Why Your Email Marketing Fails to Convert – Here are the Reasons

  • The content is not relevant to the user
  • Poor quality data.
  • Bad email formatting/design
  • The use of CSS can make the email illegible
  • An UN catchy mail subject
  • No customization of the ‘to’
  • Too many images compared to the text
  • Not enough links to your ‘call to action’
  • Not being clear on the What’s in it For Me? factor for the recipient.
  • Not fulfilling your promise.
  • Poor landing pages for your links which disappoint or confuse the reader can give you terrible conversion even if click-through looks good.
  • Emails that are completely irrelevant to your client’s interests, also not giving them an option to opt-out of your subscription.
  • Emails without a clear header and footer.
  • Don’t over complicate your message. Make it simple, easy to read with sexy content!
  • Segmentation is the key to the success!
  • Failing to prepare means preparing to fail.

Bad timing: 

Just like any other message, your best customer needs to hear your offer at the right time.

Many emails deliver at the wrong time.

Follow your customer’ behaviours.

Saturday and Sunday tend to have the best click-through rate at right around 9%.

6:00 AM has highest rate hour of the day.

Wrong format: 

Do you know how your customer prefer to see your messages? How are they viewing their emails?

Make it easy: Technology is rapidly changing the way we absorb messages. We no longer rely on long, detailed messages in a newspaper, magazine or even on our desktop computers.

Keep email messages simple and “at a glance.”

Recent findings show that over 80% of users read email on mobile devices.

They prefer images to text

Undelivered emails:

Email list with more number of unknown user, will not deliver every email.

Use trusted, validated lists: The best email prospects are those that freely give you their contact information.

Well-maintained, authentic lists result in the best possible delivery and click-through rates.

Unsubscribes and declining interest:

If your unsubscribe rates are increasing and your conversions are decreasing, your message may be off.

Be relevant: Sending a blast to your entire list is the best way to lose your audience. Segment your lists by your target personas’ behaviors and interests. Remember, each target type is different and needs to hear something specific from you. Beyond message, don’t over or under send.

Not readable from smartphones 

An increasing number of people, nowadays, open their emails from their mobile phones. In case one chooses to ignore this fact, chances of his email campaign failing becomes very high. Everything in your mail- images, content and design should be such that it can be opened from any device, even a smartphone.

You’re Mailing From a Personal Account

Let’s just nip this one in the bud. Reputable email marketing providers charge fees to send your messages (though some, like MailChimp, offer extremely affordable or free packages for small accounts). If you’re just starting out on a tight budget, it might be tempting to think, “Forget that cost – I’ll just email my subscribers from my Gmail account.”

Not only is mailing from your personal account the height of unprofessional behaviour, it will backfire. Established email providers know the ins and outs of email deliverability, meaning that messages sent from their platforms are more likely to wind up in your recipients’ inboxes than their spam folders.

After all, your subscribers can’t take action on your message if they don’t see it in the first place!

 You Didn’t Ask for Permission

If you’ve ever been on the receiving end of unasked for email spam yourself, you know how frustrating it can be to have the privacy of your inbox invaded by an anonymous marketer.

The solution to this problem is to move to a double opt-in protocol that requires subscribers to both request access to your list and then confirm that they did, in fact, make the request.

It’s an extra step, but data gathered by MailChimp suggests that double opted-in subscribers have a 75.6% increase in total message opens compared to single opt-in recipients, as well as a 114% increase in clicks.

You’re Sending to Bad Email Addresses

Assuming you’re using a reputable email service provider, sending to bad email addresses (for example, those that subscribers have closed or abandoned), presents two different problems. First, if you’re charged by the number of people on your lists, you’re paying more every time you send a message to your inflated list.

But more importantly, sending messages to too many inactive addresses risks having your account blacklisted by the major email providers, including Google and Yahoo. Consider using a tool like Yesmail or LeadSpend to validate your lists before your next mailing.

You Aren’t Personalizing Your Messages

You know when you log in to your email service provider account and see options like “[first_name_fix]” in your message drafting tools? Get good and comfortable with those features, because they could be some of the most important tools you have for improving the effectiveness of your email marketing campaigns.

Take the following two messages sent by MarketingSherpa to promote an upcoming webinar to its email subscribers:

 You Aren’t Using Email List Segments

The subscribers on your list aren’t a monolith, so why are you sending them all the same message and hoping for the best?

I’m not going to belabour this point. Instead, I’m going to let data gathered by Mail Chimp show you how much better-segmented campaigns perform, compared to their non-segmented counterparts:

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Want to experience click-through rates more than 55% higher than you’re currently experiencing with your unsegmented list? Get started with these email marketing segmentation best practices from Hub Spot.

You Aren’t Mailing Regularly

Think of your email marketing campaigns the way you think about your exercise routine. If you don’t exercise regularly, your muscles shrink and your strength decreases. In the same way, if you aren’t mailing your subscribers regularly, you can kiss the relationship you’ve worked to cultivate good-bye.

When you mail on a regular schedule, recipients become accustomed to seeing your name in their inboxes. This familiarity breeds comfort, which may lead to more positive outcomes for your email initiatives. However, that isn’t to say you need to send multiple messages each day to maintain visibility. Crazy-egg’s suggestions on mailing frequency may offer some guidance on acceptable rates.

You Don’t Have a Call-to-Action (Or You Have Too Many)

Once you’ve got your mailing frequency down, make sure every message you send out provides value for your organization by prompting recipients to take some specific action after reading. This could be anything from downloading a report to clicking through a coupon code link – what’s more important is that you include one single, well-defined call-to-action (CTA).

Few marketers get this important step right, with some forgetting the CTA altogether and others including multiple calls that compete against each other. According to Kristen Craft, director of partnerships at Wistia:

“give people a single CTA, and ideally, give them one that’s super compelling (like watching an awesome video!). A video thumbnail as your CTA is likely to give you 3x the number of click-through (versus any other CTA).”

Your Landing Pages are Bad

Last but not least, consider that issues with your email marketing campaign may not be coming from the messages themselves, but from the landing pages, you’re sending your recipients to upon clicking. If your site’s design isn’t appealing, if your offer isn’t clearly stated, or if your content isn’t helpful, there’s a good chance your conversion rates will suffer.

How can you tell if you’re facing this issue? If the metrics in your email marketing dashboard all look good, but you see a higher-than-expected bounce rate on your landing page, your website content could be at fault for your poor email performance.

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