Why Does Email Marketing Fail Sometimes?


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Not all email campaigns are created equal. Some are dispatched with much fanfare only to disappoint with their results later. Why does this happen and what can be done to avoid such scenarios?

We have extensive experience doing email marketing and regularly advice clients and partners about the best practices that they should follow when creating and launching an email campaign.

This is an effort to share that knowledge with others who might be considering the use of email for their marketing activities. Do see all our tips and if you need more information or assistance then don't hesitate to get in touch with us!

About Us:

Octane is a marketing technology company that provides a state-of-the-art email, SMS & web-marketing platform. We are the industry leader in this sector and one of India's top 20 technology start-ups.

What we do, is help our clients engage better with their customers. We believe that with the right tools, any marketing campaign or project can get exceptional results and be a success. So, we offer capable software and technological solutions to fit all needs. We don’t however, believe in customer alienation and therefore absolutely dislike and discourage spam.

If you would like to get to know us better then visit us at www.octane.in

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Why Does Email Marketing Fail Sometimes?

  1. 1. Why DoesEmail Marketing Fail Sometimes? Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
  2. 2. The reason why some businesses fail to run a successful emailmarketing campaign is not so much because of the lack of resources orthe limitations of e-marketing, but more often so because they fail toplan and execute their campaigns properly.With tools like Google Analytics, amassing data has become very easy; butthe key to business intelligence still remains in asking the right questionsat the right time and then analyzing that data to derive value. Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
  3. 3. Which is why wewant to focus onsome commonmistakes thatmarketers makewhile designingan email campaign.Here are a fewof them… Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
  4. 4. Focusing only onConversionso While conversions do matter, they don’t happen on their own. They are made to happen, through engaging copywriting, appealing design and tailor made offers.o Right from the email subject, the sender’s name, the colors used and the links; everything contributes to these conversions.o If you are not converting enough, the solution is not to try harder doing the same thing over and over again; but to look under the hood at what is probably turning off those potential buyers.o You also need an ESP who can track conversions for you and advice you on best practices! Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
  5. 5. Not Being Exclusiveo Scarcity and exclusivity tend to always work for all kinds of marketing campaigns.o Time and again good marketers have demonstrated the effectiveness of being focused. Just talk about ONE ‘super-tempting offer’ that would catch the attention of your subscriber.o Sometimes businesses tend to include dozens of offers in the campaign; this serves only to distract the user.o Also avoid offering multiple deals together or creating offers that last forever as that does not incentivize the end user! Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
  6. 6. Not making granularchangeso When it comes to changing the campaign, companies prefer to scrap all of the previous emails and start anew. Don’t do this unless you want to remain clueless about what went wrong.o A good way of testing is to make a single, measurable change (maybe link placement or layout) and then test it.o By the time you are through, you’d know where you were going wrong and what changes helped you. This will ensure that future campaigns will perform better. Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
  7. 7. We hope thesepointers were usefuland will help you planand execute campaignsthat will be moreimpactful andsuccessful! Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012
  8. 8. Check out our other presentations for more tips & resources!Delhi Office: Mumbai Office: Bangalore Office:Level 4, Rectangle1, Levels Ground & 1, Trade Centre, Levels 14 & 15, Concorde Towers,Commercial Complex D4, Bandra Kurla Complex, UB City, 1 Vittal Mallya Road,Saket, New Delhi, Bandra (E), Bangalore,India Mumbai, India India110 017 400 051 560 001 Call us at: +91 11 3243 4436 Email at: engage@octane.in Octane Marketing Pvt. Ltd. | All Rights Reserved © 2012