Email marketing continues to be heralded as one of the most effective marketing techniques out there. It’s one of the most customizable marketing strategies available, and can be adapted to fit almost any need in any industry. That’s not to say that it’s always easy, of course, and indeed there are certain challenges that an email marketer will run into at one point or another. In order to best leverage your email marketing potential, it’s important to understand where some of these common challenges lie as well as how you can overcome them. Let’s talk about the five top email marketing challenges.
Sure, your current subscribers are (hopefully!) loyal and enjoy faithfully reading your emails. This isn’t a boon to regard lightly, however the truth is that it’s difficult to grow your email marketing potential if you aren’t attracting any new subscribers. New readers are one of the most important elements of any email campaign, and you might find your efforts stagnating without them. Recent research has shown that attracting new subscribers is the number one challenge facing email marketers.
If you find yourself at a loss for new subscribers, don’t panic! There are things you can do to overcome this issue. The most important is having a clearly defined benefit. What should people subscribe to your email list? What do you offer them that others don’t? Breakdown the benefits of your business for potential subscribers, and be explicit. This will help you grow your list organically rather than purchasing subscribers.
Understanding Your Customer
It’s not always easy living in a world full of numbers. Too much information is almost as detrimental as too little, and it’s easy to become overwhelmed by all of the data coming your way. This, in turn, makes it surprisingly easy to lose focus on the important things about your customers. Don’t lose focus!
To overcome this issue, make sure that you’re utilizing your email marketing service! Whether it’s a company or a piece of software, chances are good that you’ll be able to find the following information about your subscribers:
- Purchase Information
Locate the following data, and use it to help you refine your marketing efforts in order to better appeal to your audience.
Using Your Data
So you understand the importance of having accurate customer data, and you even know where to look for it. Do you know how to effectively use it? This is a big challenge facing many marketers. Simply being in possession of great data isn’t worthwhile if you don’t understand how to utilize it.
One of the best ways to use your data is via a newsletter! Newsletters are fantastic for catching the attention of customers, and it allows you to showcase all of the hard work you’ve been doing. Use the data to determine what kinds of subjects will interest your users the most, and then create newsletters around that content. Remember that you can even tease topics in a newsletter, then release the full pieces via your email marketing campaign.
Another major issue facing email marketers is the content creation process. This can be a tedious activity that many find overwhelming, however it’s one of the most important things you can do as an email marketer. Luckily for you, there are some surefire ways to jumpstart the process and then keep it going throughout the campaign.
First of all, accept that creating content takes time, and plan accordingly. Whether you’re writing articles or asking employees to do so, instead, content creation isn’t something that can be done in the blink of an eye. Allow your employees time to research interesting data and write relevant content for your campaign. Once you have some excellent content, remember that you can always repurpose that information and use it in a new way – turn it into an infographic, use it for your website, or even take information from your website and repurpose it for email marketing. You can also utilize user generated content such as reviews, testimonials, comments, or social media interactions in your campaign. This is probably the most cost-effective way to create trustworthy content.
Avoiding the Dreaded “SPAM” Label
Perhaps one of the most frustrating prospects facing email marketers is the thought that their hard work will all be for naught thanks to the spam filter. Is there anything worse than thinking about all of the hours you’ve put into designing the perfect newsletter, and realizing that almost no one will catch it because it will be delivered right to their spam folder?
To avoid being tossed in the spam folder, there are some common words and phrases to avoid. These include the following:
The plight of an email marketer is not always an easy one, but with the tips above, hopefully you’ll find it a rewarding journey!