal. It needs to grab your audience’s attention and make them want more. However, you also want to make sure it isn’t misleading. Choose a short phrase, description, or question that is related to your email’s main message. Plus, stay away from using trigger words, excessive punctuation, or non-standard characters that might make your email appear to be spammy, like “FREE,” “Apply Now,” “Win,” and “HURRY!!!”
No Strategy or Marketing Automation
When you start an email campaign you may not know the interest of each recipient. Your first email to a list is like a first impression when you meet someone. Make sure that your initial email has a few very clear option links. You can use that information to automatically move recipients into segments.
Segmenting your email list is extremely important. For the majority of businesses, not every contact is interested in the exact same product or service. That being said, sending out a one-size-fits-all email can mean you are missing the mark for the majority of your potential customers. Create compelling content for each segment, and you’ll find that they are more intrigued to read what you have to say.
I personally have unsubscribed from emails for the mere reason that they were poorly designed. Every time I opened an email from this company, I was greeted with an odd mix of neon colors, low quality photos, and unorganized information. I didn’t want my eyes to be subjected to such torture, and removed myself from their email list. Chances are that your emails are not as bad as the one I described, but people are much more likely to remove themselves from receiving poor quality, unorganized emails than tidy, visually appealing, simple emails.
You Send Them at the Wrong Time
Have you noticed that you’ll check your email and have no new messages, but just half an hour later you check again and have six new marketing emails vying for your attention?
Think about your target audience, and what their day looks like. Are they busy CEOs who can only catch up on emails early in the morning, or late at night? Are they moms or dads that only have time to access the internet when the kiddos take a nap? Choose a time that makes sense for when they’d be likely to be focusing on their emails, or run the risk of being a part of the “mass deleting” spree.
Don’t have time to focus on everything we’ve listed here? Leave it to us. We’d be happy to help create, send, and track emails for your company. Let’s talk!