Email Marketing is known to grant amazing returns and most businesses still cannot ignore this advertising tool. It surpassed SEO in 2016 from the point of view of ROI and profitability, and 75% of businesses reported getting a wonderful return on investment from their efforts in email marketing. Despite this, it is regarded as one of the underrated methods of advertising. Find out about the reasons for the same.
Dismissal as a spam technique
This happens when emails are sent in large numbers and too frequently, not adding a lot of value to the lives of target audiences. Other than this, some users are lazy enough not to subscribe to emails. Thus, they go on deleting important marketing emails and avoid passive purchases from companies. It is important to aim for enough subscriber activity and get clear feedback to make sure that it does not happen.
It is another common problem. Even when compelling content is created, emails might not be sent. You can tackle this issue by not sending any unnecessary emails. In case you wish to avoid the issues of undelivered emails and wasting your budget on them, regularly verify every email address that is there in your database. Get rid of all emails that are unresponsive and outdated.
Burning out email list
It is regular for customers to unsubscribe from email list. However, you can learn from the action by tracking the percentage of unsubscribers. You may even ask them why they opted out? It give you a chance to try to change their minds before they make their subscription cancellation final. Most importantly their valuable feedback, which can let you improve your emails and decrease the numbers of unsubscribers.
Breaking the law
There are stringent laws across the globe with respect to spammers, and improper email marketing is often seen as breaking the law. This dampens the success of email marketing. You should have proper knowledge about the spam rules and regulations in various nations you are marketing in and take all possible steps to ensure that you do not break them.
In the UK the General Data Protection Regulation (GDPR), the European Union’s new privacy law, come into effect on 25th May 25.
The Information Commissioner’s Office of the UK (ICO) has provided a comprehensive guide on consent under GDPR.
If you have clients internationaly check out that country Spam Act and avoid your email marketing techniques from being seen as illegal.
Many marketers attempt to sell their services and products to customers at all times. However, this often frustrates the audience and makes them disengage or unsubscribe from email lists. Many marketers achieve better success for client businesses when they send useful emails that can add value to the lives of customers by solving a problem or inquisitiveness for them. The emails can be about helpful topics such as “How to get higher Google rankings for your website” or “5-minute healthy recipes to try before leaving for office”.
Lack of relevance
The content of emails often seems to lose its relevance for the target audiences. Marketers ensure that it does not occur by spacing out emails, keeping an ear to the ground and providing customers with information that they actually want. The better the database is segmented, the better relevant messages can be customized for audiences. Lastly don’t send too many emails aim for once a week or twice a month depending on your business size.