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7 reasons why your subscribers don't respond to your email campaigns

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    7 reasons why your subscribers don't respond to your email campaigns 7 reasons why your subscribers don't respond to your email campaigns Presentation Transcript

    • 7 Reasons WhyYour SubscribersDon’t Respond toYour Email CampaignsTamara Gielen / @tamaragielen
    • Tamara Gielen• 10+ years of experience in email marketing• Author of “Be Relevant” www.b2bemailmarketing.com• Founder of the “Email Marketer’s Club” www.emailmarketersclub.com• Email marketing consultant & trainer www.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
    • 7 Reasons Why Your SubscribersDon’t Respond to Your Email CampaignsLet’s dive in! 3
    • They didn’t receive it. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4
    • 1. Identify deliverability issues• Check open, click-through and bounce rates per domain• Check IP reputation/sender score www.senderscore.org• Are you blacklisted?  www.dnsstuff.com• What’s the source of your list? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 5
    • They don’tknow you. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 6
    • 2. Who is this from?• Who’s the email from? Do I know the sender?• Can I trust the sender? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
    • They don’t see why theyshould open it. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
    • 3. State the offer in the subject line• Be specific• Powerful title in preview pane• WIIFM? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 9
    • They don’t see what’sin it for them. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 10
    • 4. What’s the offer?• State benefits, not features• Scannable text• Beware of image blocking ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 11
    • They don’t knowwhat to do next. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 12
    • 5. Make the CTA crystal-clear!• Tell them what you expect them to do…• … multiple times!• Use action verbs• Beware of images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 13
    • The landing pageis not optimized for conversion. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
    • 6. Don’t overcomplicate things• Keep forms short• Re-state benefits• Tell them what to do (again)• Get rid of distractions ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 15
    • The offeris not relevant. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
    • 7. Is this the right audience?• Don’t send everything to everybody• Review your list building tactics ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 17
    • Let’s recap1. Identify and solve deliverability issues, if any.2. Make sure the sender name is recognizable.3. State the offer in the subject line.4. Spell out the benefits ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 18
    • Let’s recap5. Make sure the CTA is clear.6. Optimize and A/B test your landing pages.7. Send the right message to the right person. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 19
    • Bonus tip:Don’t rely on best practices: test, test, test! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 20
    • Thank you!tamara@PlanToEngage.com+32 477 666 930www.linkedin.com/in/tamaragielen www.Plan2Engage.me 21