Email marketing has proven itself to be an effective tool for thousands of companies, but it seems that many of these companies often don't know how to utilize it properly. The biggest complaint we hear is that no matter how many emails a business sends out, response to those emails is low because nobody is opening them. This actually makes sense when you consider how many emails most of us receive on daily basis. It's tiresome to differentiate the good from the bad.
By understanding why people aren't reading your messages, you can take steps to improve. Let's take a look at a few reasons why your emails are not being opened.
Uninteresting Subject Lines
Perhaps you shouldn't judge a book by its cover, but email recipients often judge the contents of an email by the subject line. If the subject line is uninteresting or just plain bad, there's little chance that they're going to open the email in the first place. It may be time for you to rethink how you do subject lines and make them more appealing to the average reader. Just make sure that the subject line you choose is accurate and indicative of the content included in the message or you will, quite frankly, piss the readers off.
The design of an email often takes a backseat to other, flashier ventures like website design and blogging images. Don't let this happen to you. When someone opens your email, the presentation you make better wow them or they'll close it just as quickly. Whether you choose funny images, embedded video, or other fancy design techniques, the main point is to make what's inside stand out and get noticed. You want them to be hooked at the very first glance.
Not Optimized for Mobile
I don't think we need to tell you how important mobile optimization is. If you haven't gotten the memo on that already or simply haven't noticed the thousands - err, make that millions- of people walking around with their smart phones, then it might be time to get into another line of work. In all seriousness, though, mobile optimization isn't just for websites; it's just as important for emails, too.
Lack of Value
This actually goes for a lot of things you do in terms of marketing for your company. With everything you design or make available to potential customers, you must show value. You need people to open your emails and immediately lock onto something that they either need or want. In fact, if you can make them need or want your emails, you will have found the Holy Grail and you'll most likely get a customer for life. Or at least until the next cool thing comes around and then you'll need to fight for them all over again.
Mistakes at Signup
It is common for companies to solicit email subscriptions when a new customer is looking for information about a product or is actually buying a product. There's nothing wrong with that. What's wrong, however, is not giving these potential and existing customers the correct information as to what they should expect to see in terms of emails. If they don't know what they're signing up for, there's a strong likelihood that all of your emails will end up in the trash without ever being opened.
Email marketing is an effective tool at your company’s disposal, but only if you know how to use it effectively. The professionals at Madison Taylor Marketing have been utilizing email marketing for years and we know the ins and outs. Take some more of our resources for a spin, then reach out to our experts to further your marketing efforts.