Although marketers can reach customers through a wide range of channels now, email remains the most effective. While the tools are more diverse and widely available, how you use those tools has changed. Investing in a strong email marketing strategy is vital to boost engagement, spreads brand awareness, and increases conversions. By planning and implementing a process, one can never run into any email marketing challenges.
Here are six strategic ways to prevent future mistakes and overcome email marketing challenges more easily –
1. Improving Deliverability
The issue of deliverability is a matter of great worry. The ratio of the emails you have sent versus how many messages make it into the inboxes is drastically less. Sending emails to addresses that are no longer valid doesn’t merely prevent you from reaching old followers, but a high bounce rate could also get you tagged as a spammer. Then reaching your legitimate customers becomes significantly more challenging.
Some solutions are as below –
- Update your email list regularly
- Rethink your email opt-in process
- Keep metrics for such information in your marketing software
- Give contacts the ability to update their information
- Check your list with an email verification tool before sending out any content
- Remove invalid addresses from your list to prevent a high bounce rate
2. Growing and Retaining Subscribers
For many email marketers, pruning inactive subscribers and retaining as active subscribers as possible to make sure your marketing is reaching enough people is exceptionally challenging. Even if the emails are viable, it is unlikely that these random people will engage with your company’s marketing message. One of the best strategies is to use acceptable inbound marketing practices or an agency specializing in optimization to earn your email subscribers.
This step will provide a clear value proposition that answers your key buyer personas’ concerns, provide meaningful product updates, and send special offers that they cannot get elsewhere. Applying a tested approach can produce results in a much shorter time frame. So, check your metrics, learn what messages are working, and continuously evolve and refine your process.
3. Achieving Measurable ROI
Knowing your ROI for your marketing efforts is a challenging process. You must have income associated with investment and have the ability to collect and collate all of your data from your email marketing. If you do not know how your email marketing efforts are influencing your sales process, then you’ll never know just how worthwhile your email marketing efforts are.
To measure your ROI, you will need to set up a closed-loop marketing system where you can track your contacts and their interactions. The other strategy is to create a service level agreement that describes proper lead qualifications to keep track of marketing efforts. Integrate your email data with marketing data systems too.
4. Leveraging Personalization Effectively
An ideal email marketing agency can help clients understand their email marketing challenges and uncover email marketing best practices to mitigate them successfully. Personalized emails are the best strategy to forge new relationships and increase your open email rate tremendously.
To leverage email personalization effectively, you need to –
- Add your recipient’s name to the subject line
- On their birthday send them a personalized wishing mail or a special discount voucher
- Make recommendations based on their past activity or engagement
Such individualized experiences can help to increase loyalty and maintain your subscribers. As consumer demand for personalization is at an all-time high, adopting new email marketing best practices can help overcome one of the most significant email marketing challenges. So, segment your email list into multiple smaller lists and send relevant content to your followers. Thus, you will offer greater personalization and leverage this email marketing best practice to its full potential.
5. Reducing Spam Complaints
One of the most important email marketing challenges is to reduce spam complaints as they are the quickest way for you to unsubscribe rates to increase. To overcome this issue:
- Check your subscription process to see if people can select what they will receive from you.
- Let your subscribers choose what and how they often want to receive your emails.
- Provide your customer inbox with the only relevant content that they wish to receive and, if possible, change your email marketing messaging voice from pushy to helpful approach.
6. Achieving Mobile Optimization
Most emails are read on mobile devices nowadays, so for that purpose, you need to optimize your emails for mobile devices. Remember that small screens don’t always display the full text of subject lines. Therefore, front load your subject lines with essential words to maintain strong open rates and keep your copy short and sweet. Your audience should see every image in the email with proper text formatting and functioning links. Thus, test your emails across multiple devices and get better equipped to increase your leads’ quality, shorten your sales cycle, and gain new customers.
Author Bio
Saumil Shah is the marketing lead at InboxArmy, an innovative email marketing agency that specializes in providing email marketing services from production to deployment. In 2014, the digital marketing bug bit him and he fell in love with helping clients succeed in the digital arena. Saumil Shah has helped clients in various niches grow their businesses and revenue through SEO, content marketing, PPC, email marketing, and lead generation.
