If your email marketing doesn’t make money, then your content strategy may be to blame.
Here are 5 common reasons that emails fail to engage, convert, and sell:
5 Reasons Your Email Marketing Doesn’t Make Money
1. Your content is boring
The Problem: Boring content kills … it kills conversion rates, engagement, interest, and sales.
The Cause: Businesses tend to distribute bland, boring content because it seems safer than the alternative.
The Fix: Dare to say no to boring content. Jump off the high dive, be creative, and take a stand for something. Some may turn away, but others will become more loyal.
2. Your message isn’t relevant
The Problem: The wrong message is being delivered to the wrong audience.
The Cause: Not knowing the audience well enough.
The Fix: Surveys and polls can give some insight. But to truly know what customers want, test marketing campaigns – because people say one thing with their mouths, but vote with their dollars.
3. Your emails offer no value
The Problem: People are self-interested — they only engage with a marketing program because they get value from it.
The Cause: Businesses aren’t publishing anything useful. News about the company, for instance, offers no value to the average customer.
The Fix: Provide information, entertainment, infotainment, discounts, etc. Deliver value and people will respond.
4. The emails have the wrong content-to-offer ratio
The Problem: Emails contain too much content or too much promotion.
The Cause: Too much promotion and they get turned off. Too much content and they aren’t buying.
The Fix: Test ratios until you find one that maximizes engagement and minimizes drop-off. The 80/20 rule is a good place to start. Of course, hardcore email marketers advocate constant, ongoing promotion.
5. Your audience isn’t segmented
The Problem: It’s impossible to get too specific with marketing, because you’ll begin to alienate certain portions of the audience.
The Cause: The email audience isn’t being segmented.
The Fix: Split the audience based on customer type – interests, needs, etc. This way, you can offer more targeted marketing messages that speak directly to that segment.
Conclusion: Be Relevant … And Less Boring
Take risks, be more interesting, and dive a little deeper into your email metrics…
If your email marketing doesn’t make money, find out what your customers really want.
Afraid of losing list members?
Chances are, if you alienate some people, they were never really that loyal (or valuable) in the first place.
You should constantly be refining your list and focusing on the 20% that bring you the most profit.
What do you think about this article?
Does your experience differ? Or do you agree?
If you have opinions or questions about today’s article, let me know what you think.