In its broadest sense, every email sent to a potential or current customer could be considered email marketing. In your email content, make sure you add links to other content on your site and include CTAs that drive recipients to a specific landing page. Instead of having to wait for a contact from a representative, your new sales lead can be engaged right away with an email that will create an opportunity for them to give your company more information. Optimizing content to earn subscribers is an ongoing process. With this in mind, identifying marketing problems and solutions can be your best shot to salvage your company in an ethical manner. Interestingly enough, this problem is tightly connected to challenge number one -- integrating email marketing with other data systems. Email marketing is the use of email to promote a company's products and services or to connect with the customers. That’s why, once you’ve started email marketing, it’s crucial to keep a handle on your email automation workflow, as Jordie van Rijn reveals: 11. Because of the low cost of email marketing, you have a chance to create an excellent ROI percentage. All you need is a copywriter and a graphic designer or access to stock photos. The on-going review and assessment of your email program from a deliverability perspective is smart insurance for all the money you’re investing in email marketing. Creating buyer personas to address each of your customer segments can help you create the ideal marketing message for each person, making them feel understood. Perhaps sending a bunch of emails to a bunch of people will work and you can sit back and watch the magic happen. Email marketing gets you the marketing results you want without taking up too much of your time and eating through your budget. Beyond creating a relationship with your audience, personalizing emails can help you to increase your open rate by about 26 percent. For instance, HubSpot recently conducted a survey, and 59 percent of marketers mentioned that email marketing is their top performing channel with the best ROI. Shutterfly- Delivering a message to the wrong person. Most email programs are sick in one or more ways. But do not make big decisions based on one or two data points. These are all symptoms of a sick email. Segmenting your email lists based on the information you have about them, such as where they are in the sales funnel and what their interests are, can help you create a targeted message that appeals to them. However, with a reported 400 million active users choosing Outlook, ignoring it creates a large missed opportunity. Basically, your deliverability rate is the ratio of the emails you have sent versus how many messages that actually make it into the inboxes of your intended recipients. 1. The short answer is – yes, it's still very important for many reasons. hbspt.cta._relativeUrls=true;hbspt.cta.load(57042, '1c681027-3647-4a1b-87e0-09aa16e2d82a', {}); Erika is a Marketing Copywriter at Bluleadz. Reading MailChimp’s automation triggers, there are 4 types of triggers that you can add to your email marketing toolbox: Campaign activity: an email is sent to someone who is part of a campaign list, opened a specific campaign, didn’t open a campaign, clicks on a specific link, didn’t click on a link. Soft bounces: These are temporary and usually the result of a full inbox. Regardless of the type of business, you have email marketing can work for you. The best way to do this is to assess your call to action (CTA) buttons. Do you have too many CTAs? Even with social media, bots, apps, and all the rest, email is still how we communicate to most of our customers and prospects. “There are never enough hours in the day for all the demands on marketing.” How to overcome this email marketing challenge Adding your recipient's name to the subject line. Watch the entire webinar here, or download the much more comprehensive ebook about email metrics and success here. : E-mail, Intranets, Extranets and Mobile phones) in electronic transactions might create not only a lot of opportunists for small business enterprises but also can eliminate a lot of its threats. Knowing your ROI for your marketing efforts depends on your ability to collect and collate all of your data from your email marketing. She spends most of her free time reading, writing, and enjoying the outdoors. Because the increase usage of the Internet and other Electronic Marketing tools (i.e. If they’re not actively engaged with you or interested in what you have to say, your email marketing efforts will be for naught. The more emails you send them through drip campaigns, the more likely they will be to purchase in the future. It gives you the peace of mind that your key performance indicators are in the green, and that you are trending in the right direction month-over-month, and year-over-year. This can even help you with your efforts to integrate your email data with your other marketing data systems. The links in your email aren't getting enough clicks. Email marketing is only as successful as the email list. A large email list doesn’t automatically equal success, though so make sure that you’re growing your list with the right people. Marketing shouldn't suck this bad. Erika Giles | The more you know about your target audience, the better equipped you are to increase the quality of your leads, shorten your sales cycle, and gain new customers fast. There are two kinds of bounces: Bounces are a problem for two reasons. These are the ones that matter most: How do you know when your email program is having issues? Email marketing can direct your visitors back to your website time and time again when you have something valuable to offer them. Knowing When to Disconnect Automation. July 16, 2020 | Give yourself enough time—and enough email sends—for a true pattern to emerge before you make significant changes. Jay Baer is the founder of Convince & Convert, a Hall of Fame keynote speaker and emcee, host of the award-winning Social Pros podcast, and the author of six books including Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth. Either they lose access to an old work email, or they just need to switch addresses to reduce the amount of spam they are getting. Who doesn't want to save money while driving revenue? You can get the entire replay here, plus a written ebook that goes into A LOT more detail here. Five important email marketing metrics you can track; Email marketing is most trusted form of communication with 77% of consumers choosing email over other online channels. For your convenience, however, I’ve summarized many of the key points here, and I hope it whets your appetite for watching the replay or reading the ebook. Does clicking your logo in the email take people to your homepage? Here are the top 10 email marketing challenges you may face with tips on how you can overcome them. I set out to fix that with my friends at Emma (a fantastic email services provider, based in Nashville). Compiling all of your marketing databases allows you to identify different consumer segments so that you can create content that specifically speaks to them. You may also test different "from" names. We work to double your digital and we've done that for some of the best companies in the world. However, it is still a key piece of your overall sales strategy. The intruder may have stolen your credentials or gained access through other means. From personal experience, the easiest way to reduce time is by using an automation tool. Therefore, much indicates that e-mail marketing is allowed without consent, at least for existing customers. This means having a system in place to track a contact from the point where they first visit your site and become a contact, through all of their interactions with your website and email marketing, to their final conversion into a customer. Create emails that give customers a message that addresses their pain points. This website uses cookies to ensure you get the best experience on our website. Visually appealing and interesting information usually warrants click-throughs from your targeted audience. The problem is so often, email marketing is done in an uninspiring way. Keep scrolling for a list of email marketing resources! And reliance on email marketing will only increase in the upcoming year as distrust in social media continues to grow, as does the need for authentic connection. Email marketing is an undoubtedly powerful method of getting your name out there, but it’s not always the easiest. But instead of logically looking at what is wrong and what to do about it, so many marketers make important decisions about emails based on stories, not math. In fact, HubSpot recently conducted a survey and found that 59 percent of respondents reported that marketing emails influence their purchasing decisions. Here are the top 10 email marketing challenges you may face with tips on how you can overcome them. It will make you a better email marketing, and a better marketer in general. Many email marketing platforms, such as Remarkety will provide you with responsive emails, however not all platforms do. Current marketing issues are mostly centered on the misuse of marketing strategies in any given business, especially when the issues in marketing today are not properly recognized leading to a problem - solution mismatch. There are several steps to properly integrating your data systems, including: Having the right data integration tool can allow you to easily collect and collate your results data from your email marketing, blog posts, lead management efforts, and more. Jordie van Rijn: Back in the days when I worked at an agency, we did a B2B campaign for an insurance company. Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. Low open rates can be caused by a number of things, but most often it has to do with your subject line, preview text, and sender name. A bad marketing campaign can lead to absolute indignation. Testing. It was phony opt-in offers or the use of spammer tricks (misleading headers, negative opt-in) by major marketers. If you want to take advantage of email marketing to reap all the great benefits it has, you must overcome some of the common challenges associated with email marketing. Here are a few more benefits of email marketing: Email marketing drives results by improving sales. When your marketing channels are not speaking to one another, it’s hard to identify how they affect conversions. If the customer does not have a reason to open your emails, then your emails will be ignored. Resources to help you overcome your biggest email marketing challenges. Such automation reduces the time a new lead has to wait for contact, which improves your close rate for deals. But is it email that people WANT or email that people TOLERATE? Email Marketing | A big mistake from many an email marketer: mistaking weather for climate. This spring, we’re unveiling the AMA’s first ever intellectual agenda in our almost 80-year history that features what we believe are the “seven big problems” confronting marketing. Even if the emails that you purchase are viable, it is unlikely that these random people will engage with your company's marketing message, causing them to unsubscribe or list your emails as spam. It still remains one of the best ways to connect with consumers to provide you with an excellent return on investment (ROI). “At nearly every brand, email marketing resourcing is almost inevitably a problem that has to be dealt with,” says Tim Watson, founder of Zettasphere. Adopting these great email hygiene tips: Are there contacts in your email list who never open or click your emails, or engage your website? Con: Your Emails Could Get Marked as Spam. We mentioned segmentation earlier on in this list, but segmentation can help you to personalize your emails to appeal to each customer. Social Media Marketing, Social Media Research. Whatever the case, if you make it easy for them to keep their contact info up to date, they are much more likely to self-report an address change. Check your subscription process to see if people can select what they will receive from you and how often they will receive it. Create a value proposition that answers the concerns of your key buyer personas, whether it is tips and advice for common issues in your industry, meaningful product updates, or even special offers that they cannot get elsewhere. This helps you gain more traffic to your site. She is a huge fan of houseplants and podcasts about conspiracy theories. Of course, it was only a matter of time before businesses knocked … Unfortunately, it doesn't. Sometimes, a customer is not intentionally giving your company the wrong data, but just missed a digit in their 26+ character long email address. Integrating data from various sources allows marketers to optimize the content of their emails to create better sales leads and provide customers a positive buying experience. Hackers have designed intrusions that can actually intercept outgoing email and add malicious viruses or attachments to the messages. Consumers are wise to those tactics and wary of companies who bombard them with email. If the subject line and preview text isn't interesting or relevant to your consumers, they aren't going to open your email. A great way to reduce production time is by looking at your current email workflow. Email marketing seems easy enough, right? This particular challenge can actually be closely related to the first challenge on this list. However, the term is usually used to refer to: Sending emails with the purpose of enhancing the relationship of a merchant … Nobody’s THAT good. See how many open rates you get from each portion, and then tailor your methods accordingly. A good option is to use a persona for your company or attach the president's name to each email. But if you identify your email problems, know the medicines to fix them, and are ready to test those fixes, all you have to do is get started. Another benefit is that this can help with the next challenge. Check your metrics, learn what messages are working and which ones are counter-productive, and constantly evolve and refine your process to make it better and respond to new trends. What is it that they will get out of being in your email list? Even if the content is relevant, they may not want to be spammed by your emails. This type of failure can lead to a terrible result. Sometimes your email is a little under the weather, … Once you know what it is that your customers are actually looking for, you can make new content to addresses that need, which will lead to more sales success with those customers in the future. This appears less spammy even if they do sign up to get emails from you three times a day. comprehensive ebook about email metrics and success, 4 Higher Education Content Marketing Examples that Any School Can Implement, The 4 Best Practices of Healthcare Social Media Marketing for 2020, How to Build a Content Calendar (Plus a Free Template), High SPAM Complaints (usually seen in concert with #4). In email marketing world, you can’t expect that. This is because email marketing campaigns can introduce products and services, deliver unique offers, and encourage customers to go back to your site to purchase something they left in the cart. Even with social media, bots, apps, and all the rest, email is still how we communicate to most of our customers and prospects. This customer information should be used to identify their place in your marketing segmentation. I have received a lot of questions from many email marketers on the various aspects of email marketing. Email marketing can even help you qualify leads so your sales team members aren't wasting time on poor leads. You should have metrics for such information in your marketing software. Try adding an extra step or two to your email opt-in process, such as entering email information twice, using an emailed confirmation, or both. Also, try to change your email marketing messaging voice from pushy salesperson to helpful friend who just wants to help out. The problem with email marketing - everyone does it. While one might assume that any email that is sent will make it into the recipient's inbox, not every message that is sent will make it into an inbox. It’s no secret that Microsoft Outlook can present a variety of obstacles for email marketers, which is why some choose to avoid it completely. Hard bounces: These result from a more permanent error, such as the email in question not existing. This can be a tricky process for many email marketers, which would explain why it is in the list of top 10 email marketing challenges. There are a few things that you can do to earn subscribers, such as: When a customer asks, "Why should I subscribe to your email?," you should have a clear answer. Most people access email messages from their mobile devices. When an email fails to go to an inbox, this event is called a bounce. If you do not know how your email marketing efforts are influencing your sales process, how many website visits they generate, and how many sales occur as a result, you'll never know just how worthwhile your email marketing efforts are. Stay up to date with the latest marketing, sales, and service tips. They send brand appropriate generic emails to everyone on their send list, which causes them to miss out on creating a real relationship between them and their target audience. Make sure you let your audience know what they should do with this email. When you use email marketing tools to track things like click-through-rate and opens, you can identify the highest performing content. This allows you to give them content that is more meaningful to them as frequently as they want. If you want to verify what your ROI is from your email marketing, you will need to set up a closed-loop marketing system. If your messages aren't targeted to the right people, the recipient may delete your email or unsubscribe. To this end, many marketers go to the extreme of buying email lists and using those to send unsolicited messages (also called "spam") to people who may have no interest in the products that their company offers. But that's not always the case, is it? With email marketing, you’ll have the initial costs of building a mailing list and investing in software, but after that your costs will be minimal. Disadvantages of email marketing Some of the potential problems of email marketing include: Spam - commercial email or 'spam' irritates consumers. A big mistake made by many email marketers is mistaking weather for climate. Subscribe to our blog & get notified on the latest trends that impact your business. This means the emails aren't helping you reach your goals because your audience isn't actually going to your website. A lot of finger-pointing then takes place. Smart marketers take email to the next level. It's important your marketing and sales team are aligned with their goals as well. These challenges can be overcome easily if you understand your audience and take the necessary steps to fix the challenges you face with analysis, testing, and other methods. That's why it's so important to make sure your email marketing program is 100% healthy. The top 3 email marketing challenges of 2019 More than 59% of businesses identify email marketing as the most effective marketing channel for their brand. I believe if you have even a tangential responsibility for email in your organization, you’ll find this webinar quite useful. With email marketing, you don't need to pay for pricey photo or video shoots, location fees, placement, or mailing. Convince & Convert, LLC Global HQ 885 S. College Mall Road, #376 Bloomington, IN 47401, Content Marketing Consulting and Social Media Strategy, 7 Email Marketing Problems and 9 Medicines to Fix Them. It was the spammers. There are a lot of data points to which you could pay attention in your email program. There have been claims that email marketing may be on its last breath yet 80% of marketers report email as the strongest performing media buy (ahead of search engine marketing and display marketing). Email marketing is an effective way to market for great returns, but it does come with its own set of unique challenges. Email marketing is also much more affordable then direct mail campaigns. When it's done well, email marketing is an effective sales driver. These are the most common email marketing problems: Here’s what you should try if you are experiencing one or more of the email marketing problems (again, more detail in the full webinar and the companion ebook): Email isn’t going to be perfect. Raise your hand, and repeat after me. Making recommendations based on past engagement. These tools give you a clear, understandable report to base your future marketing decisions on. When it's done wrong, email marketing can come across as spam that annoys customers. Marketing should solve problems, not induce fits of rage. Sure it is much easier for e-commerce, they just send through all their exciting new products or a sale they are having and chances are the sales come flooding in. These methods help you to nurture leads to improve conversions. You may wonder if email marketing is still relevant and worth your time and effort. But, there are REMEDIES for every malady. And out of all the questions I have received, I noticed that most of them Also, consider asking them to self-report their preferences for email communication, such as the frequency and content of their emails. Sometimes offering a free video, download, or some other product is all it takes to bring people back. If a contact has been inactive for a long time, remove that contact from the email list. Even if they don't purchase anything the first time, they are more likely to recognize your brand in the future. Commit to the principle of ABT: Always. You must guide them, rather than letting them guide themselves to your website. If you want to take advantage of email marketing to reap all the great benefits it has, you must overcome some of the common challenges associated with email marketing. . 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