Why Are Your Marketing Emails Getting Deleted?
Email marketing is one of the easiest ways to get a positive return on your marketing investment. It is not magic, however, so you still need to follow a few guidelines if you want to be successful. If you are not getting enough response from your messages, see if you are making one of these common mistakes.
1. It’s Not You. It’s Me.
As much as your customers might love your business, they do not want to receive lengthy emails about how great you are. When people are reading through email offers, they are thinking about whether or not you will make their lives easier or better in some way. Believe it or not, hearing about all the awards you have won isn’t making anyone’s life easier. Instead, let your customers know that you understand what they need and offer solutions rather than sales.
2. You Talk Too Much
Keep your marketing emails quick, simple, and to-the-point. Statistic Brain says that the average attention span in 2015 is a whopping 8.25 seconds. In those 8 seconds (and it is probably less for an email), people are going to quickly scan the text to see if there’s anything relevant. If something catches their eye, they may devote another 8 seconds to your message. If not, it is headed for the bit bucket.
Make the intent of your message clear and big and easy to find immediately. Cut right to the chase and don’t try to impress anyone with fancy words or blinky graphics. Instead, create an offer that cannot be refused, and send it on its merry way.
3. You Forgot the Call to Action
Being informative and helpful is a great thing, and it is an important part of any marketing strategy. On the other hand, the purpose of marketing is to gain more customers and to make loyal customers out of one-time buyers. If you send an informative email, but don’t let the reader know what you want them to do next, they’ll probably delete the message and move on—even if your content was strong.
Your call-to-action does not have to be a direct pitch; often, they can point to more content or a download to help move the recipient down the sales funnel. Think about the message you are sending and who you are sending it to. What should their next step be? Are they ready to buy or do they need a bit more coaxing? Whatever the answer is, make sure you spell it out and provide an action to take.