Email marketing is incredibly tough, but can also be as beneficial as it is difficult. Unfortunately, most people never get to the beneficial aspect of email marketing, because they’re stopped by the obstacles that come beforehand.
Consumers are discerning, and they’re skeptical. They’re constantly bombarded with emails all day every day. They read very few of those emails, and to be one of the emails that gets opened and actively read, you’re going to have to stand out.
The following are some of the big reasons no one is reading your emails in their current form.
They Seem Impersonal
In today’s age of big data and targeted marketing, there’s no reason you shouldn’t be personalizing your email campaigns. If you’re not already collecting the data to do that, it should be one of your big priorities.
Unless you have a highly specialized business, not all of your customers are going to have the same interests, speak the same language or find the same content worthy of an email open. You absolutely have to segment your audience and personalize your emails as much as you can.
They’re Not Engaging
A lot of what we’re talking about right now focuses on why people aren’t even opening your emails, but what if they open them and then don’t read them or engage with the content?
A big culprit for this is because you’re choosing the wrong images for email marketing, or you include no images at all.
People seem to understand how important images are when it comes to blog posts and social media, but they don’t apply this concept to email marketing. Visual content is the most engaging, and often the most effective and this includes with emails.
There’s No Reason For the Email
If you have no real reason for sending out an email, why would your customers feel compelled to open it or read it?
Before you send out another email, you need to ensure that you have a clear, defined action in mind or purpose for the email.
For example, maybe you want your audience to shop online during a flash sale you’re having.
Whatever the purpose is, you need emails to be actionable, and you need them to have a reason for being sent. When you’re defining the actionability of your next email, make sure that you’re defining the reason your audience would want to take this action. There has to be something in it for them.
Your Emails Aren’t Mobile-Friendly
Finally, most people are checking the majority of their emails on a mobile device. If your emails aren’t mobile-friendly and designed with the mobile reader in mind, your audience is either going to skip right over them, or open them and not end up reading them.
You need to ensure that your template is mobile friendly and don’t just assume it is—test it yourself. You also want to make sure your content is broken up into small, manageable paragraphs and that’s it’s easy on the eye, including on a small device.