Have you been creating unique content and sending it to your email subscriber base for a long time, but your open rates and link clicks are dropping week after week?
In this article, you will learn 8 main reasons why high and stable performance can deteriorate rapidly.
1. Lack of personalization
People want personalized content. They have no desire to understand dozens and hundreds of uninteresting messages. Knowing your target audience, you can give them what they want. Insufficiently personalized Email marketing automation is one of the reasons why email open rates decline and subscribers leave you.
2. Lack of optimization for mobile devices
The audience that reads your content today is likely different than it was 3 years ago. Indeed, over 50% of all emails were opened on mobile devices in 2013, and the trend is only increasing. If your newsletters are not adaptive to the latest trends, this may be the reason for the decrease in Open Rate and CTR. Check what devices your subscribers are using and use apps for consultants.
3. New Subscribers Don’t Know What to Expect
While old customers are already accustomed to regular newsletters from your brand, new leads don’t know what your content is good for (sometimes they don’t even realize they signed up for your newsletters). Don’t forget to notify new users about what to expect from you and when, for example, the agency tools. This way, they will be ready to receive emails periodically, and your content will not go to the Spam folder.
4. Subject lines
Often brand weekly newsletters have similar topics; as a rule, emails with repeated titles are often sent to the Spam folder. Therefore, you need to revive and test the headers of your emails.
5. Not enough value
If your newsletter is dedicated only to new offers and internal events of the company, then you are missing the point. Every time you send an email to subscribers and potential customers, it should give them something of value.
It could be a tip, a strategy, a tool you used, or other free resources, why not yoga studio software—anything that can help your target audience. If subscribers really benefit from educational content, they will continue to open your emails.
6. Boring, repetitive content
Email marketers often perceive their job as a regular, monotonous job, sending monotonous content to users’ mailboxes. A lot of people hate e-mail because they have to go through a lot of emails with no practical value to find something really important.
Do the opposite: provoke customers to action or communication and respond to their requests.
7. Outdated and inactive database
Nothing kills email productivity like outdated mailing lists. To determine if the list is up to date, check the inactive subscribers for the last 6 months (either they have not opened the mail or have not received emails since the subscription). Check best WooCommerce plugins and use them.
Another aspect is users are included in the mailing list manually, without their consent. Both of these groups noticeably drag down your performance, along the way complaining about spam.
8. Message overload
As with all forms of content, the success of email marketing relies heavily on readability and ease of use. Complex materials are not for mail distribution.
Final thoughts
If users do not read your letters, you failed to interest the audience with valuable information, product, and favorable terms of service. Rethink your distribution approach. Think about what kind of letters you would like to receive in the client’s place. Don’t try to sell by email. Use it as one of the channels of interaction with the audience.
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