Email marketing is an always changing business. You may have the best idea, a great concept, or an amazing product to sell but until you break through its like popcorn in the pan, some pop, and some don’t. There’s no rhyme or reason to it either; sometimes it just doesn’t break through. Of course your marketing strategy could use a little tweaking so if you’re in the business of doing business and you need to reach out to folks via an email marketing campaign, here are five reasons your business’ email isn’t being opened by subscribers and what you can do to fix that.
Product Isn’t Filling a Need: You may have a great product but if it isn’t filling a need for your customer, they’re not going to care when they see it in their inbox. You need to make your product and your email marketing universal and appealing to as a wide a cross section of audience as possible. If your product fills the need of a customer, even if it’s a need they didn’t know they had, then maybe you will be able to reach that customer through your email marketing.
Marketing Comes Looking Like Marketing: If your email marketing just looks like spam then the chances are your marketing won’t get opened. You need to make your email marketing look fresh without looking like it’s trying too hard. This can be a tough balance to strike but if you control your email marketing, you will be able to control your brand image and hopefully make that sale.
Marketing Comes Too Often: One thing no one likes is the redundant mailing. It gets thrown to the top of the junk mail pile at home and it will become the latest addition to the trash bin in an email inbox. If a customer hasn’t opened your email marketing today, they’ve got even less of a reason to want to open your email marketing tomorrow. Push this too much and you’ll likely earn an unsubscribe. No one wants to lose a potential customer because they were too aggressive. So only do measured mailings and only do an email marketing campaign when you’ve got something to say.
Marketing Isn’t Enticing: Your email marketing has got to rise above the rest, it’s got to break through, and it’s got to be sexy. This can be a fine line and really depends on your product but you should always try to make your product or service as appealing as you can. Or at the very least your email marketing has got to be more appealing than your closest competitor.
Marketing Doesn’t Reward Customer: Your email marketing has got to offer the customer something they wouldn’t otherwise get. When I was producing theatre, I offered two-for-one seats towards the end of the run of my full length play. I thought it would either be a suicide or an ingenious plan. While many of the guests who were there may have been there anyway, rewarding people from my email marketing definitely drove up attendance in the final week. The more your customer feels like they’re getting a bargain, the more likely they are to be happy with your product or service. And word of mouth recommendations are everything!
Email marketing is a new realm but marketing is an old business. Many of the classic tricks are still applicable to email marketing as they’ve always been for other forms of the business. If you are smart, if you know your customer, if you don’t beat them over the head with your marketing, if you make them feel like they’re getting a real value and if you make them excited about the potential of your product, then chances are your email marketing campaign will be a success.