Email marketing is perhaps one of the most vital mediums of digital marketing. Despite having other technologies such as social media and mobile applications on our site, email has still managed to retain its importance in communicating with clients and prospects. Email marketing might seem like an easy task but is in no way free from its own set of challenges. It is much more than just sending bulk emails to your list of subscribers. Without a doubt, it is useful, but it can come with some unique complexities. Understanding your audience is critical in overcoming these complexities, and once you do, you can take actionable steps to fix the problems.
Here we have curated a list of some significant email marketing challenges that you may cross paths with top tips on overcoming.
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Integration of Email Data with Other Systems
Marketers are usually keen on accessing as much data as possible for creating quality marketing content. This content is aimed at drawing more customers to their brand and giving them a positive online experience. For this, they resort to integrating data from varied sources and optimizing their content to create better leads. Opt for a good data integration tool that helps collate useful data from the email marketing process. These reports can be beneficial in helping you come up with future decisions.
Identifying varying customer segments can also come in handy in creating high-quality personalized content for individual elements. You can also create buyer personas to reach out to these segments with messages targeted to them. The compilation of marketing data leads to producing premium content, which means that once you identify what your customers need, you can then design the appropriate content for them, which can boost your conversion rates and, in turn, revenue.
Acquiring and upkeeping accurate data for contacts is crucial for email deliverability. Deliverability rate is the ratio of the emails sent and how many out of those emails reach the intended receivers’ inboxes. It will be incorrect to assume that all emails sent will match the right inbox. Bounce is the email’s event failing to reach an inbox and is divided further into two types, soft bounce, and hard bounce. Soft bounces are temporary errors caused by full inboxes, whereas hard bounces are more permanent, caused mainly due to the non-existence of the email.
Not only a low deliverability rate wastes precious time, effort, and money, but also there is a chance that you might get blocked by your internet service provider.
Updating your email contacts regularly by deleting inactive contacts can help maintain good email hygiene. You can also make the users type their email twice while signing up to avoid typing errors. You must also leave room for customers to report and change their email address whenever they want to in case they are switching addresses.
Increasing and Retaining Subscribers
For any white label email marketing agency, this can be a challenging process. Removing inactive members from your email lists can be a good thing, but it is also equally important to retain active customers to ensure that your marketing has a high reach. To increase their sales, some marketers might resort to spamming people on a purchased email list without finding out if they are interested in their product at all. This practice can often be very counterproductive because it can make people unsubscribe from your emails. Earning your subscribers instead of buying them can help you.
You can achieve it by creating a value proposition when they initially sign up for emails and then sending them messages relevant to their buyer personas. Finally, you can optimize your content and refine your process according to the metrics.
Attaining Measurable ROI
Know the ROI for all the marketing efforts you have put in. All this is dependent on how well you can collate your data from email marketing. Consider setting up a closed-loop marketing system to verify your ROI. This system can track user interactions right from the first visit to their final conversion.
Optimizing your Funnel Using Email
As we have already established, email is a crucial part of a company’s sales strategy. Employing better practices to make email more accountable for the sales funnel is an art. For instance, you can engage a new lead by an automated email that can collect more information about them. Then your company can use this information to place them in the market segmentation. This approach can boost your close rates significantly, and the lead will no longer have to sit and wait for the contact.
Saumil Shah is the marketing lead at InboxArmy, an innovative email marketing agency that specializes in providing best email marketing services from production to deployment. In 2014, the digital marketing bug bit him and he fell in love with helping clients succeed in the digital arena. Saumil Shah has helped clients in various niches grow their businesses and revenue through SEO, content marketing, PPC, email marketing, and lead generation.