How to get around the main problems of email marketing?
Imagine if your email marketing strategy was a game. In front of you, three buttons: conversions, being ignored in the inbox, or reporting by SPAM. Indeed, everyone would choose the first alternative, which is the only one capable of promoting business growth, right?
As you know, these three buttons do not exist. What happens, in practice, is that the actions of those who lead the strategy are what can lead to these three results. Some classic errors in email marketing inevitably compromise the results of campaigns, leading to the tragic "game over" of the digital world.
Want to find out what the mistakes are and how to avoid them? Today we are going to talk about the main problems of email marketing. So, do not miss this reading and learn how to get around them to ensure the success of your strategy.
Obstacles that interfere with the success of email marketing
First of all, it is worth remembering that email marketing is the most effective method to generate conversions in the digital world. However, this effect depends on some factors that we monitor at all stages of Success Day, which lead our clients to extraordinary results.
Between the triggering of your email and the purchase made by the customer (or another objective), we can say that your message needs to avoid some obstacles. To beat them, it is necessary to:
1. Divert recipients without a profile to purchase the product or without interest in it;
2. escape from SPAM filters;
3. do not fall into limbo for emails not opened in the inbox;
4. ensure that the user does not ask to unsubscribe or, even worse, mark the email as SPAM;
5. Create irresistible magnetism that leads the lead to click on the offered link.
Errors at any stage of the process can cause email to fall into this "fine mesh". To avoid errors, it is essential to monitor the performance of the campaigns and use the data to establish the best strategies to reach your client.
How to ensure email marketing success
Given this scenario, what can a company do to ensure the success of its email marketing strategy?
First, the focus of the actions is on the customer. Therefore, at each stage of the journey, data needs to be analyzed to design a more personalized and humanized strategy, compatible with what the lead demonstrates that he wants.
The interactions reveal the days when he is most likely to open messages, the content he prefers, and the tone of communication (formal or informal) that produces the best results. These behaviours show the best way to relate to the lead.
Besides, this knowledge increases throughout the journey, allowing the improvement of the strategy and the relationship. It is necessary to respect the typical interaction time of that person and establish a schedule that meets their needs.
Thus, the company does not run the risk of filling the lead's email box, encouraging him to request unsubscription. Likewise, she does not go a long time without breaking news, falling into oblivion.
Errors that compromise the email marketing strategy
Even with all this care, some common mistakes can compromise the success of the strategy. Knowing what they are is the first step in correcting them and getting good results. Then, check out our selection!
1. Sender's reputation
This problem can happen for several reasons, the most common being the recent start of a strategy. The company sends its emails but, as it did not do this before, its name is not considered relevant in the customer's inbox.
There are also technical issues that damage the sender's reputation. The lack of domain settings and a dedicated IP are among them. When the company uses an available address (@gmail, @hotmail), its credibility is undermined. That is why it is essential to build your strategy with the support and guidance of experts.
2. Incompatible profile
Many companies have not yet created a solid digital strategy. There is no mechanism to capture followers, and they end up trying to do email marketing through lists of purchased contacts.
When the list is made up of random people who have shown no interest in the product or service, the tactic fails. These contacts feel invaded with this type of email and usually mark them as SPAM and can generate blocking together with the servers.
The ideal is to always work with leads, with contacts who have registered on your site or subscribed to your newsletter, for example. They have already stated that they want information and are open to a relationship with your company.
3. Irrelevant content
The cruel truth of the market is that people are not interested in your business. They want to know what brings some benefit to them, that helps them solve their problems. Therefore, the content of email marketing needs to be centred on the persona. Offer information that she considers relevant, based on a study of what the market asks for. If a company establishes its email marketing only on the news about itself or promotions, its chances of falling into SPAM or having a high unsubscribe rate are enormous.
4. Shipping management errors
Some companies do not have a shipping management strategy. They trigger an email "when it comes" or when they carry out promotions. This can cause several problems. First, if the focus is only on advertisements, the lead may feel that the messages are irrelevant and opt-out of unsubscribing.
If he sees his box clogged with emails arriving all the time, the end is the same. Therefore, shipping management is essential to achieving balance and addressing the lead at a time when he is most receptive to your message.
5. Incomplete or uninteresting subject
The subject of the email is the key to arousing the lead's interest and getting him to open the message. Leaving it blank or creating an unattractive headline is wasting a great opportunity.
How to avoid email marketing mistakes
In addition to attention to detail, it is essential that the company has data to analyze. They point out what are the most effective actions to reach your target audience and show what needs to be corrected to avoid the failure of campaigns.
The truth is that, while useful, a winning email marketing strategy is too technical. It needs knowledge and technological resources. An example is a system that allows you to identify whether the addresses on your list are valid and the automation of shipments.
In this way, it is possible to optimize all stages of the process, deeply know your target audience, and send the message at the right time to obtain the best performance and destroy conversions.
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