I could not stand on the table even once.
That’s how my beginnings with surfing were.
Yes, I was angry with the table. And the anger lasted me the whole day.
More than once I was tempted to throw it away.
But the fault was not the table, but my lack of experience and not knowing the technique.
What does this have to do with you and with email marketing?
A lot. Very much.
Because in the case of email marketing, the problem is not the tool.
The real reason why your email marketing strategy wafts everywhere is another.
And while you waste time complaining that your sales campaigns do not sell, you keep stumbling over the same stones over and over again.
As it happened to me with surfing.
In the end, you get frustrated, you disappoint and you become disenchanted.
“Email marketing is useless!”
Mmm … Are you sure?
I bet you have fallen into one (or several) of the most frequent mistakes that are made when applying email marketing.
Did we check it?
7 reasons why your email marketing strategy have no effect on your subscribers
1. YOU DO NOT HAVE A STRATEGY AT ALL
Email marketing is not about sending crazy emails to all the contacts on your list.
To be effective, you NEED to define a concrete email marketing strategy first. And that strategy should include, among other things:
- The exact profile of your ideal client.
- The objectives you pursue with email marketing.
- The frequency of publication of your emails.
- Scorecard to measure results and act accordingly.
Think about it for a moment.
If you do not know what your subscribers need and expect from you, how are you going to give them value? How do you intend to help them?
If you do not define objectives, what is the purpose of the emails you send?
If you are not constant in the shipment, do you really expect them to remember you with the number of emails that compete with yours in the inbox?
This is just an appetizer.
The important thing is that you stay with this idea:
Without an effective Email Marketing strategy, your business strategy will go to waste because you will not be able to sell.
2. YOU HAVE DIFFICULTY TRANSMITTING THE BENEFITS OF WHAT YOU OFFER
This mistake is dramatic.
After working hundreds of hours to create a service or course of extraordinary value, when the moment of truth arrives and you tell your subscribers … nobody buys it!
Well, maybe somebody loses, but certainly, nothing compared to the success you had imagined.
Because you have limited yourself to describe the offer. You have focused on the features and have put aside the benefits.
How will you change your life? What will they achieve with what you offer? That’s where you have to put the focus.
3. YOUR AFFAIRS LEAVE ANYONE INDIFFERENT
Small but bully, as my grandmother would say. This is the subject of an email.
And it’s true.
Less than 100 characters are responsible for your subscriber to click and read the content or send it directly to the trash.
You may have written a sensational email, but if the matter does not arouse any interest and does not open … all the effort will not have served at all.
Your affairs should generate enough curiosity to want to know more. They should leave honey on their lips to motivate them to know what awaits them on the other side if they click.
4. YOU SPEAK TO REASON AND FORGET THE HEART
Hello … Blah, blah, blah … Blah, blah, blah … A hug.
This is what your subscribers interpret when they open your emails.
You have managed to cross the wall of the subject and when they meet the mail body, what do you read? A message without substance.
And notice that I do not talk about the length (although it tries to be brief because long emails are not usually read until the end), but of verbiage.
Do not misunderstand. I know you’re a crack in yours, but your emails are directed to the reason instead of the heart.
That is lack of empathy and persuasion.
Nobody likes to be sold, but we all like to buy.
If you think about it there is a nuance of difference between being sold and wanting to buy. Well, that nuance is the difference between talking to the rational part of the emotions.
Do you remember that before we talked about transmitting the benefits, the results and the transforming power?
In order for your emails to be successful, they must connect with the emotions of the readers and reach those pain points from which they want to be released and for which your offer is the solution.
And this, how is it done?
Applying copywriting and storytelling techniques in your texts.
Stories easily connect with emotions and overcome the objections of the conscious mind.
5. YOU ARE MORE WEATHER VANE THAN LOYALTIES IN GAME OF THRONES
The same you send 4 emails in a week that do not appear in the inbox in 2 months.
So your subscribers do not know what to expect with you. And, in case you do not know, the lack of constancy has 2 dramatic consequences:
- You can not build a true relationship with your subscribers.
- You do not generate confidence.
Email marketing has some math. In this case, the equation is easy:
Lack of constancy + Lack of confidence + Lack of relationship = Total absence of sales
6. YOU LEAVE YOUR SUBSCRIBERS WITHOUT KNOWING WHAT TO DO
They open the mail, they read it until the end and … now what?
You have not given any indication of what to do next!
Not a button, not a “click here”, “discover whatever” … Nothing!
Do you think that people will spend a single second to find out what the fuck you want them to do or where they should go?
A good sales email MUST include a call to concrete action that makes clear what the next step is.
Without this element, your readers stop reading and put “something else, butterfly”. The attention and time are expensive and for not including calls to action, you do not take advantage of your sales opportunities.
7. YOU JUST WAIT
While you check every day that your email marketing campaigns do not work, you convince yourself that it is a matter of time before the results arrive.
But they do not arrive.
If we were on the beach waiting for the perfect wave to get on the surfboard, I do not tell you that we should not sit and wait for a while, but now we are not talking about surfing, but about selling.
And to sell, you have to check data. And to check data, you have to measure.
But you pass statistics, do not analyze and do not detect the errors in time to react and make the necessary changes to change the trend.
What is not measured can not be improved, so if you do not worry about reviewing the reports to know what response your actions generate, how will you manage to transform your results? How will you increase the opening rate? And the clicks, limiting you to wait?