Email Marketing Challenges

Email marketing is a great way to boost your brand awareness, drive sales and build relationships. However, as with all marketing efforts, there are occasional potholes along the road to success. Together with MarketingSherpa’s 2012 Email Marketing report, we at Wired Marketing have compiled the top 5 challenges that email marketers face when implementing their campaigns and analysing the results.

These challenges are based on the results of MarketingSherpa’s report which surveyed over 2700 companies, our client’s own experiences, and Wired Marketing’s research. In this article we will look at the 5 biggest email marketing challenges, and the solutions we would suggest employing to overcome them.

Find the right tools - Ideally your email marketing service will offer this kind of system integration. Link your CRM with your email marketing and other software, to create an overall image of the contact.

Use segmentation – By combining your marketing efforts, you can clearly segment contacts based on their behaviour. Keep your buyer persona in mind when you are writing content, and send specific content to those who are engaged and different content to those who are not engaged.

Create content – If you’re sending focused and targeted campaigns you’ll need to send lots of content to engaged contacts. Keep your contacts engaged by sending them content they will appreciate. Look at their first point of contact and relate content to that.

Clean your email list – And continually monitor your email list too. Have a glance over your email lists every few months. Consider removing those addresses who have not engaged (opened or clicked through) in the last 6 months. You may also want to spend some time correcting any spelling errors within your list. For example, if a number of your emails are hard bouncing, take a look at the address. It may be something as simple as @hotmaill.- co.ku or lvie.cmo, which are easy mistakes to make during the sign up process.

Create a double opt-in process - If you have a very low deliverability rate, consider setting up a double opt-in process. Once the user has entered their email address, they will receive a triggered mail which asks them to click a link to confirm the email address is correct. This eliminates the risk of poorly spelt or invalid email addresses from making it onto your list.

Set up a preference centre - By setting up a preference centre, contacts can update their details if they move onto another email client, or are deleting their address. This ensures the information you have is the most up to date. Preference centres also allow contacts change the frequency of their emails, and the type of content they like to read.

Earn your subscribers – Tell your subscribers what’s in it for them. Before a contact signs up to receive your email, clearly states what benefit your emails will be to them. Give them a clear example of the types of emails they are likely to receive and how often. Some companies even ask contacts at the point of subscription to choose the type of content they would like to see. This ensures your contacts are 100% certain of the results of signing up, and are less likely to unsubscribe. Just make sure your emails match your initial description.

Segment your lists - Instead of emailing your whole contact list with the same email, send the right message to the right people. In order to keep subscribers engaged and interested in your emails, you need to provide them with the correct type of content. Segment your list based on their needs and behaviours. Use all the knowledge you have regarding a contact to your advantage.

Test, test, test - There are hundreds of tests that can be conducted as part of your email marketing. Don’t limit your testing to your subject line. Try A/B split tests on landing pages, CTA positioning and friendly from names, and adjust your campaigns following the results. Find out what does and does not appeal to your subscribers.

Read more about marketing challenges and solutions in our Whitepaper:The Top 5 Email Marketing Challenges & Solutions.


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