Your open rates stink. Your click-through rate is below your industry’s average. The conversion rate on your landing page is… wait, you’re not using a landing page? These are all signs that your email marketing program is failing. Here are 4 reasons why.
Number One – Your messages contain too many images.
I know you like using fancy fonts, buttons and gradients in your messages, but anyone who receives your message in Outlook, Gmail, Yahoo!, AOL, or Hotmail is required to manually turn on the images for each of your messages if they have not added you to their address book or white-listed your email address.
I’m not going to tell you to give up all of your images. Spend five extra minutes and determine which parts of your message must be an image and change the rest to HTML.
Number Two – You’re not using a relevant landing page.
What is the purpose of your email? Is it to generate sales, collect new leads or convert old leads? Then why do the links in your message point to your home page?
You need to create new landing pages that makes it easy for your subscribers to complete your desired action. Send them to a shopping cart that already has the product in it or display a lead form that’s populated with the information you already have about the subscriber. Keep the action obvious and the process simple.
Number Three – You let a Web designer code your message.
There are a lot of people out there who know HTML or think they do because they can use Dreamweaver. Unfortunate, HTML renders differently in email than it does on websites. And to complicate matters even more, some email clients render email HTML differently, strip out style sheets, and don’t display background images.
Needless to say, there is a lot to consider when coding HTML for email. If you want your message to display consistently for all of your subscribers, you need the person coding your HTML to know the specific changes that need to be made.
Number Four – You aren’t using calls to action.
Why are you sending email if you aren’t looking for a specific response? It doesn’t matter who you are or why you are sending email, everyone is looking for some sort of conversion. Just like with the landing page, you don’t want people guessing what that conversion goal is. Use calls to action in your subject line, throughout your copy, and as the text on buttons. If you have different calls to action in your message, create a separate landing page for each of them that easily allows the specific action to be taken.
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