Why 75% of Your Marketing Emails Are Never Read
So you’ve designed an email marketing campaign, written the emails, and sent them to your list. The only problem is that nobody (or perhaps a small portion of your target audience) is reading your emails. What’s going on? Should you abandon your efforts entirely? Before you give up, keep in mind that email is still an effective means for company leaders to engage with their clients. It’s just not as urgent for individuals to read or respond to emails as it once was, especially when they receive so many each day.
Here are some probable reasons why your clients aren’t reading your emails, and some suggestions on how to fix it.
They May Be Overburdened With Emails
Most people with email addresses will tell you they just receive too many emails. From subscriptions, to appointment reminders, to notes from loved ones, business emails may easily get lost in the shuffle. Customers may trash your emails during an inbox cleaning spree without even bothering to see who gave them all of the promotions (fighting for their attention).
In a poll of 500 people, 56 percent said they receive 25 to 49 emails every day, while 74 percent said they open and read 10 or fewer. This implies that these same people receive 15 to 39 emails every day that they don't even read.
Your Emails Are Routed to an Infrequently Used Address or Folder
People may be missing your emails simply because you are sending them to the incorrect (or seldom checked) email address. Approximately 62 percent of survey respondents have one email address that they solely use for promotional emails that they don’t check as frequently. If you send your sales emails to a non-primary account, it will be more difficult to convince them to open your email, let alone read about the value that your company provides.
You Have an Old Email List
In email marketing, there is a natural “churn” of people unsubscribing from your list for various reasons. However, allowing your email list to lie dormant might result in high bounces rates (when emails are not delivered to their intended recipients). If your bounce rate exceeds 2%, your customers’ servers may begin labeling your emails as spam or “blacklisting” them. If this happens, it makes it even more difficult to get subscribers.
You Didn’t Segment Your Audience
If you simply send email blasts to a huge list, you may send material that is useful to one group but not so much to another. However, proper segmentation may help you boost open rates, engage readers and generate income while ensuring your content is appropriate to each category of your audience.
You may send the same general campaign to several segments while testing variants to determine which version receives the most opens and "click-throughs." For example, depending on the segments’ involvement with your previous emails, your subject line may change. To a less involved section, you might send an email with the subject line “we miss your presence!” While to a more engaged group, you could send an email with the subject line “Thank You So Much for Your Support!”
Some Ways to Improve Your Email Content
- Address the issues that your readers are facing and give solutions to solve them. This can include free advice or a high quality product or service.
- Automate your welcome email so that it's sent out right away to everyone who subscribes to your list.
- Consistently send emails with clear context that is useful and relevant to your audience (for example, once a month).
You may start breaking through the inbox congestion and getting improved open rates by following these recommendations. As more engaged subscribers read your helpful, relevant information, they will grow to know you better and will be more likely to turn to your business when they are ready to purchase.
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