You can have a successful brand, with a catchy, clever email campaign and still get less than decent results. Many email marketers focus only on the actual message and content, which should be the primary focus but not the only one. There are many other non-email message factors that can influence the success of your campaign. It is very important to establish a good routine filled with some of the best practices and techniques you know and to constantly adjust and optimize to receive the very best results. Here are some non-message related problems you may be running into.
1. Too complicated to sign up.
Signing up does not need to be tedious. A visitor to your website might be interested in receiving emails but after seeing a long form that might take a while to complete, they may decide against it. Don’t ask for too much information from the get go. It is important to build trust and then ask for more information. Only ask for relevant, immediately necessary information and later you can ask the recipient to update their information and preferences in a user profile type setting. Be certain the user knows why you are collecting the information and what you plan to do with it.
2. The potential recipients don’t clearly see the value in signing up.
People will generally give you information if they feel it is for a worthy reason. You have to be clear and upfront as to why your email program is valuable to them. It may hold value in that it is a way you send coupons and notice of sales or it could be valuable educationally if you send out articles or whitepapers that are relevant to something they are interested in. People are more willing to give a little information and time if they know they will be receiving something valuable to them.
3. Timing and content is inconsistent.
The most successful marketing campaigns are consistent. If your sending is erratic it could be annoying to the recipient or they may just forget about you. You also need to send when and what you initially said you would. If they signed up for a weekly newsletter, send them a weekly newsletter and not a daily coupon.
Spam has made internet users very aware of privacy issues and policies. People want to know their information is safe and secure and they want to know where you stand on their privacy concerns. You need to make sure they know you are a legitimate business and that their personal information is safe with you. And you must follow through on your promises.