Email trouble can sideswipe your email campaigns. Email can be a great way to improve customer relationships, obtain new clients, and drive sales, but only if it’s are effective. Too often, businesses launch email campaigns that don’t achieve the desired results. There can be many reasons for this, but most can be fixed with a few simple adjustments. In this blog post, I will discuss seven common email campaign troubles and how to fix them!
Poor Deliverability
One common area of campaign email trouble is poor deliverability. This means that your email isn’t being delivered to the inboxes of your subscribers. Instead, it’s going to their junk or spam folder.
Email trouble can be caused by using an email service with a bad reputation, sending emails from a blacklisted IP address, or having a high number of bounced email addresses.
You can fix this problem by using a reputable email service, sending from a white-listed IP address, and regularly cleaning your email list.
Another option to consider is using an email validation service to help clean your list. Doing so will ensure email addresses (on your list) exist, are not know spam addresses, and take into consideration role-based email (among other things).
Below Expected Open Rate
Another email trouble point is a “below expected” open rate. This means that not as many people are opening your emails as you would like.
This can be caused by using a generic email subject line, having a long or complicated email subject line, or not segmenting your list.
You can fix this problem by using an engaging email subject line, keeping your email short and sweet, and segmenting your list so that you’re only sending relevant emails to those who are interested.
A key action here is to test subject lines (A / B testing) to see what performs better.
Depressed Click Rate
A depressed click rate is another email trouble element for campaigns. This means that people are opening your email but not clicking on the links inside.
This can be caused by having a poorly designed email, using the wrong call to action, or not personalizing your email.
You can fix this problem by designing your email with the user in mind, using an effective call to action, and personalizing your email so that it’s relevant to the recipient.
To avoid this type of email trouble, make sure your content is aligned with your audience. Truly ask yourself: “Is this what my audience is really interested in, does it provide value?” – If the answer is less than a solid “Yes”, then go back to the design and / or content writing stage.
High Unsubscribe Rate
A high unsubscribe rate is another email trouble point for your campaign. This means that people are unsubscribing from your email list at a higher rate than you would like.
This can be caused by sending too many emails, sending irrelevant emails, or using a poor email design.
You can fix this problem by sending fewer emails, sending relevant emails, and designing your email so that it’s visually appealing.
You can also leverage email list segmentation – Doing so improves the relevancy of email messages (as they are sent to interested segments). In other works send more specific email to smaller, targeted groups of people.
Increased Spam Complaints
Another email campaign trouble area is increased spam complaints. This means that people are marking your email as spam at a higher rate than you would like.
This can be caused by using a poor email sender reputation, having a high number of bounced email addresses, or sending irrelevant emails.
You can fix this problem by using a reputable email service, regularly cleaning your email list, and sending relevant emails.
You should also explore your subscribe process, for example, are you ensuring double opt-in is used? Are your subscribers aware of how often you send email? Are you automatically removing subscribers that don’t open or otherwise act with any of your email?
Substandard Active Ratio
A substandard active ratio is another email campaign trouble challenge. This means that the number of people who are active on your email list is lower than you would like – Or more accurately, it’s the percentage of your subscribers that open, read, and follow the calls to action in your email.
This can be caused by having a high number of bounced email addresses, sending too many emails, or sending irrelevant emails.
You can fix this problem by regularly cleaning your email list, sending fewer emails, and sending relevant emails.
Additionally, this highlights a great opportunity to run a re-engagement campaign, which will also help you to remove subscribers who are not interested in your email.
Limited Post-Click Activity
Limited post-click activity is another email campaign trouble element to resolve. This means that people are clicking on the links in your email but not taking the desired action.
This can be caused by having a poorly designed email, using the wrong call to action, or not personalizing your email.
You can fix this problem by designing your email with the user in mind, using an effective call to action, and personalizing your email so that it’s relevant to the recipient.
Make sure you dig into your calls to action, are they truly compelling and provide value? Also, it might be a sign that your website landing page (for the campaign) is not aligned with your email.
For general email troubleshooting, Mailchimp has a nice short post about: General Test Email Tips.
Conclusion
Email trouble can be frustrating, but there are solutions! By following the tips in this blog post, you can fix common email campaign troubles and improve your results. So don’t give up on email marketing just yet – with a little effort, you can email like a pro in no time!
You can learn much more about what to do when you have email trouble, by visiting our Small Business Email Marketing posts. As well as find out further about Email Troubleshooting.