How to Overcome Common Challenges with Email Marketing
Posted By admin On May 23, 2016 @ 8:16 pm In Digital Marketing | Comments Disabled
Even though it has been around for a long time, email continues to be an important strategy to digital marketers. Not only does it commonly fetch the best return on investment among all online marketing channels, but it is also among the simplest to design and execute. However, there are a number of hurdles that need to be overcome before an email marketing campaign can be successfully implemented. Marketers, however, do not need to fret since there very simple solutions to the challenges.
According to recent studies, the biggest challenge facing marketers is that getting new subscribers to their emails. This is a radical shift from the earlier year when marketers perceived that their biggest challenge was in getting subscribers to click and open their emails.
It is not a good idea to increase your subscriber base by purchasing subscribers; they will usually have no interest in your products and will not open your emails. It is best to grow your list organically by including a provision for opting-in on the website or by providing a sign-up button on your blog posts. Encouragement may be given by offering incentives like free samples or trials.
Even if marketers manage to acquire a large mailing list with effective and persuasive communication, the problem of getting subscribers to open the emails in their inboxes remains one of the biggest challenges.
Conciseness is also important to recipients; subject lines that are short are easily understood and thus opened more frequently.
Deliverability of emails is a big concern for contemporary digital marketers as spam filters have become more sensitive than before. Even the most compelling of emails cannot fulfill its task if it is consigned to the spam box, where the subscriber would normally never ever see it. Not only does a low deliverability rate translate to a waste of time, effort, and money, but also it can act as a signal to your ISP to block you.
Make it a point to periodically remove recipients that never open your emails, or engage with you on the website. A process of email confirmation also can take care of people filling up incorrect or false email addresses when opting-in.
You are not going to be able to grow your email lists substantially if your acquisition is being constantly eroded by subscribers opting out of your email marketing program.
All efforts taken by marketers to compose emails with crisp subject lines, and relevant content will come to naught if even after opening the emails they are not reading the contents and clicking on the links contained within, and transacting.
Adapting a responsive design for your emails can make them easy to read on mobile devices. You could be a getting a low-click through if recipients are accessing their email on smartphones, and deleting them because they are unreadable, or taking too long to load.
As technology and customer behavior keep on evolving, it is quite likely that email marketers will keep facing newer challenges. However, by studying the problem intensively, solutions can almost always be found, and the success of your email marketing strategy can be preserved.
Samantha Philby is a digital marketing consultant working with GingerDomain.com [1], a specialist provider of online marketing services.
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[1] GingerDomain.com: https://www.gingerdomain.com/
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