7 Reasons Your Emails Aren’t Getting Opened
Email Marketing
Depending on how you manage your emails, it can be either very rewarding, or it can end in failure. Special attention needs to be paid to your open rate, CTR rate, the number of people who unsubscribed from your newsletters, and, of course, ROI.
You have to make sure all of these are being kept in check.
Reasons Why Customers Don’t Open Your Emails
Failure To Segment
Your customers are interested in different subjects, are members of different demographic groups and buy your products for different reasons. These differences have to be taken into account to motivate customers to click on an email rather than the delete or spam-reporting button. Too many businesses take the “throw spaghetti at the wall approach.” They bombard customers with emails in the hope that something sticks. When they should use data to segment email lists and tailor subject lines, teasers and content to the interests of well-defined customer groups.
Lack Of Personalization
People are more likely to open emails that address them by their names and talk about their interests. Emails that have clearly been written for a faceless mass lack emotion and excitement. There are digital online tools like opt-in forms that allow you to capture user details. Businesses can also use email marketing service providers to help personalize their emails.
Boring Subject Lines
It is extremely important how you phrase your subject lines. Subject lines are the first thing that a recipient sees. If they don’t draw their attention, it won’t be read.
It is important that they contain two key elements: what your emails are about and why they are worth opening. Therefore, subject lines that are not recommended are the ones that:
Emails Not Adding Value
Customers don’t need generic marketing from you in their inbox. Customers know where to find you and will keep track on social media or your website. When reaching out proactively through email, think about the value that your communication gives to your customers. Are you sending a personal update related to their purchases or activity? And are you sharing new information that they will be interested in, even if they never make another purchase? Also, are your customers waiting for a specific announcement or promotion that you want to let them know about before telling the rest of the world?
No New News
There are many reasons why people are not opening your emails. Some theories about why they are not opening are that the subject is not catchy or you are not targeting the correct segment, but the biggest offender is repeat emails without breaking or synthesized new news. If you have authentically and ethically obtained your email list, then your subscribers interested in what your product or service offers. You do need to reach out to your base with regularity, but with information that is critical to your industry as it applied to theirs.
Bad Timing
Many modern marketing businesses have customers worldwide. And your email lists can be a cacophony of people from different time zones. It’s crucial that you start to get to grips with when people are most likely to open it. It will be different for every business, so there’s no use relying on marketing’s “old wives’ tales” such as always sending on Tuesdays and Thursdays after 1 p.m. The reality is, you have to use an email tool that can provide you with some sort of analytics functions.
Too Many Emails
When a business sends customers too many digital emails, it makes the customer feel overwhelmed. Soon, it pile up in their inbox and they’re more reluctant than ever to open them. The worst-case scenario is that they frustrate with so many emails and decide to mark it as spam.