Have you ever wondered why your emails aren’t converting? Why your CTR and open rates look so dismal? You think you’re doing everything right so why do you feel like no one is reading your content? Here are 5 reasons why your emails aren’t converting and how you can improve your email marketing.
it’s your content
From the subject line to the actual copy, nothing works. The subject line is the first thing people see and if you’re just going to write, “Sale” as your headline, why even bother writing the rest? You have one chance to get a user to open your email based on your subject line. And from the moment they open your email if your content is not compelling, you can kiss that potential sale good bye.
People leave emails because they don’t see any perceived value from it. If you’re not drawing the attention from the reader from the subject line to the preheader to the copy all the way down to the button or link they need to click then you’ve lost out on a potential sale.
Also don’t repeat yourself with every email. No one wants to see the same content over and over in each email. Where is the uniqueness or value of your email if you have the same content in it for the past 3 emails? You need to WOW your audience before you don’t have one left.
Your layout is cluttered
No one wants to open an email and have their eyes hurt from just looking at for 5 seconds. There is no need to go overboard with design. Keep it simple. A nice vertical layout that looks compelling in both desktop and mobile formats. Get to the point. No need for extra buttons or images that just add to the weight of the email but not the value. Hit your user with a compelling headline, an appealing header image and copy that will knock them on their feet.
Understand your data
The problem a lot of people have is that they don’t read the data or analytics from their emails. Use the data to see where the users are clicking, if they even are. Maybe you need to move content around to optimize those CTR numbers. Perhaps sending emails in the afternoon gets more clicks then sending emails at midnight because you want your email to be the first thing your client sees in the morning. Data and analytics are a good insight into why your emails aren’t converting.
You’re not consistent with emails
Do you find yourself sending an email here and there and then ask yourself, “Why is no one clicking?” The reason why is because they don’t know who you are because you send them an email once in a blue moon. Weekly emails are great. Every few days works as well, but don’t bombard your list with emails daily or multiple times a day. That is one of the fastest ways to see your unsubscribe list grow. Create a calendar for the month and list out the emails you want to send and when. Stick to that calendar and in time after you’ve been more consistent, you should be able to see a bump in your open and CTR numbers.
YOu don’t segment your list
Segmenting your list is a great way to get your email out to different people at different times. Does it make sense to send an email to everyone at 8am when you live on the East Coast? No, because the odds are the West Coast people will never see it once they get into the office because there are more recent emails. Send your emails in waves to your list by segmenting out by region. Also you can segment your list by gender or even age. There are tools such as Movable Ink that can help with segmenting as well as A/B testing.
These are just a few reasons why your emails aren’t converting. Let me know in the comments below other reasons why emails aren’t converting for people.