7 Reasons Your Email Marketing Strategy Isn't Working

Email marketing has consistently been the most effective and direct form of digital marketing, allowing marketers to directly connect with their target audience. However, many businesses simply aren't getting results from their email marketing efforts; after all, it takes a lot more than just firing off email marketing campaigns and hoping for the best. Marketers must do their homework before carrying out their email marketing operations. Here are seven reasons your email marketing strategy isn't working and how you can correct the issue in the future:

1. Your Message is Outdated

Do you find yourself sending multiple emails with similar content? If so, it might be time to take a step back and consider whether or not your message needs an update. For example, you might be sending out emails concentrating on company news, yet your customers are looking for product-specific information. 

If this is the case, you'll want to go back to the planning board and determine what content is currently lacking in your email marketing strategy.

2. Your Frequency is Too High or Too Low

Did you know that the most effective frequency for sending emails is between 3-5 times per month? However, this number might be too high for some customers, especially if your customers are only expecting to hear from you once a month. On the other hand, are you sending emails at a rate of more than once per day? If so, you might be overwhelming your customers with information and eventually you  will get tossed directly into the spam folder.

Frequency is one of the most critical factors in determining whether or not your email marketing strategy will be successful, so it's essential to find a manageable balance for both parties.

3. Your Content Isn't Specific Enough

Remember when we talked about updating your message? Does your emails' content still include outdated language, or does it stay up to date with current events and what is currently happening in your company? Your customers are looking for information, so the key here is to give them something solid they can use. 

If you send emails that don't offer any information about your product or services, you will quickly lose your customer's interest.

4. You Aren't Segmenting Your List

Do you know who is subscribing to your emails? If not, it's time to take a step back and consider whether or not sending out one-size-fits-all email campaigns is really what your customers want. Several factors go into determining whether or not segmenting your list will improve results, such as:

• Who is subscribing to your emails? 
• What types of emails are your customers expecting? 
• How can you better serve your customers?
• How does this improve results? 

With most email users using automated spam filters and emails getting sent directly into Gmail's Promotions folder, the deliverability and readability of marketing emails has dropped drastically. 

When you know precisely who is subscribing to your emails and what kind of information they are looking for, it's easier to send emails tailored explicitly to what these individuals want. As a result, your customers are more likely to have their needs met, which will improve the likelihood of making a sale.

5. Your Subject Lines Made A bad First Impression

You've sent an email. Now all you can do is wait for the results! Well, that's not entirely true. While several factors determine whether or not your emails will be successful, the subject line is one of the most critical aspects, especially if you want to ensure a high open rate. Have you considered what your subject line is saying?

If not, take a step back and think about how it makes an impression on the reader. Is it mysterious? Does it offer any information that would spark interest?

6. Your Calls to Action Are Weak Or Too Strong

Without a proper call to action, you could be sending emails that are complete wastes of time. Customers are busy, and they might not ever take the first step if you aren't giving them a call to action. Have you considered asking your customers to visit your website? It's also essential to consider asking for referrals or reviews on social media platforms. On the other hand, your emails could become overwhelming if you ask too much, making your customers feel like they are being spammed. 

Take some time to consider what action would be best for both parties and run with it.

7. You Aren't Adding Social Media Sharing Buttons

Social media sharing buttons aren't just a given in today's market - they are a necessity. If you don't include social media sharing buttons in your emails, you're doing a disservice to not only yourself but also other marketers who are looking to improve their results. The more people that share your content, the better. Don't forget to optimize your emails for mobile devices. Savvy marketers should have an arsenal of attractive email templates that best appeal to their target customers. 

Experimenting with email marketing might seem time-consuming, but it doesn't have to be! The more you know about what works and what doesn't, the easier it will be to grow your customer base. In addition, there are many tools you can use to improve results and ease the process. Remember, an effective email marketing strategy is about making both parties happy. Learn what your customers want and give them what they are looking for to send emails to succeed.