01 Oct 2021
Email marketing is a powerful tool that can be used to generate revenue and build relationships with customers. With so many challenges on the horizon, email marketers face an uphill battle in 2021. Email marketing works, but it's also very easy to get very bad results. The biggest challenge is avoiding the pitfalls and using email marketing techniques that really make a difference. Here are the most 7 email marketing challenges in 2021
-Customer expectations: Customers expect personalized and highly relevant content in their inbox. As customer preferences vary widely, it is difficult to create the right context in the email marketing campaigns. The words in the subject line and opening sentence of an email can make or break a campaign (and dramatically increase its open rate).
Data overload: There is so much data about current and potential customers available that it is difficult to find the relevant information. It is challenging for marketing teams with limited resources to keep track of everything and still focus their attention on critical aspects of campaigns.
New competitors: Small innovative companies (with multimillion-dollar funding) can compete with large multinationals because they are less burdened by legacy systems and more willing to experiment with new technologies. Examples include Netflix, Uber, Spotify. Old business models are challenged because customers expect on-demand services; if a service is not available in a certain geographical region or a customer can't find a desired item in the app, he will simply switch to a competitor.
Data security: With recent high-profile data breaches and ongoing mass surveillance, many customers are concerned about their personal data is used by companies. Therefore, it is important that companies become more transparent about how they store their customers' data and that the data is safe from end to end.
Accountability: If a campaign does not reach its target group, it is not always clear what went wrong. It may be unclear how email addresses ended up on the mailing list in the first place, which prevents companies from obtaining permission before adding an email address to their mailing list.
Changing customer preferences: Customers have many choices, so it is important for companies to identify new trends and capitalize on them quickly.
Consumers' short attention span: Consumers expect value for their time, so it is important to get the message across within a few seconds. This requires very succinct content that focuses on the most important points.
Note: Open rates have been in decline in recent years. Some predict that open email rates have already peaked.
Email marketing works, but it's also very easy to get very bad results. The biggest challenge is avoiding the pitfalls and using email marketing techniques that really make a difference.
What are the most common email marketers mistakes with email? Are there any strategies that seem like an easy win but don't work?
There aren't any strategies that work 100% of the time. However, some of the most common mistakes are:
Email marketing is a great way to communicate your business and products/ services to customers. However, it's very easy to get bad results with email - resist the temptation to purchase lists and make sure you segment your list. By taking this approach, you'll get much better results and improve your bottom line. 7 Email Archiving Best Practices
Is there a single metric that marketers should focus on (i.e., ROI)?
The most important metric is how many people open your emails – if they're not opening, then you're doing something wrong, so you need to find out what this is and fix it. However, many people also like to look at click-through rates (CTR) as well as the number of sales driven through email marketing campaigns. To overcome succuse of CTR read this article how to reduce email bounce rate.
There aren't too many mistakes here; the main thing to concentrate on is the results-driven. If they are good, keep doing it; if they're not, then you need to change something.
Marketers should concentrate on what is working and improve on that rather than fixing what isn't - getting customers to open emails is important, but understanding why people aren't opening them can be valuable in improving results.
I think one of the highest-impact uses of email marketing is sending reminders to purchase after someone abandons a cart. A customer may come back and make their purchase, or they may not if they never receive another reminder.
The main challenge is making sure your emails are personalized to the needs of each subscriber. If you're not segmenting, then you're setting yourself up for failure. Build you email list with 100% valid and active email. Use the technology to detect invalid email address.
What elements must marketers consider when developing email campaigns?
If they don't have a focused message strategy, they need to clearly communicate benefits and improve conversions. They will also have to make sure that they are testing, measuring, and optimizing their campaigns all the time.
The most important step is to segment your lists, so you're sending relevant content to each subscriber. If this isn't done, then the chances of getting the emails opened decrease dramatically. The second step is to make sure that each email is personalized – this helps drive the point home and improve the open rate.
One of the most common mistakes is not segmenting their lists before sending out emails that could be received as too pushy or irrelevant by one or more subscribers. It's also a mistake not to personalize emails and try to communicate with each individual in a relevant way.
Make good choices when building your email marketing campaigns by testing, measuring, and optimizing all the time. You can't afford to produce results that don't measure up because you'll end up wasting money.
The most important metric is open rates; if this is high, your email marketing campaigns are working. If it's low or non-existent, you should look at what you're doing and make changes immediately.
You can't grow your email list if people don't want to join it. We've all experienced the spammy signup forms with pop-ups, pop-under, complete unrequested contact information requests before subscription, etc. Many of us have decided to opt-out of these emails rather than succumb to them. If you are hoping to build an email list, make sure your form is something you'd want to join. Provide a great incentive for subscribing and welcome them in a friendly way.
Keep in touch with the people who subscribe to your list! We know...you have a TON of subscribers, so it might seem easier just to mass sending everything. But your subscribers are not receiving your emails because they have nothing better to do -- they signed up because they were looking for information. Even if you send daily digests, be sure to intersperse promotions with educational content, so subscribers don't feel like you're just trying to sell them something every time.
No one wants to receive emails that are badly written or just plain poorly executed. Not only do you risk turning subscribers off with your messages, but the email itself has a greater chance of being marked as spam due to poor design and lack of attention to detail. The language should be simple, clear, and concise - people are busy these days! Many companies have professional writing teams put together their messages. However, a similar task could be assigned to a copywriter or marketing assistant (if you don't have the budget for that). Make sure spelling and grammar are correct and consistent with your brand voice.
Don't let these little things slip by without consequences: missing an email; forgetting to remove someone from a list; leaving out embedded images or links, etc. It all adds up to a less than stellar brand image that is not likely to be seen by your subscribers as professional or reliable...and you definitely don't want to be marked as spam! When you notice mistakes, definitely go back and fix them. Be sure to check spelling, spacing between words, images with alt text descriptions, links, etc.
Nothing screams "I don't know what I'm doing" more than sending out poorly targeted emails to wrong lists. If you're trying to send an email to a list of people in your industry but accidentally use another list--you see the problem. Or if you are expecting something newsworthy to happen on a certain date but forget to send the email until after it's already happened...well, you get the picture.
The best way to avoid this is by carefully and regularly checking your lists (see below for list management tips). If that isn't possible or feasible, set up a task on your calendar to remind you of upcoming events and milestones to send out emails.
The speed of technology is changing the way businesses interact with their consumers. An example is how companies need to evolve their marketing strategies to account for emerging technologies, such as social media and mobile computing. At the same time, changes in customer demographics are shifting buying behavior, which impacts traditional marketing approaches.
Click-through rates (CTR) are reported to be at 0.06% for email marketing, which is down 11% compared to last year. This decrease in CTR and the growing importance of social media and mobile computing require businesses to develop new marketing strategies.
The emergence of Web 3.0 and developments such as semantic search optimization, user-generated content (UGC), and mass customization of products are shifting the way customers make decisions. Customers increasingly use online methods to research products and services, interact with brands and share their opinions through social media. As a result, more customers expect companies to provide access to their information on demand.
For example, companies need to use social media monitoring tools and personalization tools to understand customer preferences and measure feedback. Companies also need to develop and implement comprehensive email marketing strategies that incorporate different communication channels such as SMS, MMS, and social media to reach customers across all their devices. The use of data analytics to understand customer preferences and behavior is also important for companies to develop effective marketing strategies.
As consumers are increasingly using their mobile devices, marketers need to implement multi-platform campaigns that account for multiple screens and different types of content.
Additionally, marketers need to use real-time information to send promotional offers according to customer behavior and preferences. Personalization is key for companies to provide customers with value propositions, especially if they use different devices or have heterogeneous buying patterns. For example, retailers can design personalized product recommendations based on location and past purchases, which is important to engage customers.
Businesses also need to develop a clear understanding of social media and its use as a platform for marketing activities. Also, businesses need to determine the level of investment required from both an organization-wide and campaign-specific standpoint to create effective multi-channel campaigns that integrate social media.
The impact of these email marketing challenges will vary according to the type of company, business size, and industry. However, businesses that focus on integrating digital marketing strategies across different channels can compete in an evolving marketplace where customer behavior is constantly changing.
Article background information [to use as knowledge, not to be copied verbatim]: current marketing challenges - adapt customer behavior and preferences to provide value propositions across platforms that account for different devices and types of content. Develop a clear understanding of social media for integration into campaigns. Determine the level of investment required and how to use social media for marketing activities.
The customer data overload makes it harder to identify the most critical information needed for effective campaigns. If companies do not take advantage of their data, they will lose touch with their customers.
Companies must look into using blockchain technology to manage and process their data in a more efficient way, making it easier for them to organize and secure customer data, especially when it comes to GDPR compliance.
Machine learning algorithms are very powerful, so companies must continuously monitor changes in their environment and innovate quickly.
Some common questions ask yourself when you are going to run a time changing campaign.
During the last few years, my company has expanded its product portfolio and targeted a wider audience. We used Facebook and Google AdWords campaigns for this purpose; however, we had to keep adjusting ads because it was hard to predict which person would click on an ad. For example, we noticed that when we targeted users in Germany, and we advertised a product that we initially developed for US customers, we received many clicks from Asian countries.
What worked well? We used AdWords campaigns to test which target group was most likely to buy our products.
What didn't work so well? The CPCs were rather high because of the competition on Google AdWords.
Advantage of email marketing:
- People who are opted into your email list hear about sales and promotions that may not be advertised elsewhere.
- Customers/clients can purchase items at their own convenience. There is no need to find customer service or wait in line for checkout.
- If they love the business and what they are selling, then they will want to keep receiving emails from them.
- Your marketing strategies are consistent because the company are emailing their subscribers on a regular basis and users can then adjust their buying habits accordingly.
Disadvantage of email marketing:
- People that opt into your list may not be interested in what you're selling. They may even be purchasing items from your competitors. This means that the business might not meet the expectations of their consumers and could potentially lose profit.
- If you are selling an item for $100, then it is possible that your website visitors will leave the page before completing the purchase because there is no urgency to buy.
- Sending email campaigns to users who are not interested in your products can be viewed as spam.
- There is the possibility that customers/clients could unsubscribe from your mailing list if they wish to stop receiving emails.
The advantages outweigh the disadvantages when it comes to sending email marketing messages but businesses must make sure that their
- Constantly monitor your ads; make sure they are relevant.
- Be aware of high CPCs and invest in ads only when there is real revenue potential.
- Make sure that your campaigns reach the right people and avoid spamming.
- Use social media to get to know your customers, buy digital ads on Facebook and Instagram, and monitor what type of content they like.
The most difficult challenge was that the CPCs were very high, even if we targeted only users in Germany. Also, we had to make sure that our ads were relevant and did not annoy our target group.
The most difficult email marketing challenges are to make sure that our campaigns reach the right audience. This includes having a diverse group of individuals, but we also need to segment and send emails with content that suits their individual needs.
What worked well? We try to personalize every campaign. For example, when we send an email about free shipping, we mention the recipient's address to show that we know where he or she lives.
What didn't work so well? It is hard to segment the audience; for example, when we send a campaign about our pet product,, it reaches all of our customers instead of just those who have pets.
It is hard for us to reach our target group because we have such a diverse customer base. We are trying to get to know our customers on social media, but this is still ongoing.
01 Oct 2021
28 Sep 2021