Top 5 Challenges of Email Marketing
Email remains one of the most cost-effective ways to promote a product, service or brand. Unlike most forms of advertising, you can market email recipients multiple times.
So instead of generating just a single sale, you can generate multiple sales. However, there are several challenges with email marketing, some of which we’re going to discuss in today’s blog post.
Users Unsubscribing to Email Newsletter
One challenge is the potential for users to unsubscribe to your email newsletter. As per the CAN-SPAM Act of 2003, email newsletters must contain a visible, functional unsubscribe link or button.
If a recipient decides they no longer want to receive your emails, they can unsubscribe. To increase your subscriber retention rates, focus on sending relevant, highly targeted emails that your subscribers want to read. Take a look at this post for tips on preventing users from unsubscribing to your email newsletter.
Sending Duplicate Emails to the Same Recipient
Another challenge is the potential for you to send duplicate emails. Recipients who receive the same email multiple times may view it as spam, in which case they’ll click the “mark as spam” button in their email platform.
This action can have disastrous consequences for you as service providers may blacklist your email server’s IP address. When this occurs, your emails will be returned instead of landing in recipients inbox.
Consider using customer relationship management (CRM) software like Infusionsoft to manage your marketing emails. For tips on using Infusionsoft to help manage your customer contacts, take a look at this post.
Are your marketing emails compatible on both desktop computers and mobile devices? If not, you’ll have an uphill battle in trying to convince recipients to purchase your product or service.
The recommended configuration for creating mobile-friendly emails involves the use of responsive design. Responsive design means using a combination of CSS3 media queries and proportion grids to adjust the email automatically to fit the recipient’s device.
Lack of Personalization
A personalized email will have a stronger impact than a generic, non-personalized email. Hopefully, you have some basic information about your recipients and subscribers, such as their name. With this information, you can personalize your emails for a stronger response.
Metrics and Analytics
As with all digital marketing platforms and methods, the success of an email marketing campaign relies heavily on your ability to track its metrics. You need to know what percentage of recipients are opening your emails, how many are clicking on its call-to-action (CTA) and where the recipients live, etc.
Using this information, you can optimize your emails for a stronger response and higher conversion rate. Thankfully, CRM software like Infusionsoft can perform these operations and much more, so don’t blindly send marketing emails without having some analytics tracking set up.
What do you think are the biggest challenges of email marketing? Let us know in the comments section below!