why does email marketing fail sometimes?
TRANSCRIPT
Why Does Email Marketing Fail
Sometimes?
Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
The reason why some businesses fail to run a successful email marketing campaign is not so much because of the lack of resources or the limitations of e-marketing, but more often so because they fail to plan and execute their campaigns properly.
With tools like Google Analytics, amassing data has become very easy; but the key to business intelligence still remains in asking the right questions at the right time and then analyzing that data to derive value.
Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
Which is why we want to focus on some common mistakes that marketers make while designing an email campaign.
Here are a fewof them…
Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
Focusing only on Conversionso While conversions do matter, they
don’t happen on their own. They are made to happen, through engaging copywriting, appealing design and tailor made offers.
o Right from the email subject, the sender’s name, the colors used and the links; everything contributes to these conversions.
o If you are not converting enough, the solution is not to try harder doing the same thing over and over again; but to look under the hood at what is probably turning off those potential buyers.
o You also need an ESP who can track conversions for you and advice you on best practices!
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o Scarcity and exclusivity tend to always work for all kinds of marketing campaigns.
o Time and again good marketers have demonstrated the effectiveness of being focused. Just talk about ONE ‘super-tempting offer’ that would catch the attention of your subscriber.
Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
o Sometimes businesses tend to include dozens of offers in the campaign; this serves only to distract the user.
o Also avoid offering multiple deals together or creating offers that last forever as that does not incentivize the end user!
Not Being Exclusive
Not making granular changeso When it comes to changing the campaign,
companies prefer to scrap all of the previous emails and start anew. Don’t do this unless you want to remain clueless about what went wrong.
o A good way of testing is to make a single, measurable change (maybe link placement or layout) and then test it.
o By the time you are through, you’d know where you were going wrong and what changes helped you. This will ensure that future campaigns will perform better.
Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
We hope these pointers were useful and will help you plan and execute campaigns that will be more impactful and successful!
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Check out our other presentations for more tips & resources!