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

  1. 1. 7 Reasons WhyYour SubscribersDon’t Respond toYour Email CampaignsTamara Gielen / @tamaragielen
  2. 2. 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
  3. 3. 7 Reasons Why Your SubscribersDon’t Respond to Your Email CampaignsLet’s dive in! 3
  4. 4. They didn’t receive it. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 4
  5. 5. 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
  6. 6. They don’tknow you. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 6
  7. 7. 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
  8. 8. They don’t see why theyshould open it. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
  9. 9. 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
  10. 10. They don’t see what’sin it for them. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 10
  11. 11. 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
  12. 12. They don’t knowwhat to do next. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 12
  13. 13. 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
  14. 14. The landing pageis not optimized for conversion. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
  15. 15. 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
  16. 16. The offeris not relevant. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Bonus tip:Don’t rely on best practices: test, test, test! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 20
  21. 21. Thank you!tamara@PlanToEngage.com+32 477 666 930www.linkedin.com/in/tamaragielen www.Plan2Engage.me 21

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