Why is your email marketing failing

1. Why is your
email marketing
failing?
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#1 Easiest Converged CRM for SMB

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Why is your email marketing failing, let’s learn it. 2009, Wall Street Journal
published an article claiming – email was dead. And from that day onwards till
now – close to 1.5 million posts had been submitted online, echoing email’s
demise.
So what does this say? Has e-mail actually been a passé?
Marketo’s “The Definitive Guide to Engaging Email Marketing” that weighs in a
hefty 155 pages – states the contrary opinion – email is more important than
ever. The old way of “batch-and-blast” email marketing has given way to a more
trusted, more relevant, more conversational, and more strategic e-mail
campaign.
Read further as we bring for you key insights from the very same report:
The hysteria around the death of email has clearly proved the
dominance/influence email has on our lives. While there’s no denying the fact
that traditional and social channels are buzzing aloud, email is still the most
preferred form of communication.
Why is your email marketing failing?

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Image source: Marketo
Email is the quickest and most direct way to reach customers with critical
information. In fact, email is the one channel consumers’ access regularly.
How successful are the companies in
getting the desired success in e-mail marketing?
While every small and large scale organization has realized the benefits of
e-mail marketing and is executing e-mail campaigns regularly – the success ratio
is very minimal. Know why –
Do not believe?
Imagine: On any given day, you may or may not visit your blog,
Facebook/Twitter/Linkedin/or Google+ profile; but in all likelihood, you will check
your email every day, if not multiple times a day. The same applies for your
consumer too.
Illustrating the importance of e-mails further, here are a few key statistics:
• Currently 3.3 billion email accounts are created in the world
• 94% of Americans age 12 and over use email as one of their regular activities
• 58% percent of adult Americans check email first thing in the morning
• 77% of consumers prefer to receive marketing communications through email
• Email is the number one source for all age groups including 15-24
• Email generates nearly a 2X return compared to other channels.

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The rise of the New Buyer
1. Buyers have become empowered: The overabundance of information
along with better search and sharing technology has made product information
ubiquitous. Consequently, consumers are getting instant information
gratification through the web. Whether, it is knowing the specs of the product,
comparing the product pricing plans or going through other customer
reviews – consumers are doing it easily and often anywhere anytime (thanks to
the internet-enabled smart phones). Not to forget the rise of social media that
has made information more transparent and flat for everyone to read, use and
share.
All this has resulted in one thing: Buyers have become more self-directed. No
longer are they depending on the company to provide information, based on
which they will make the purchasing decision.
In most scenarios, they are already developing brand perceptions/product
selection before making the first interaction with the brand.
2. Buyers are opting out speedily: While buyers have become both tech savvy
and brand sophisticated – they have become fickle minded too. They are
completely aware of the different ways of marketing and while they subscribe to
receive company e-mails they have a hell lot of expectations. They expect
companies to inform educate and entertain. And even a dot of irrelevant
information can bore or worse, irritate them – making them unsubscribe quickly.
Moreover, consumers who unsubscribe from emails are only the fraction of the
total opt-outs. Majority of consumers prefer to passively opt out – i.e. ignore the
emails.

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In short, buyers have become quick in tuning out the noise of today’s digital
circus. And this inevitably has made marketing techniques (like e-mail) more
difficult and challenging. The challenge of course is: to consistently send
engaging e-mails to buyers.
3. Buyers have set high expectations: The big players in the market are
enjoying the customer preference due to several reasons – one of which is
providing a seamless experience to customers across all mediums. And it is this
pampering that has made consumers demands the same level of experience
from other companies too.
Result: today’s buyers expect (from every company) a unified, streamlined and
personalized experience across all touchpoints: website, social media platforms
(Facebook, Twitter, Instagram), email marketing, etc. With most of them having
extremely busy schedules – they look for information in the medium that is most
convenient for them at the moment.
Add to this is the demand of customized information. Buyers expect companies
to keep track of their purchasing history, communication preferences, and
desires and then feed them the exact information when they require.

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The fourth factor
Imprecise Metrics: Majority of marketers use old-fashioned ESP tools for e-mail
marketing reports. Unfortunately – these reports do not give correct insights on
total number of unsubscribes, clicks, opens, bounces, and so on for each email
campaign. Stuck with imprecise metrics, marketers do not a correct insight into
the level of customer engagement lost or achieved.
Needless to say, in such a situation, email marketing gets reduced to being a
tactical channel, relegated to the sidelines instead of becoming a strategic part of
the company’s revenue plan
What is the solution to an effective
e-mail marketing campaign?
Today’s consumers are always on, always connected, and always overwhelmed.
An average customer is usually exposed to 2,904 media messages, in which
he/she pays attention to 52 and positively remembers only four.
Experts speak – Considering the short attention spans and intelligent buying
habits, companies cannot supply static information to buyers in a mass email
campaign.

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They are required to understand that traditional paradigms no longer cut it. It’s
time for shifting the ways they’ve been previously engaging with the customers
across online channels throughout their lifecycles. And this can only happen by
following a two-step process –
• Learning how to write compelling and personalized e-mails that engage each
and every prospective customer individually and personally.
• Investing in marketing automation software to deliver the e-mails and track the
under-performance and over-performance of each e-mail campaign.

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www.convergehub.com 510.924.1683 info@convergehub.com
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#1 Easiest Converged CRM for SMB
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