Email marketing is often touted as one of the most efficient and cost-effective ways to reach a massive audience. While this is true in many ways, all of this is obsolete if you can’t use it properly.

Having email marketing failing for no apparent reason can be devastating, and it can discourage you from using it. But email marketing is a tested and true technique, and if you’re failing and you know it isn’t about your product, then chances are you need to take a look in the mirror. Let’s take a look at some of the possible reasons why your email marketing campaign might be failing.

You’re Using the Wrong Tool

First of all, the tool that you use could make a huge difference on so many levels. For instance, did you know that the platform will have a major impact on whether your emails risk getting intercepted or not?

Yes, depending on the service you pick, some might use dedicated IP addresses to make sure that you don’t send from a blacklisted IP, while others have a poorer reputation with email providers, which will translate into a number of emails ending up in spam boxes.

A lot of people may be torn between using Sendinblue or MailChimp for instance, but PieSync has taken the time to review both against each other and found out that MailChimp did a lot better than Sendinblue when it came to deliverability. Not only that, but they also discuss things like integrations and which one of the two tools is better when it comes to analytics, which could help you get a better idea of which emails are actually being read by your audience.

No Clear Call to Action

Each and every one of your emails should have a clear goal and intention. Without a call to action, your readers will have no direction at the end of the message, which won’t do much for your goals. It might not necessarily be to sell, but it has to be some sort of action.

Either you want them to check out your latest blog, book an appointment, or come for a free trial, and then it has to be front and center and easy to see. Even a single “call today” is better than nothing. As a matter of fact, one study by Wordstream found that adding one single call to action could boost your clicks by 371% and your sales by a staggering 1617%. So, if you aren’t adding calls to action to your message, you are losing both time and possible sales.

You’re Making it Too Much About You

You don’t want to bother your audience to let them know that you opened a new location nowhere near where they live, or that Jeff at sales just got a new dog. You want to make the emails about the client first and foremost, from the headline to the message. They won’t open your emails if there isn’t anything for them, and if you overpromise and underdeliver, prepare not only for your emails to fall flat but for your unsubscribe rates to go soaring.

Speaking of headlines, how are they looking? Are they just vague cookie-cutter headlines, or do they fill your readers with an uncontrollable urge to click? The main difference between the two is not simply in the hook words and formatting; it’s the promise behind the headline.

If you can convince them that what you have to offer is important and allow them to benefit today, chances are a good portion will click. This will also depend on how consistent you were in the past in delivering. This is why you should use these types of emails in moderation, and use them when you have something that’s actually good to offer. This way, they’ll have much more of an impact every time.

Too Many Irrelevant Emails

If you have a wide variety of clients or offer services to widely different clientele and you are not segmenting your list properly, chances are many of them are getting irrelevant messages. For instance, if you have a dental clinic and offer both prosthetics, cosmetic procedures, and teeth whitening, you can see how those target completely different audiences.

On the other hand, sending highly targeted and personalized follow-ups to people who just got their teeth whitened could get you much greater results. People who came in for prosthetics probably don’t want to hear about cosmetic procedures either, so personalization will allow you to not bother them, and make each message count more.

These are a few examples of why so many email marketing campaigns don’t work. If you have committed or are committing any of these mistakes in your campaigns, we suggest you stop immediately and come up with a new plan.

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A lifetime serial entrepreneur, mentor, advisor, and investor. Obsessed with the infinite realm of possibility in the digital transformation of the world, digital media, marketing and the blockchain.