Factors Responsible for Weak Performance of Your Email Campaign

Sometimes, it happens that even after following the entire email campaign strategy in the most comprehensive manner, you fail to generate required and expected results. Also, you tend to consistently miss out on your company’s goals and witness no significant improvement over several campaigns. Such a situation is an outcome of certain deplorable factors that are capable of ruining your best efforts.

• Poor permission practices: This tops the charts of common propellers of unsatisfying results. The affects are worse if you choose to collect names from uncertain sources like buying names or acquiring through co-registration without a permission guarantee. Use email appends and non- verified opt-ins fall in the same category.
• Induced subscribers: Induced subscriber list comprises of people who have become your subscriber or signed up for your list through secondary options like sweepstakes, download or other come-on. Generally, they are not interested in your email program and will not show any involvement further.
• False Promises: There might be a possibility of you showing more or promising more in your opt-in promotions than you are actually delivering in your mailings.
• Weak content quality or format: At times, your message could look like a spam or can be difficult to read. Secondly, if you have packed your entire content into one giant image, then readers who use preview pane to see the messages or have blocked images from downloading will get to see nothing.
• Inappropriate content: Every individual’s needs and interests change from time to time. Hence, it may not be possible that an offer reaping good results for you now would gain similar response in future too. Hence, it is important for you to either diversify your email offerings or provide your users with the ability of updating their preferences or unsubscribe simply.
• Stumpy deliverability: If 20% or more of your messages are not landing into your subscribers’ inboxes, then it is pointless to expect great results. Therefore, to ensure a good delivery rate, check your delivery reports post every send to identify which ISPs are blocking your emails and failed addresses. Also, employ authentic email marketing software that removes bouncing addresses and processes spam complaints thoroughly.
• Erroneous frequency: With frequency, you can either be too frequent or else, can be too slow. If you are sending too many emails, your subscribers might choose to ignore you. On the other hand, if you are dropping emails with long time gaps in between, they might forget about you or find someone else who suits better. In such situation, make use of a preference page to let your users tell you how often they wish to see you in their inboxes.
• Mature list: Names on a mailing list begin to perish after a certain time period, giving rise to lower opens, clicks and conversions. In such circumstances, all you have to do is contact your older subscribers sporadically, either to refresh them or give them the option to unsubscribe.

Summary: Since a number of factors can be responsible for affecting the performance of your email marketing campaign, it is indeed important to know and understand the mechanism of the same in great detail. Each and every aspect of your campaign should be viewed microscopically to reduce the chances of poor performance.