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

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The document outlines 7 reasons why email subscribers may not respond to email campaigns: 1) They did not receive the email due to deliverability issues. 2) They do not know or trust the sender. 3) The subject line does not clearly state the offer or benefits. 4) The email does not clearly explain the benefits or what's in it for the subscriber. 5) The call to action is not clear about what the subscriber should do. 6) The landing page is not well optimized for conversion. 7) The offer may not be relevant to the subscriber's interests. The document provides tips on addressing each reason to improve response rates.

Business Technology

7 Reasons Why
Your Subscribers
Don’t Respond to
Your Email Campaigns
Tamara 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 Subscribers
Don’t Respond to Your Email Campaigns

Let’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’t
know 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 they
should 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’s
in 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 know
what 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 page
is 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 offer
is 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 recap

1. 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 recap

5. 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
+32 477 666 930
www.linkedin.com/in/tamaragielen

www.Plan2Engage.me

21

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

1. 7 Reasons Why Your Subscribers Don’t Respond to Your Email Campaigns Tamara Gielen / @tamaragielen

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. 7 Reasons Why Your Subscribers Don’t Respond to Your Email Campaigns Let’s dive in! 3

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

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

18. Let’s recap 1. 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. Let’s recap 5. 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

21. Thank you! tamara@PlanToEngage.com +32 477 666 930 www.linkedin.com/in/tamaragielen www.Plan2Engage.me 21

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

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