There’s no denying it.
With most email users using automated spam filters and emails getting sent directly into Gmail’s Promotions folder, the deliverability and readability of marketing emails has dropped drastically.
Does this mean that email marketing is losing its edge as the most efficient B2B marketing strategy? No!
In the B2B space, email marketing has a unique set of challenges – but once you learn how to turn the stumbling blocks into stepping stones, it is still a surefire way to win over customers and generate plenty of business.
What we need to understand is that is that email marketing campaigns do not fail because there is too much clutter to break through. They fail because of the inability of their marketer to chalk out a robust email campaign strategy.
Harsh, but true. If you have ever witnessed failures in your email campaigns, you need to read this post.
Below are the seven key reasons why your email strategy may not be getting the desired results.
1. Lack of insight into your target audience
A recent study from The Direct Marketing Association (DMA) revealed that 77% of ROI comes from segmented, targeted and triggered campaigns.
Not being able to identify your potential target audience could present a major constraint when it comes to sending out email communications. Marketers must do their homework before carrying out their email marketing operations – this means clearly defining who their target customers are, and what their needs, preferences, demographics and psychographic characteristics might be.
2. No personalization
Personalization is the way forward in today’s world – marketers can no longer rely on a ‘one-size-fits-most’ approach. The open rate for e-mails with a personalized message was 18.8% in 2016 as opposed to 13.1% without any personalization, says a Statista report.
The time-efficient solution for marketers is to divide their target market into different segments based on the similarity of interests, values, and preferences shared by the customers.
This will help you design and disseminate personalized, needs-specific messages to customers and stimulate the right triggers in customers’ minds.
3. Outdated email database
Every database goes through substantial depreciation over a period of time. An outdated and under-performing database impedes your campaign success and may lead to a very poor response rate, conversion rate and ultimately a lesser ROI. This means it’s imperative for marketers to make no compromises when it comes to acquiring quality databases.
If you already have a database, make sure it is well maintained and fully up-t0-date so that your sales teams are equipped with reliable data at all times. You may also opt for data appending services to capitalize on a reliable, accurate and error-free database.
4. Unappealing subject line
The average office worker sends or receives about 121 emails a day, according to a report by the Radicati Group.
Out of all these emails received, the likelihood of someone opening one with a naff or cliched subject line is low. Go to the full article.
Source:: Jeff Bullas Blog