email marketing problems and how to solve them

5 Email Marketing Problems and How to Solve Them

Email marketing is not going anywhere anytime soon. In 2019, roughly 293.6 billion emails were sent and received every day, and this is projected to increase to 347.3 billion in 2023.

Emails have been a direct channel to connecting with customers and prospects, but it’s not perfect. In this article, we list the main issues with Email mailings plus some tips to solve those problems.

 The Main Problems with Email Mailings

  1. Getting Subscribers. There are plenty of roadblocks in gaining subscribers and keeping them.
  2. Low Deliverability Rates. Global deliverability is 75.9% where 25% of emails are being redirected as spam. If you’re not careful, your email may be one of them!
  3. Low Open Rates. According to Campaign Monitor, email click-to-open rates globally average at a dismal 15.2%.
  4. Low Click-through Rates. The benchmark for all industries is only 2.6% click-throughs from email subscribers and readers. Yikes!
  5. Low Conversions. This issue can be a combination of your open and click-through rates and the content of your landing pages.

Email marketing is a competitive environment. Not only must you compete with rival companies but with the email system itself, to hit your key metric goals.

So, here are five solutions to take back control over your email marketing strategy.

Five Email Marketing Solutions

  1. Obtaining and Retaining Email Subscribers
  2. Spam Checking
  3. Effective Subject Lines
  4. Call to action
  5. Landing Pages

Let’s take a better look at each solution and the issues they address.

Tips on Obtaining and Retaining Email Subscribers

It isn’t enough to have an opt-in form on your website if you want to actively grow your list of email subscribers.

Focusing on quality subscription prompts to target the right kind of subscribers (the ones that will engage with your email campaigns), should be your priority.

Here is what you need to be thinking about when crafting a strategy to build your email mailing list.

Create a Compelling Offer

What kind of value do subscribers get when they opt-in for your emails? Your offer needs to be clear and compelling.

You should strive to immediately solve one specific problem that drew your visitors to your site in the first place.

Consider your expertise and your market to craft an incentive for visitors, in exchange for their email. This might include discounts or exclusive access to resources (reports, e-books, and how-to’s).

Make the process as easy as possible

Signing up to receive your emails should not require any guesswork from visitors. Make the option to join your mailing list as visible as possible.

One way to increase sign-up visibility is by using pop-up forms. AWeber performed an experiment that yielded 1,375% more sign-ups using pop up forms compared to a static sidebar.

email marketing optins

pop-up form vs static form

Moral of the story? More visibility = more subscribers.

More importantly, your sign-up form should make the subscribing process as easy as possible.

Neil Patel’s blog on “Effective Ways to Get More Email List Subscribers” argues that removing all other fields except for the email address can grow your email mailing list faster.

example sign up form for email marketing

Source: Quest Nutrition

Leverage your Social Networks

Using social media to host web events is a great opportunity to call your followers to action. Creating special incentives and landing pages for social media followers can help you to reach beyond website visitors.

use social networks for email marketing

Source: UK Music on Twitter

There are a lot of tools that social networks provide to help you build your mailing list.

For example, Optinmonster published a great post on ways to grow your list with social media outlining specific tools you can start using.

Allow Customers to choose their Email Content

You can offer various levels of subscription plans that dictate the frequency of emails a subscriber gets and the type of emails: Monthly, weekly, daily, and so on.

Retaining your subscribers is just as vital as obtaining them.

According to Campaign Monitor, the two biggest reasons people unsubscribe from receiving emails are either because the content was irrelevant (64%) or received too frequently (60%).

The solution? Give users more control over the content they receive.

As Neil Patel puts it, “It’s better to have an engage[ed] subscriber with little volume than a subscriber who gets every email, but never reads them.”

Segment your Email Mailing List

Segmenting your mailings list is another way to retain subscribers. You can ensure that subscribers will always find your content relevant when you use segment mailing lists based on interests.

Here are some methods to segment your email mailings:

  1. Email Sign up form. The information captured in your sign-up form can be used to segment your list based on certain demographic information. The drawback to this method is adding on to more work for potential subscribers. Consider other ways that might make the process easier and faster for your prospects.
  2. Using quizzes and surveys. For a more minimal approach, sending out surveys and quizzes can provide plenty of insight on subscribers to segment accordingly.
  3. Tracking website behavior. You can track specific pages subscribers have visited or even the page subscribers decided to subscribe for emails.

Reengagement campaigns

Reengagement campaigns are a great way to retain less engaged subscribers. These email campaigns can serve as a reminder of the value and frequency subscribers should expect to receive from your emails.

This requires proactive monitoring of subscriber activity to predict possible unsubscribes. Be sure to track recent activities, purchase histories, and other metrics to determine who are your most inactive subscribers and why.

Once you have your inactive subscribers segmented, take the opportunity to reengage with them for their feedback. Are your emails offering the value they are looking for?

Adobe research shows that out of the 67% of customers looking for personalized content from brands, half of them are annoyed when they don’t get it.

How can you make your emails less annoying and more relevant to these subscribers? Take the opportunity to find out!

If you want to learn more about creating an effecting re-engagement email campaign, check out Campaign Monitor’s blog post for some best practices.

Spam Checking Your Email Marketing

Buckle up, because this section is important!

CAN-SPAM Act

Your spam checking tactics should start by getting familiar with the CAN-SPAM Act. The CAN-SPAM Act include that commercial emails adhere to ethical practices by

  • Avoiding misleading header information
  • Avoiding deceptive subject lines
  • Always include a way for subscribers to opt-out of emails
  • Including your company postal address
  • Identifying your email as an advertisement or solicitation

Avoid Spam Words

Avoid using any spam trigger words that may be picked up by spam filters. The following list provided by Mequoda outlines specific buzz words often marked as “spammy”.

email marketing spam words

Avoid these words to prevent email bounce

Avoiding spam trigger words may not always be practical in the context of your email.

For instance, if you are offering something for free to your subscribers, it can be hard to avoid the word “free.”

Personalization and context can help to legitimize your offer and avoid being marked as spam.

Use Spam Filters

You can use spam filters to test your email mailings for deliverability and quality. Keeping up with how spam filters work will also help you avoid getting labeled as a spammer.

Try some of these free spam checkers to scan your email content for spam triggers:

These sites provide an email address for you to send test emails to and provides reporting on any spam issues.

Lastly, spam checking your email marketing should also include blacklist checkers.

A blacklist is used by Internet service providers (ISPs) to identify IP addresses or domains known to send spam and will block emails from these locations.

So trust us when we say, you do NOT want to be on this list!

Here are a couple of Blacklist checkers you can use to check your domains and IP addresses:

You may be blacklisted if you send large quantities of emails to users without permission and are reported.

Additionally, blacklisting can occur from third party entities such as tracking services using specific URLs or short links.

This makes opt-ins that much more vital for email marketing.

Spam checking your email marketing directly addresses low deliverability issues. Spam check tools serve to scan emails for quality content to ensure that your email makes it to the inbox.

Creating Effective Subject Lines

Some would argue that your subject lines are more important than your email content. The performance of your open rate is directly correlated to the effectiveness of your email subject lines.

Your email marketing efforts mean nothing if no one bothers to open your emails.

Here are some tips for writing effective subject lines for your email marketing:

1. Use numbers in your subject line

According to research by Yesware, which investigates 115 million emails, including a number in your subject line yields higher than average open rates.

For instance, their observation shows a 53.2% open rate with a number in the subject line compared to the average 51.9%.

You should leverage your company performance data as a powerful persuasive tool for your email marketing.

2. Personalization

Subject lines personalized in some way to the readers have shown a 10-14% increase in open rates. So, when writing your content, imagine you are writing to a friend.

The easiest personal touch you can add to your subject lines is your recipient’s name.

Adding a personalized tag or label can vary between email marketing services. Be sure to familiarize yourself with the process. It could make a whopping 14% difference in your email mailing performance!

Another tip to personalize your subject lines is to learn who is your audience. Understand their interests, language, and style to better communicate with them.

If you know where your market lives or shops, try including that in your subject line.

Leverage your customer data to make your email marketing efforts personal.

3. Use Emojis

Emojis do an excellent job to grab reader attention quickly. Emojis in subject lines have shown to increase unique open rates by 56% and is continuing to gain popularity.

It’s recommended that emoji use should be limited to 1-4 to boost your email open rates. For more best practices, check out Campaign Monitors article on Using Emojis and Symbols in Your Email Subject Lines.

Also check out getemoji.com to start including emojis in your email subject easily, using the quick copy and paste method.

4. Keep It Simple

Yesware’s 2020 email template study found email open rates peak for subject lines with a word count between one to five.

email marketing reply rate over subject

Source: Yesware

Be clear and direct on what your email is about. Minimize marketing “fluff” and be sure to put the most important information at the beginning.

It’s also important to note that email is more often accessed by mobile users rather than on desktop.

Mobile users are accountable for 50% of all opens, as of 2019. The smaller smartphone screens warrant concise email subject lines.

5. Appeal to emotions

Using subject lines that appeal to emotions is a great way to cut through the noise of competitive email marketing.

According to a study by Persado, emotional subject lines contribute to 54% of email performance.

Email marketing examples of subject lines

Source: Mashable

Studies show that fear of missing out (FOMO) account for 56% of social media users. Incorporating language to inspire urgency is one email marketing method to connect with users who may experience FOMO.

Humor is also a great tool to appeal to your audience’s curiosity. Hubspot has a great list of funny subject lines to entice audiences to find out more.

Additionally, a well-rounded understanding of your audience is required when trying to appeal to their emotions.

For example, applying humor to your subject lines can backfire if the joke is lost on your readers, or worse, can obscure your message. Avoid sacrificing clarity for cleverness!

6. Test, Test, and test some more!

A/B testing your email marketing campaigns, including subject lines, can give you serious insight into what works and what doesn’t.

Check out our article on the importance of A/B testing and what you need to know to start testing your subject lines.

Using Call-to-action in Email Marketing

A call to action in your email can turn casual readers into active customers. An effective call to action can resolve low click-through rates with careful consideration to the following tips.

1. Write Persuasive Content. Use powerful copy to incentivize readers to take any action once they’ve opened your email. Try Optin Monster’s tips for creating the perfect Call to Action.

2. Choose the Right Image. Campaigns with images can have up to 42% higher click-through compared to campaigns without.

In choosing the right image for your email mailings, consider images that fit your message and will appeal to your readers.

3. Button vs. Text Link. A test conducted by Campaign Monitor found that CTA buttons help to increase click-through rates by 28%.

Buttons are likely to draw more attention from readers compared to in-line text. Use A/B testing to understand which CTA works best with your subscribers.

4. Formatting and Placement. A 2015 study published in the Journal of Marketing Communications shows the effects of link placement and click-through rates in email.

Accordingly, CTA’s placed on the left of an email can positively impact click through rates.

5. Get the Timing Right. Use testing to determine what time and day yield the best performance from your emailing list.

For a general idea, research done by Spaceship found that the best time for email engagement is between 8 pm to midnight.

GetResponse also finds that the highest click-through rates tend to occur on Monday and Tuesday.

Email Marketing that uses Landing Pages

Your landing page is where your customer conversion happens. The goal of your email marketing should ultimately be about converting subscribers into purchases.

In turn, your goal as a marketer designing a landing page is to keep it simple and get to the point.

Your email should have already prepared your subscribers to take action that will convert them once they get to your landing page.

Your landing page should, therefore, adhere to powerful and essential items for conversion. Here are five essential items that your landing page should have:

1. Headline. Your headline should be bold, and benefit-driven.

2. Subheading. Use this to give more context to your headline.

3. Image. A visual can function as an attention grabber and provide more information.
Make sure that whatever visual you include, whether its an image or a video, is relevant.

4. Explanation. An explanation of your offer might not always need to be a body of the text.
Keep it simple by using bulleted lists, testimonials, or your visual to quickly convey your
offer.

5. Call to Action. The most important element on your landing page and email marketing.

Now that your readers have gotten more information on the offer you made in your email, your CTA must be your last final push to convert.

Use colors and powerful verbiage to make your CTA as compelling as possible.

Conclusion
Addressing issues with Email marketing doesn’t have to be painful if you’ve done your research. With the right tools and knowledge, you can start creating better performing email campaigns.

Seynd Web Push Notification is a great tool to pair with email mailings to directly engage with your subscribers. Check out our sidebar to find out how Seynd can re-energize your email marketing efforts.

Web Push Notifications: Improve Your Email Marketing!

Web push notifications are directly delivered messages to users on their desktops and mobile devices.

This technology is a great tool to pair with your email marketing efforts by reminding subscribers to engage with your emails and promotions.

But not all web push notification services are the same!

Web Push Notifications

With web push notifications powered by Seynd, many of the problems with email or site conversion are solved.

This new technology gets users’ attention using alert-style messages whenever they are using their web browser.

Seynd provides a way for you to get a subscriber with only one click.

No email address or filling out forms + the benefit of receiving exclusive deals and notifications = low risk and high reward to you and your prospects.

Despite this exciting new technology, many companies still prefer to use email marketing or putting the call to action only on their website.

With email, however, only…

  • 75% of emails are delivered- over 422 billion emails per day sent to the Spam folder)
  • 18% of emails are opened
  • 7% of emails result in a conversion

If the call to action is only on your website, you rely on people searching for you constantly or constantly revisiting you to check on specials.

Better hope you made an excellent impression on the first visit!

Following are some of the advantages of using Seynd over a call to action just through email or your website:

  • 100% delivery rate
  • 100% open rate – appears automatically
  • 93% read rate. Requires action—or won’t go away
  • 4 times higher opt-in rate vs email
  • One-click subscribe – versus name, phone, email, etc. The system “remembers” them by their IP address and browser.
  • Lower unsubscribes. Less than 10% of opt-ins cancel within a year
  • Users will be notified as long as they are on their computer or device. They don’t have to come looking for you to see your message.

Ready to instantly improve your Email Marketing?