Despite the popularity of social media, messaging apps, and other methods of reaching out, email is still very much a top method of communication with some studies claiming that 99% of people with email accounts check their inboxes every single day. With figures like that, it comes as no surprise that digital marketers still consider email marketing as a major component of their overall online marketing mix. But what is a conundrum is that even with email's continued popularity and email marketing efforts still continuing, there's not a lot of success stories with email marketing nowadays. Targets get readjusted every year and ROI projects continue to decrease. Why is there a gap between email use and successful email marketing efforts?
Even millennials and Gen Z consumers say that they prefer getting emails when they receive marketing materials. Thus, we cannot really say that email marketing is dead. So, then, where do things go wrong if the platform is not dead? It must be in the messaging that emails get deleted instead of getting read. So, the manner of the message delivery is not the problem but rather the message and how it is worded.
Are you still using vague subject lines?
Does your email read SPAM?
Is your email poorly designed?
There's a high chance that your email doesn't get clicked because your recipients are bored with the emails they get from you. Even if your subject line is interesting, once they open your email and find out that it's in a template you haven't changed in years, they may not be bothered with reading it even if you offer fresh information. Make sure your email design makes people read through the entire email and not dismiss it. Also, take note that a lot of consumers are already more included to use mobile devices when checking email. Thus, if you aren't using mobile-friendly formats, there's a huge possibility that some users will just click on delete.
Let's see if your business is still employing some email marketing practices that are already dead. Get in touch with us and let us help you improve your email marketing strategy.
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