5 Reasons Your Email Marketing Strategy Isn’t Working

POSTED: December 1, 2015 BY: CATEGORY:

Is your email marketing strategy missing the mark? If you aren’t quite hitting your goals with your email marketing, there could be a very simple reason why things aren’t quite living up to your expectations. Email marketing is a very effective strategy when it’s done the right way, and a few minor tweaks can have a powerful impact on your results.

Here are five reasons why your email marketing strategy might not be working.

  1. 1. You aren’t targeting the right market. You can send the most amazing emails, but if they aren’t going to the right people you won’t get you very far. Check that your recipients are in line with your target audience. If they aren’t, you might need to refine your list building process to make sure you are asking the right people to sign up to your list.
  2. 2. Your content is unappealing. If your content is boring, too pushy on the sales pitches or not relevant to your recipients they will stop opening your emails. Make sure your email content is compelling enough that your recipients will want to open your emails and that it is tailored to them and their needs rather than being all about you.
  3. 3. Your emails are poorly designed. If your emails don’t display properly on mobile, or if they’re hard to navigate they may not get opened. Even if they do get opened, your recipients may not be able to visit your website and convert. Email design is important when it comes to creating a great impression and encouraging your recipients to take the next step. Try giving your design a few tweaks and see if your results improve.
  4. 4. You aren’t sending people to a specific landing page. Where do people go when they click on the links in your email? If you are sending them to your homepage you could be missing out on a sale. Most people aren’t going to click around and look for information or products on your site so it makes sense to send them straight from your email to the relevant product page or a landing page containing the information they need.
  5. 5. You aren’t segmenting your list. Everyone has different wants and needs, even among your target customers. Sending the same email to everyone on your list means that your message is going to be irrelevant to a good portion of them. If you do it too often, they might start to feel that your emails aren’t relevant to them, which could in turn lead them to unsubscribe, or worse, mark your messages as spam.

If your email marketing isn’t getting great results, it doesn’t mean you have to give up. Check if any of these five factors are to blame. If so, a few simple changes could help you get better results from your email marketing for your business.

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#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.