September 19, 2012 by marceladevivo
Learning From Email Messes
Sometimes you’ll be really excited and pumped about an email promotion that just doesn’t ring bells for anyone else.
It happens to the best of us, but you can differentiate yourself from the crowd by learning from your failures.
There are a couple of reasons an email campaign can bomb.
It could be either a bad product, or a bad promotion. The trick is to figure out what went wrong so that you can either salvage it, or at the very least learn from it.
Check your metrics — How many subscribers opened your emails? Was it more or less than previous campaigns. If it was less, especially if it was substantially less, why? Did you send the emails out at the wrong time, or did you have bad subject lines that didn’t speak to your audience?
HTML vs. Text — Believe it or not, most people prefer text emails and don’t like getting HTML emails. If you send this campaign out in HTML consider trying again in Text unless the reason your campaign bombed were people did not like the product and were angry about the product. If it was just due to unopened emails, try again in text.
Call to Action — Did you give anyone a reason to respond to your emails? Did you ask them to do something? It’s important that all your emails have some sort of call to action, either something like click reply to answer a question, or don’t forget to check out my blog post, or you need to check out this ecourse. Whatever it is, you need to tell them to do something.
Is your list segmented — Remember that until someone has purchased from you, they’re not your client. But, if they have purchased, they are your client and you want clients on separate lists so that you don’t market products you’ve already sold to them. Your clients need to get new products and services marketed to them, or additions to the old products and services.
Emails too long? — If you send too long of emails people get kind of bored from them and just quit reading. A lot of people also read emails via the preview window without clicking unless they see something to click on. So, are you giving them a reason to click through?
Is your timing poor? — When are you sending out the email campaign? If it’s on the weekend that’s the wrong time! You may need to send some test emails to figure out over time, what times and days get the most clicks and opens.
Ask your list — Sometimes the best thing you can do is simply send a survey to your list asking them what they liked or did not like, about the previous emails they received. Many people will fill out a survey even if they didn’t fill out anything else. This can give you some good insight into why the campaign did not work.
Some additional thoughts…
Sometimes, you know in advance that a promotion won’t appeal to even “most” but it’s an important promotion regardless.
An example of this was a recent promotion I emailed when I (who lives in a banned state) found a product that enabled me to return to earning from Amazon.com links. I shared it because it would be super important to a few badly affected people (and it would stick in the minds of those who were not affected currently but might be in the future).
Not all promotions that make a limited number of sales are necessarily a “bad promotion”!
Want to learn more about list building? Pick up a copy of “Build Your List Big“!
Have you ever had a promotion just fall on it’s face and fail with your list (Of course you have, but the question is, will you admit to it!)? What things did you learn from this?
Share you’re thoughts below and let’s compare notes!
~ Kim ~
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