How to Solve Your Biggest Problems with Email Marketing

Oct 15, 2018 | Digital, Web Services

There are plenty of problems in this world. Your email marketing strategy shouldn’t be one of them.

Does email marketing have you at your wits end? Are you frustrated with your email marketing strategy? You’re not alone. Here are some of the most common problems with email marketing – and how to solve them effectively.

Problem: My email marketing list isn’t expanding.

Answer: Lead generation forms are your best friend. These forms can be found in pop up forms and at various places around your webpage. To capture information, make sure you’re asking for the visitor’s name and email address, as well as any other relevant information. Then, send emails to promote your website or business!

Pop-up forms are your go-to tool for email marketing in 2018. These forms appear when the visitor interacts with your website – a pop-up form might appear on the landing page, when a visitor attempts to leave a page, or when they spend a certain amount of time on a page.

They give the user the opportunity to give you their information before continuing to the rest of your website. Try out an offer on your pop up form like giving a customer a discount off their next purchase in exchange for signing up for emails.

Problem: My marketing emails aren’t getting attention on smartphones.

Answer: In a world where mobile is no longer optional, optimizing your emails for smartphones can make or break your email marketing strategy.

Here are some sobering statistics about mobile email marketing:

  • Mobile comes first: 27% of users use only a smartphone, which is two times as many people who use only a desktop computer
  • Mobile users check their emails three times as often as desktop users
  • 71% of smartphone users utilize an email app on their device

Your emails should be accessible on smartphones. This means that the most important content of your email should be at the top of the screen to compel the receiver to scroll through the rest of the email. Even better, optimize your emails so the receiver doesn’t have to scroll through the email at all, and all of the content is presented cleanly at once on the screen.

Problem: My email marketing content isn’t connecting with my subscribers.

Answer: Test, test, test. You never know if something is going to work until you try it! This is where A/B tests are effective in gaining insight into what clicks with customers – so they’ll click to your website in return. An A/B test compares two versions of an email to see which one performs better by showing two variants to two groups of similar email readers.

What can you test? Everything! But the most important aspects of email are what you should focus on primarily. The subject line is a great example because it’s the first thing the receiver reads: to test what type of subject line reels your customers in, send emails with identical content but two subject lines.

For example, one subject line could go to half of your list and the other subject line to the other half. Then, track the open, click-through, and conversion rates of each to see which subject line works better!

Continue to test what type of content speaks most to your email list. A/B test pictures, copy, colors, and links to refine your technique and further connect with your subscribers!

Problem: My email marketing isn’t driving enough conversions.

Answer: Ask yourself, “what’s the value of my email?” Or, “how is this email valuable to my subscribers?” Are you giving your subscribers a discount off their next purchase, letting them know about new website content, or promoting your website or business’s message? Make sure your content is relevant, timely, and applicable to your call to action.

For example, if your clothing store is having a sale, a “shop now” button at the top of the email is more effective to driving conversions to your website than discussing something unrelated to the sale. Or, is your website or business retargeting potential visitors? Know how to target your intended audience so they go from “window shoppers” to making active conversions.

Still stumped on where your email marketing strategy is going south? Gavin is here to aid you in your email marketing needs. Let’s talk.