You’ve spent your valuable time crafting emails only for them to end up unread. This is quite a frustrating experience and you’d want to change it against all odds. So, to make your email marketing campaign a success, you’d first have to understand why it fails.
No one will open an email if it is not of any relevance to them. You have to know your audience and what they want so as to be relevant while clearly knowing that no one will be concerned with your emails if they lack customization. Rates have been dropping among email marketers, even those using free email marketing platforms and the reason this is happening is because leads want and desire customized content. People are not ready to labour through total junk that is so bad, whether intended for them or not. Essentially, it is important to at least know something about your leads or audience and what they are really want.
Responsive emails for mobile
Three years ago or so you could have been forgiven for not optimizing email marketing for mobile but not today. In 2013 alone, more than 50 percent of all emails read and opened were opened through mobile devices, a trend that is rising on a daily basis. Your website, emails and newsletters have to respond to this critical change otherwise your leads will continue plummeting. A large part of the population today uses mobile phones to read their emails. If your newsletters are not optimized for small screens like that of Smartphones and Tablets, chances are that you are missing out on a large part of your audience.
The subject of your email is enough to make a person decide whether he should read your email or not. If the subject line is not enticing enough, they will just skip over to the next email. The subject needs to be interesting but it should at the same time not sound like a pitch for sales. Be specific and unique to your business and if you can get personal, it is even better.
This is a great turn off for email recipients. A complex email will often go unread. So make yours easy to absorb such that readers can quickly scan over it and still get the message.
Not too many emails
Do not overstuff your subscribers with emails. 1-4 emails every month should be enough or you could tailor the frequency depending on the relationship with your subscribers. Over-sending emails turns out to be a bother and nuisance to the recipients and they may end up redirecting your emails to spam and at that point you will have lost them for good.
Timing is everything
Bad timing could also be the reason no one ever reads your emails. Study your audience carefully and determine the time that they are likely to check their inbox. This will help increase your open rates.
When you emails end up unread, it is because there is something that you are not doing right. Take some time, re-evaluate your strategy and then make the necessary changes.