Easy to use and inexpensive, emailing is an excellent communication tool which, when used well, allows you to make itself known, to quickly transform prospects into customers, to establish a lasting relationship with them and significantly increase sales. If you use emailing without withdrawing this kind of advantages and your campaign does not seem to take, it may be for one or more of the following five reasons.
1# Your shipping frequency is poorly adjusted
If you send too many emails, your subscribers may feel overwhelmed, submerged. They will therefore quickly end up opening them, or even by unsubscribing in order to no longer be disturbed, or to identify you as spam.
The opposite situation, however, is also problematic. Indeed, people have subscribed because they wish to receive from you. If you only send them one email once in a while, without regular and strategy, they are no longer interested in being registered. It is therefore necessary to arrive, depending on your audience and your content, to find the happy medium with an appropriate shipping frequency. The ideal average is sending approximately every two weeks.
2# Your emails lack personalization
Between an email that is aimed at you and another that is for everyone, which do you want to open the most? Personalization is the key, even more in our time. A general and totally impersonal shipment will often pass for cold, remote, no empathic and not sympathetic. Results? People will be much less inclined to open the message in question.
Use the information you have on your subscribers. If they have completed a registration form, you have at least their name and first name, this is the minimum to place in your email. This makes it possible to give the impression to the readers that you interact directly with them. This is one of the main keys for a good opening rate.
3# You have not segmented your audience
You have poorly targeted your audience and the content is not suitable. For example, send a promotion on a meat purchase to vegetarian people may make a very bad impression. A poorly segmented list is likely to end up with a failure.
To create relevant and impactful content, you should not only know who your subscribers are (demographic, geographic criteria, purchasing behavior, etc.), but also what are their needs at the time of sending. It’s essential for personalization. To do this, create personas precise and detailed in order to be able to train clear and identifiable groups. In this way, you will know which contacts you can send your email, those who will be the most likely to be interested.
Also remember to update your lists regularly, because people are evolving, just like their needs. Another possibility: you can first ask your subscribers the kind of information they prefer to receive. This will allow you to better understand them and make them feel more confident.
4# Some of your subscribers do not have confidence
If you send emails with a generic or “unanswered” address, the recipients will tend to be wary. For the first situation, send emails with a clear and immediately identifiable address. For example, you can put a person’s name. Do not hesitate to place links to your various social media in the email to show that you benefit from a real online presence and that you are not a dark organization seeking to scam them. Finally, do not forget to leave your subscribers the opportunity to unsubscribe.
5# Your email object does not make you want
The object is, with the name of the sender, the first thing you see your subscribers When they open their reception box. Based, if this line does not inspire them, that it is boring or suspect for example, most will not look any further and will directly remove the message without reading it, or will place it in unwanted. The object line and the pre-header are your strength. Make it create an eye-catching email object (length, words, tone, etc.) that makes the recipient want, which encourages him to open it. Use the A/B Testing to see which object line works best.
Creating an effective email campaign at the first time is not an easy task. This requires time, perseverance, an excellent knowledge of its audience and many tests upstream. However, if you apply good basic practices and avoid these main errors, you should get excellent results, especially in terms of clicks and sales.