When the pandemic began, many email marketers faced challenges, for obvious reasons. With so many people abandoning all essential needs shopping, many brands have had a hard time marketing their non-essential products.
Various surveys show that many email sellers have sent fewer emails than in the past, and that their open rates have dropped or stagnated.
Brands operating locally found an indirect solution: they started offering home deliveries immediately. Unfortunately, this strategy does not work for everyone, as it largely depends on the actual type of products a brand sells.
However, there are many ways to boost your email marketing campaigns and get your business back on track. Let’s consider some of the main reasons why your email marketing campaigns are not as efficient as they could be.
1. You do not set goals for your campaign
This is a common mistake for many email vendors, even at regular hours. The fact that the success of any brand depends largely on its ability to set its goals and align and implement priorities has been lost in translation.
Employees continue to be an integral part of this complex process, as their commitment must be aligned with goals.
Now, there are a number of strategies that can help you set business goals, and one of the most successful is the Key Aims and Outcomes (OKR) methodology.
Based on this methodology, goals are what you want your company to achieve. They should be generally aligned, with all departments working in unison.
The key results are the results that explain, in detail, how the company should achieve the objectives. For key results to be valid, they must be measurable, modest in number, and set deadlines.
It’s all nice and all, but you may be wondering how to set up OKRs. Well, for starters, OKRs should be the result of making strategic decisions and being supported by tangible initiatives that can quickly make a difference. It must be said that they should be prioritized, with the essentials being implemented first.
Simply start with setting realistic priority goals first and work your way up to smaller ones. The company’s efforts should focus on priorities and, once again, align them. OKRs generally need to be supported, with each team setting their own priorities and setting up a progress tracking system.
As already mentioned, OKRs must be measurable. In most cases, communication is the best method, as goal alignment is a complex process. Managers should talk to team members and provide training as needed.
2. You are not developing targeted content
Next, don’t forget about targeting. Un-targeted email campaigns do not achieve the desired results even in the best of cases, let alone in times of crisis.
You should get into the habit of using information to refine your campaigns. Identifying your target group is the logical first step that, contrary to popular belief, goes beyond demographics, location, and gender. You should also rely on information about visitors’ browsing and buying history and their feedback.
Bear in mind that asking customers for direct feedback is not, in most cases, considered too explicit or aggressive. Many people really want their views to be heard. Simply why should they go elsewhere to buy some products if they can complete all their purchases in one place?
In that context, targeting should cover a number of factors, including but not limited to identifying your target audience, their buying interests, favorite products, purchasing power, demographics, and any technical issues they may have face them (these may be spot-on, preventing future losses). Segment your campaigns to offer only relevant products and make sure you pursue it.
Finally, your emails should be written cleverly, but the same strategy should be used to include the site. Even the best emails won’t meet expectations if the link they are advertising shows poorly written content.
When it comes to how to write great articles, there are a couple of tips. First of all, use a spell checker. It may sound elementary, but many people really ignore it. Second, be concise and current. Unfortunately, no one reads anything anymore; people mostly scan text for specific information. Lastly, insert a image or two to break down the text, but remember that mobile users with limited bandwidth will not appreciate if you use large images.
3. You are not creating the right subject lines for the email
Subject lines determine the fate of your email, as simple as that. The best email subject lines are clear, striking, and no longer than 41 characters. It is important that the subject line is not broken, so keep in mind the word count.
Some effective subject lines contain keywords, but this is not the crucial step. Creativity is … with a flair for research. That is, some words are more likely to grab the attention of recipients than others. According to Alchemy Worx, the five most efficient keywords are “go”, “just”, “update”, “content” and “amazing”, followed by “congratulations”, “promote”, “immediately”, “deduct” and “volunteering.”
Some other high-performance subject line keywords include: “presentation”, “back in stock”, “broken”, “out of selection”, “brand new”, “bulletin”, “iPhone”, “available “,” sales begin, “” Great deals “,” latest “,” golden “,” thank you “,” thank you “,” order today “,” closed orders “and” special “.
As you can see, the list is long, but instead of using too many of these words, choose one that is relevant and make sure it fits the rest.
Remember that the best subject lines address pressing problems and offer solutions to upcoming problems. If you use the information to its full potential, you should be able to decide exactly what the recipient is looking for in each individual case.
Email marketing is extremely popular (and inexpensive) – even the pandemic can’t change that fact. The messages you send should be a means of communicating with your audience, rather than being aggressive ads.
Keep in mind the frequency and timing of your emails, especially if your brand is operating internationally. Keep in mind that people get lots of unwanted emails and if your subject line does not stand out, your email will be deleted or marked as spam without even being considered.
Stick to your OKRs and keep aligning your business efforts. In the long run, it is the only way to maintain success.