In this article, we are going to look at the 7 challenges of email marketing every marketer must know in order to help them know how best to use email marketing.
It is unfortunate that so many people think that email marketing does not work again, especially in this social media age.
For that reason, lots of marketers are switching to influencer marketing since they think email marketing is no longer relevant as it used to be when it first began.
And embarking on research to discover the authenticity of this claim I discovered that, these marketers are faced with lots of challenges when trying to use email marketing to achieve their business goals.
As one of those marketers who believe that email marketing will continue to work, I have written this article to address the 6 challenges of email marketing I’ve been able to spot.
What are the challenges of email marketing?
Like every other marketing medium, email marketing has its own challenges. And understanding these challenges is what is going to help marketers achieve all the goals they have in using email marketing to enhance their business.
Without much ado, below are the 7 challenges of email marketing every marketer must know.
- Getting people to subscribe to your email lists.
- Lability to deliver relevant and compelling content.
- Knowing how many emails to send from time to time.
- Subscriber engagement declines over time.
- Integrating ESP response data.
- Email delivery.
- How your emails are displayed on clients’ devices.
1. Getting people to subscribe to your email lists.
In order to send emails to people legally, they must free willingly subscribe to your email lists.
It is very risky to buy an email list and use it in a campaign as this can be detected by your ESP and lead to your being penalized. Or your emails may just end up in the spam filters of your intended recipients.
It is therefore critical to build an email list organically, and as a matter of fact, this is going to take a long period of time.
The easiest way to do this is to create relevant content, optimize them for SEO and drive organic traffic to your blog or site.
Once you have the right amount of traffic coming to your blog or site, it will be easier to gain more subscribers to your email list every other day.
2. Inability to deliver relevant and compelling content.
What’s the use of sending too many emails to your subscribers if it does not add any value to their lives or address their current needs?
So many marketers make the mistake of sending emails that compels their subscribers to buy their products without giving them the reasons why they should buy those products or even how to use them.
Before you can get someone to buy and use a product, you must be able to convince that person that the product is going g to solve their present problems or meet up with their present needs.
And the only way you can do this is to draft content that tends to review that product and then add a call-to-action or link that will direct your prospects to the purchase page.
I believe that if your content is not adding any value to a subscriber, he or she is likely going to either stop opening your emails or unsubscribe to your email lists.
To this end, one of the challenges marketers are facing when using email marketing is the inability to deliver relevant and compelling content to most especially their prospects.
3. Knowing how many emails to send from time to time.
Sending emails too often is going to make them end up in the spam filters of your email subscribers.
And most people never get to read any email from their spam, they always end up deleting or ignoring them.
Even if it’s relevant and compelling content you are creating on a daily basis, it is not advisable to send them to all your subscribers on a daily basis.
Unless you are using segmentation to group your subscribers based on the content that compelled them to subscribe. You can send those contents to the segmented groups as you write them every day.
4. Subscriber engagement declines over time.
Email subscribers are likely going to engage with emails the first time they subscribe, but as time goes by their interest will begin to decline.
This usually happens because the emails the recipient is receiving do not correspond to the interest that compelled him to subscribe.
If you are a marketer that has diverse products to sell, you must aim to understand the product that aligns with the content that compelled someone to subscribe to your email list.
And use that feedback to segment your email subscribers and in so doing understand the kind of content you will be sending to each of them.
Marketers must therefore be able to assess current levels of their subscriber’s engagement and use that to develop strategies that will help maintain engagement through time. You can test segmentations and use personalized content to achieve this.
5. Integrating ESP response data.
Integrating Email Service Provider (ESP) response data with information you receive from a CRM database is commonplace, but robust data conventions are necessary.
For instance, you can standardize the names you are using for different fields, and develop solid processes for syncing data and handling conflicts.
6. Email delivery.
How emails are delivered to recipients has always been one of the challenges of email marketing ever since its inception.
Emails are consistently delivered through different ISPs, spam filters, or corporate firewalls?
Spam filters have been around over time, but new techniques are upcoming from big webmail clients, and some of them look at past interactions and engagements to determine where to place the emails.
For this reason, email marketers should try to measure inbox delivery rates and identify which methods are best for improving their deliverability.
7. How your emails are displayed on clients’ devices.
With the advent of mobile devices and apps where most email recipients will get to view their emails, there arises the challenge of how your emails are displayed on your client’s devices.
If your customer or recipient is using a mobile device that restricts them from opening your emails, there is no way they are going to engage with it.