Email marketing has long been one of the most effective forms of promotion. It’s both affordable, and able to reach huge numbers of people at a time, and offers an unparalleled return on your investment. However, that doesn’t mean that making a success of your email marketing campaigns is easy. There are many challenges that can arise during the course of your email marketing campaigns, and overcoming them will be crucial to ensure that your marketing efforts are effective. Here are just a few of those challenges, and some of the things you can do to overcome them:
Gaining New Subscribers
This is vital to the success of your email marketing campaigns. After all, even the best emails won’t be particularly effective if no one is reading them! However, attracting subscribers that are both interested and engaged in what you’re offering is one of the biggest challenges in email marketing.
Thankfully, attracting new subscribers to your mailing list is, with a little effort on your part, relatively simple. Most websites have a small email sign up box at the bottom of their homepage, but these are not always particularly effective at attracting decent numbers of subscribers. In order to persuade people to join you list, you need to give them something in return. Let them know, clearly and concisely, what the benefits of joining your list are. You could also offer them an incentive, like a small discount or freebie, when they sign up.
Aldo make it very clear what the benefits of their mailing list are on their sign up page:
Improving Open Rates
Once you’ve put together a quality mailing list, your main aim should be to encourage these new subscribers to open your emails. This is another major challenge of email marketing: if no one opens your emails, no one will click through them, and you campaigns won’t make you any money.
In order to persuade your subscribers to open your emails, you should focus on your subject lines. The subject line is the first thing that your subscribers will see, and will let them know whether or not there’s anything within the email that will interest them.
Studies have found that subject lines that contain the recipients name can boost open rates by as much as 20%. Subject lines that contain less than 30 characters have also been found to perform well.
Las Iguanas used personalisation in their recent subject line. The line also suggests that there is an offer contained within the email, which is something the recipient might be interested in:
Avoiding the Spam Filter
Once you’ve put together your perfect marketing email, how can you be sure that your subscribers will even receive it? With customers becoming increasingly savvy and spam filters becoming increasingly sophisticated, actually reaching the inbox has never been more difficult.
There are a number of things you can do to help ensure that your emails won’t get trapped in your customers’ spam filters. Firstly, you should avoid using capital letters, multiple exclamation marks or known spam trigger words in your subject lines. Another tactic is, when someone signs up to your mailing list, send them an email welcoming them. Within this email, you can ask your subscribers to add your email address to their safe senders list. That way, your messages will always end up in their inbox.
Dorothy Perkins send this to their new subscribers:
Despite being relative simple and effective, email marketing does have its own challenges and difficulties. However, by working hard on your messages, and paying attention to your results, these challenges can easily be overcome.