Digital marketing has changed a lot since the early days of the internet. Organizations didn’t always have access to Facebook, Instagram, mobile apps, and all the other tools that have boomed in popularity over the past few years.
Despite this, email marketing remains extremely effective, even among Millennials. When you utilize email marketing best practices, you can reach customers directly, engaging them in ways that social media ads simply cannot.
That doesn’t mean that your brand will never run into any email marketing challenges. No tool is a “silver bullet” that universally boosts engagement, spreads brand awareness, and increases conversions with no potential difficulties. It’s still essential to understand and incorporate email marketing best practices to enjoy the advantages this strategy offers.
Luckily, by understanding the challenges of email marketing, you can address them one by one and elevate your strategy. Keep the following points in mind, and you’ll avoid the common pitfalls others often fall prey to.
Unclear Goals Can Stop a Campaign in Its Tracks
One of the most common email marketing challenges results when you plan a campaign that has no clear direction. This is something that occurs all too often, as teams formulate outreach plans without fully understanding what it is they hope to achieve.
Simply “building your company” is a vague goal, after all. You need to decide what your specific objectives are before launching a campaign. Doing so makes it easier to tailor your content to a clear purpose.
For instance, maybe a particular email campaign could promote a new line of products. If the end goal is to boost sales, the content of the emails should explain why a customer would want these products, and the CTAs should be designed to boost conversions.
Lack of Personalization Alienates Customers
Did you know that a personalized subject line can boost the open rate of your emails by as much as 50%?
More and more internet users have made it clear that they want marketing content (and digital experiences in general) to be tailored to their specific needs and preferences. Sending out the exact same email to every single person on your subscriber list won’t help you give your customers what they want or overcome one of the greatest challenges of email marketing: getting people to open your email.
Instead, consider following email marketing best practices and segmenting your list into different subgroups. For example, people who’ve signed up for your emails within the past three months might want some “onboarding” material first, while old subscribers won’t have much use for that information.
Or, perhaps your organization sells apparel. An email marketing campaign designed to promote a new line of winter wear probably won’t resonate with customers who live in warm climates.
Take the time to divide your customers into separate groups. One of the advantages of email marketing in this manner is that doing so will make it easier to offer an individualized experience.
High Bounce Rates: One of the Greatest Email Marketing Challenges
Email addresses can “go bad” for many reasons. Maybe someone who signed up for your list used an email address linked to an organization that they no longer belong to, like a university or employer. Perhaps they’ve abandoned an old address in favor of a new one. In some instances, the email provider may no longer exist.
Unfortunately, when a large number of your emails get delivered to unverified addresses, your bounce rate rises. This can result in you wrongly being tagged as a spammer an creating even more email marketing challenges. If too many of your messages go to email addresses that have gone bad, reaching your legitimate customers becomes significantly harder.
That’s why you should always use an email verification tool. It will scan your email lists, flagging addresses that are no longer valid, therefore preventing a high bounce rate.
Failure to Monitor Data Goes Against Email Marketing Best Practices
One of the key advantages of email marketing is the fact that it lets your team monitor the effectiveness of each unique campaign. By analyzing metrics, performing A/B testing, and making adjustments where necessary, your team can optimize its email strategy.
The problem is, sometimes marketers aren’t vigilant about this step in the process. They take the time to develop a strong strategy, but once the campaign has been launched, they assume it’s flawless.
That’s rarely the case. Make sure that analyzing metrics plays an essential role in your approach to email marketing. Doing so allows teams to address problems in existing campaigns, while also creating a way to plan more effective strategies in the future.
The good news is, all of these challenges of email marketing are relatively easy to overcome. Keep these points in mind as you develop a campaign, and you’ll soon understand why marketers continue to hail email as one of the most important parts of any strategy.