Email troubleshooting is an important part of email marketing. When email campaigns aren’t performing well, it can be tough to determine the cause and find a solution. In this blog post, I will discuss some of the most common email troubleshooting challenges and provide solutions to help you fix them!
Most Common Email Troubleshooting Challenges
Email troubleshooting is an important part of email marketing. When email campaigns aren’t performing well, it can be have a substantial (negative) impact on your email campaign. It’s important to fix issues as soon as possible, never wait for small incidents to grow into larger problems.
Here are 8 of the most common email troubleshooting challenges, and solutions for each on:
Email Troubleshooting Poor Delivery Rates
One of the most common email troubleshooting challenges is a poor delivery rate. This can be caused by a number of factors, including incorrect email addresses, spam filters, and bounced emails.
To fix this problem, start by ensuring that your email list is up to date and contains only valid email addresses. You can also try using a different email service provider or email delivery service.
An easier tool is to use an email validation service that helps ensure your email list is “clean”. A couple examples of validation services include tools like ZeroBounce, MailFloss, etc.
Email Troubleshooting Open Rates in Decline
If you’re noticing a decline in your email open rates, there are a few possible explanations. First, consider the time of day that you’re sending your emails. If you’re sending during a time when people are less likely to check their email, you may want to try sending at a different time.
Also, segment your mailing list so that the content is better related to the audience receiving your email. Additionally, clean your existing mailing list (as there may be inactivate subscribers, etc.)
You should also make sure that your email subject lines are interesting and eye-catching. One good approach is to use A / B testing – This helps you determine what types of subject line perform better (so you can improve them in future mailings).
Finally, check to see if you’re on any email blacklists. If you are, you’ll need to take steps to get removed from the list.
Email Troubleshooting Below Average Click Rates
If your click rates are below average, it could be because your email content isn’t relevant to your audience. Make sure that you’re segmenting your email list and sending targeted content to each group.
You should also consider the format of your email. If it’s difficult to read or doesn’t look good on mobile devices, people are less likely to click through.
Optimize the CTA – This often indicates an opportunity to improve the CTA. Use only one CTA, because the more you have, the less chance that readers will decide to click on (and which one to click…)
Personalize your email! This can be something simple like addressing each subscriber by name, or more in-depth, like customizing the email content to better match each subscribers’ needs and preferences.
Finally, if you really (deep down) don’t truly believe your email content is smashingly awesome – Don’t send it, instead look at rewriting for better click rates (and engagement).
Email Troubleshooting Poor Active Ratios
If you’re seeing a low active ratio (the number of people who open and click your email divided by the total number of people on your email list), it could be because your emails are going to spam folders.
To fix this, try using a different email service provider or delivery service.
You should also make sure that you’re not sending too many emails. If you are, people may start to unsubscribe from your list.
One of the most useful solutions when active ratios are low, is to run a re-engagement email campaign. Doing this helps to get your subscribers more interested. At the same time, it helps you remove those who are no longer interested.
Email Troubleshooting High Spam Complaint Rate
If you’re getting a lot of spam complaints, it could be because your email content is too sales or promotion oriented (this is when you read something that reeks so much of a sales pitch).
To fix this, try sending more helpful and informative content that provides value to your subscribers.
You should also make sure that you’re not sending too many emails. If you are, people may start to unsubscribe from your list.
One key thing you must look at for this issue is: “How are subscribers getting on your emailing list?” – It could be that people who never gave permission for you to email them (by signing up), or those that didn’t realize the kind of email they would get (and how often), are marking your email as spam.
Use double opt-in! This way subscribers really are interested in email, and less likely to result in spam issues.
Is your domain name verified? Try checking DKIM, DMARC, etc.
Email Troubleshooting Higher Unsubscribe Rates
If you’re seeing a higher than average unsubscribe rate, it could be because your email content is boring or irrelevant to the audience.
Make sure that you’re segmenting your email list and sending targeted content to each group.
You should also consider the format of your email. If it’s difficult to read or doesn’t look good on mobile devices, people are also less likely to click through, and often simply unsubscribe.
Email Troubleshooting Reduced Post Click Engagement
If you’re noticing a decline in post-click engagement (people who click on your email but don’t take any further action), it could be because, again, your email content isn’t relevant to your audience.
Make sure to segment the email list, so that targeted content to each segment – This is much the same in a few of the challenges being addressed here.
Especially look make sure that the content in your email is well aligned with that in the related landing page (and visa versa).
Check your CTA (call to action) is it clear? In some cases it could be innacurate (which will almost immediately kill the post click engagement).
Email Troubleshooting Slow (or No) Email List Growth
If you’re not seeing any email list growth, or if your email list is growing very slowly, it could be because you’re not providing enough value to your subscribers.
Make sure that you’re sending helpful and informative content that provides value to your readers. You can also try offering a freebie or discount code to encourage people to sign up for your email list.
More to the point… Examine your subscribe form, is it simple and direct? Is it clearly visible and compelling (does your reward for subscribing provide real value)?
Your opt-in form should address 3 areas:
- Social Proof: For example, include the number of subscribers already and what makes the potential subscriber relate to this.
- Reciprocity: Provide something of real value to offer each subscriber for subscribing. Usually this is something like a free download, longer trial period, or product / service discount.
- Exclusivity: You’re not simply asking people to subscribe – Instead pitch your list as exclusive, that it provides useful email to a select group who have subscribed. Often this can be access to premium content only available in email, or to exclusive offers only available to subscribers.
In addition to your website, consider using other platforms to help grow your email subscriber list. One option that immediately comes to mind is leveraging social media.
Include your email subscription in your social media engagement efforts.
Conclusion
Email troubleshooting can be a difficult and time-consuming process. However, by following the tips in this article, you can fix common email problems and ensure that your email marketing campaigns are successful.
You can learn much more about email troubleshooting, by visiting our Small Business Email Marketing posts. As well as find out further about Email Troubleshooting in particular.