Email marketing has long been one of the most effective means of generating leads, engaging with prospects and distributing content. So why do so many campaigns fall short?
Poor Subject Lines
Email subject lines should be short, personalized and include actionable language that entices the recipient to open it. Assuming your email makes it through to your target’s inbox without being caught in a spam filter, your subject line will likely determine your open rates.
No Personalization
Personalization goes far beyond including a prospect’s name and company name. Tailoring your message to speak directly to a potential client and their specific pain points will make your messages more engaging.
No Segmentation
Segmenting your lists to fit certain verticals or buyer personas will allow you to send more targeted content, which will result in better open and click rates as the information will be relevant to all those receiving it.
List Decay
Marketing Sherpas research shows that B2B data decays at a rate of 2.1% per month. This is an annualized rate of 22.5%. This means over a fifth of your database is useless within a year. Failure to update your data can result in deliverability issues as well as wasted efforts.
Poor Design
Much like a blog post, images, whitespace and calls to action will greatly impact the success of your email campaigns. High quality relevant images along with a stellar template will make your content easily digestible and more likely to be clicked on.
No Mobile Optimization
Mobile email will account for 22 to 77% of email opens, depending on your target audience, product and email type. With as many as ¾ of your audience reading email on mobile devices, you had better make sure you’re optimizing them for mobile.
Email marketing has endured as one of the most effective ways to reach your audience. The issue is that nearly everyone realizes this, which can make for crowded inboxes. An increased focus on optimization and personalization will help give new life to your email marketing campaigns.
