Underperforming marketing emails are frequently a sign of a business's overall decline. Clicks, conversions, and income declines are usually signs of a broader problem.
Here are seven causes of bad email performance and how to fix them:
Email Isn't Making It To The Inbox
A deliverability rate - the percentage of emails that were delivered - will be reported by all email marketing platforms. This is usually around 98 per cent or higher.
What your email provider isn't telling you is how many of those delivered emails ended up in the inbox rather than a spam or trash folder. Sadly, no technology can detect that proportion.
Encourage inboxing by doing the following:
Avoiding spam triggers like all caps or exclamation marks, maintaining a strong domain and IP address reputation, staying off blacklists, and maintaining high subscriber engagement are all important.
Gmail isn't optimised
According to Litmus, Gmail was the second most popular global email client (after Apple) in April 2022, with around 30% of the market share. Most marketing emails were diverted to Promotions once Gmail added tabs to the recipient's inbox in 2013.
Gmail just added a few new capabilities to the Promotions page to help marketers stand out. You can use the Litmus Gmail tab tool to see how your emails will be filtered for free.
Marketers may now highlight an offer, add an offer code, add a promotional preview image, and define a logo URL that will appear as a custom icon next to the From line in Gmail promotional emails.
Documentation on how to code emails for these functionalities is available in Gmail for Developers. Litmus, Salesforce, Sailthru, Oracle Bronto, and others are among Gmail's email partners that incorporate promotional annotations into their product.
Gmail also includes relevant promotional emails in the home tab to assist you in making your communications more visible.
Always test email offers to see which ones work best for your target demographic. In our experience, performance can vary dramatically based on the product and service.
A gift or a pre-populated basket can aid with product sales. The latter adds a free item to the recipient's shopping basket automatically.
Free delivery has lost some of its allure now that almost every retailer offers it in some form.
Dollar-off deals perform slightly better than percentage-off offers.
Make sure the offer is appropriate for your audience. A tiny discount, for example, is unlikely to appeal to a high-end jewellery customer.
Data that is no longer valid
Email data might suddenly become obsolete. According to Return Path, only 56% of subscribers stay on an email list for more than a year! Approximately 47% of those who remain "active," meaning they have opened and read at least one email.
While these figures are alarming, there are a few things you can do to keep your list interested.
There Are Too Many Emails
If you send too many emails, even your most committed consumers will eventually unsubscribe. Email marketing frequency is a fine art that necessitates testing and monitoring. A few unsubscribes may seem insignificant, but too many might have a negative influence on performance.
Each subscriber has a different amount of tolerance. However, no one wants to receive many emails from the same sender every day. I just unsubscribed from a handful of my favourite brands, which were bombarding me with up to 15 emails each week.
Remember that high unsubscribe rates will harm your reputation, resulting in more emails ending up in spam or junk folders.
In my experience, ecommerce shops should send two to three emails per week. Testing is crucial once again.
Unsubscribes are caused by irrelevant content. This entails knowing your customers and what they've looked for and purchased. Match email content to their interests, such as product recommendations and notifications.
Personalization can aid in the relevance of content. A recent email from the Red Cross announcing forthcoming blood drives gave me a good, basic example of personalisation. Instead of a generic "find event" button, the email highlighted blood drive locations near me.
Subject, From, and Preheader are all poor
On mobile, always preview the combination of your "Subject" line, "From" line, and preheader. As an extension of the subject line, keep the preheader short. Don't say the same thing twice.
Here's why your emails aren't making to the main inbox: