Perhaps you’re coming out of winter hibernation and noticing that your email results are slumping: open rates and click thrus are down, unsubscribes are up. And your mom hit the SPAM button. See if you recognize these symptoms:
Your email list isn’t true opt-in
You swipe names off business cards at tradeshows, buy affinity lists, or enter customers in contests without gaining permission to send other email.
Your creative is burned out
You send the same emails over and over again with minor changes. Your customers feel SPAMed and drop out.
You don’t have effective landing pages
Your email sends customers to a page in a catalog that is unrelated in design and message to the email, and doesn’t have a response mechanism. This trains them not to click!
Your list is stagnant
Even the best email programs lose subscribers. Email addresses and jobs change, and people just get overwhelmed. Make sure that your acquisition plan replaces subscribers at the rate they’re lost and also factors in your growth objectives.
There is no reason to click thru
Are you giving away the whole story in your email instead of using teasers? Do you provide offers, white papers or real news to entice prospects? If not, don’t expect higher click thru rates.
Your frequency is off
Every list has a frequency it will tolerate. Are you mailing weekly, bi-weekly, monthly? If you increase or decrease the frequency does your response increase?
Poorly designed email
Do you give your customers something to click within the first 300 pixels? Is your email just one big image? Do you have clear and compelling calls to action in text? If not, review best practices and tweak.