By Morgan International Staff Writers
Email marketing campaigns can be a highly effective way to engage your audience, generate leads, and drive results. However, in order to deliver the best possible results, it’s important that your email marketing strategy is carefully planned and finely tuned.
Here are just some of the ways you’re going wrong with your email marketing activities:
Your emails don’t engage with your target audience
Like any marketing activity, it’s important that your email marketing campaigns are interesting and engaging in the eyes of your target audience.
Before you even start planning your campaign, you need to carefully consider the demographic of your target audience, as well as their needs and interests. Segment your audience based on parameters such as geographical location, cultural preferences, time spent on your website, and the devices they most commonly use to open emails. This process will help you to truly understand your audience and how you can best target them.
Your emails are unresponsive
It’s all very well designing a great looking marketing email on your desktop but, if it isn’t responsive then it won’t be anywhere near as effective when it’s opened on a mobile phone or tablet.
And, with up to 70% of all emails now being opened on mobile devices, it’s more important than ever that your marketing emails are fully responsive with design elements that are not only eye catching, but also adjust to the recipient’s screen size.
You haven’t tested your approach
When it comes to implementing your email marketing strategy, you shouldn’t expect to get it exactly right first time.
Email testing should include aspects such as the readability and actionability of your emails, helping you to understand factors such as why the bounce rate was so high, where you went wrong in your messaging, how your CTA can improve your response rates, etc.
Even the smallest changes to your approach can make a significant difference to your results so it’s well worth taking the time to test.
You’re not measuring results
As well as creating an effective email marketing campaign, it’s also important that you measure their performance and analyse your results.
Look at factors such as what percentage of recipients click on a link or a specific Call To Action and conversion rates. It’s only by looking at these results that you’ll be able to adapt and update your plan to optimise results.
Want to know more?
To find out more about email marketing, get in touch. Our digital marketing courses are designed help you further your marketing career and equip you with the necessary skills and experience to optimise your performance in the modern marketing environment.