After six years of experience in email marketing, I’ve come to recognise the common challenges which have a way of resurfacing time and time again.
Whilst I can’t provide a ‘quick fix’ solution for any of them (sorry!) I can help you break down each of these challenges. Providing actionable advice, so that they don’t become overwhelming. When paired with patience and a commitment to testing, these tips will help you turn frustration into opportunity.
1. Slow list growth
You may have some great content lined up, carefully crafted and brimming with wit, but if you don’t have anyone to send it to? Well, it’s like performing a stand-up comedy routine in an empty room. Crickets and tumbleweeds.
How can you ensure your email marketing strategy reaches enough people to grow your business? Here are a few ideas:
Optimise Landing Pages: Keep them simple, visually appealing, and highlight the benefits of subscribing. A clear call-to-action and an easy-to-fill opt-in form are essential.
Create Valuable Lead Magnets: Keep your audience’s interests and needs in mind. It could be a toolkit, a cheat sheet, a template, or a video tutorial. Make it actionable and easily consumable.
Leverage Social Media: Your social media platforms are goldmines for growing your email list. Promote your lead magnets, share snippets of your valuable content, and encourage your followers to subscribe.
Guest Blogging and Cross-Promotion: Consider new ways to reach new audiences. Include a call-to-action within your shared content, directing readers to subscribe to your email list for more great insights.
Implement Pop-ups and Opt-in Forms: Capture visitors’ attention at the right moment. Experiment with design, timing, and incentives to maximise conversions.
Offer Exclusive Discounts or Promotions: Everyone loves a good deal! People are more likely to join your list if they feel they’ll get access to special offers and insider perks.
Now, here’s the key; growing your email list has to be an ongoing process. I see so many brands take the initial steps, pop their signup link in a few places and then wait. Hoping people will find them. But you’re naturally losing at least 22% off your email list a year, so you need to be proactive. Actively repeating these processes again and again.
2. Personalisation
One of the primary reasons people struggle with email personalisation is the fear of getting it wrong. They worry about misspelling a name or making an embarrassing blunder in their attempts to create a tailored experience. After all, no one wants to receive an email that addresses them as “Dear [Insert Name Here].”
However, it’s crucial to remember that personalisation is not about flawless execution every time; it’s about making genuine connections.
Your subscribers will understand if mistakes happen, and they’ll appreciate the effort you put into personalising their experience.
To overcome this hesitation and excel at personalisation, focus on collecting the right data. Ask for your subscribers’ names during the sign-up process and perhaps inquire about their preferences or interests. Build a robust customer profile, allowing you to tailor your messages based on their unique characteristics.
Then, leverage the power of segmentation. Segment your subscribers into smaller groups based on demographics, purchase history, or engagement levels. Craft targeted messages that resonate with each segment. By sending relevant content to the right people at the right time, you’ll be well on your way to personalisation success.
3. Delivering engaging messages
To deliver engaging content, you must start by identifying your goal. If you don’t know the “why” behind your email, how do you expect the receiver to understand it?
What do you want to achieve with your emails? Is it to educate, entertain, or promote a product? Having a crystal-clear objective will guide your content creation process and help you craft emails that resonate with your audience.
Once you have your goal in mind, consistency becomes paramount. Your content, subject lines, and calls to action should all work harmoniously towards achieving that goal. They should be aligned with your brand’s voice and style, creating a cohesive experience for your subscribers.
Secondly, try to include an element of storytelling. Humans have an innate love for stories, and leveraging this power in your emails can captivate your audience. Share relatable anecdotes, case studies, or customer success stories that illustrate the value of your offerings.
Finally, analyse and learn from your data. Dive into the metrics to understand which types of content resonate best with your audience. Monitor open rates, click-through rates, and conversions to identify patterns and refine your approach.
4. Getting clicks
One of the main reasons people struggle to get clicks is overwhelming competition. Our inboxes are inundated with emails, all vying for our attention.
Luckily there are ways to rise above the noise and captivate your audience:
Start by crafting irresistible subject lines. Keep them concise, engaging, and curiosity-inducing. Experiment with humour, personalisation, or intriguing questions that make your subscribers curious.
Focus on delivering valuable and relevant content. Provide informative articles, how-to guides, or exclusive offers that address your readers needs and desires.
Optimise your email design and layout for enhanced clickability. Use clear and interesting calls-to-action that guide your readers to take the desired action. Make your buttons or links bold. Experiment with different placements, colours, and wording to discover what resonates best with your audience.
Remember, every challenge you encounter is a chance to innovate, refine, and reach higher levels of success with your email marketing.
About Vicky Smith - email consultant, strategist & copywriter
at Flic Email
