Why Isn’t Your E-Mail Campaign Working?
You just spent a lot of time, effort and money creating an e-mail campaign. But when you sent it out, a ton of people unsubscribed, you received complaints and no one purchased your new product. It was a failure.
But don’t despair! Use this opportunity to learn from your mistakes, and to create a more successful campaign next time, ask yourself these questions:
- Did you give your customers what they were expecting?
If your customers signed up for your e-mails to receive valuable information, news and insights from your company, they probably do not want to hear your sales pitch. Take a look at your e-mail campaign again.
Did you give your customers what they asked for when they registered, or did you surprise them with information they did not want? If so, stop this practice. Otherwise, your e-mail address and messages will go straight to the spam filter list. Plus, you’ll lose a lot of business.
- Did you provide value?
No one likes to receive e-mails pitching the latest Webinar, sale, coupon, event, etc. Instead, your customers want to know what’s in it for them. Provide valuable information they can use and make it worthwhile for them to read your e-mail.
If you need to sell something, that’s fine. Just make sure you offer more substance than sales. This way, you will establish a reputation of providing value, and your customers will be more likely to read your mail, hear what you have to say and forward your message to others.
- Did you test the results?
Are you measuring how many people clicked on your links, read specific copy, opened your e-mail and when, etc.? If not, how can you possibly know what is working and what isn’t?
Test different types of content, the time you send your e-mail, various responses, and other data important to your overall goals. This is the only way to discover what your customers want to read, when they want to read it and how often. Then, you can fulfill their needs the best way possible and have a more successful campaign.
E-Mail Success Takes Work.
People are inundated with items in their Inbox. To beat the competition, it’s necessary to discover what your customers want and give it to them: when they want it. And this takes time and effort.
You need to test variants on the copy, links, sending times, information, calls-to-action, graphics, and more. Then, it’s necessary to review the results and regularly monitor the information that your customers want to receive from you. This way, you can develop long-term customers who look forward to receiving your messages and are willing to share them with others.
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