Day #21: 10 Reasons Your List Isn’t Responding
What’s most important in email marketing is how your subscribers respond to your emails. By watching their responses, you can decide what’s working and what isn’t. If your list isn’t subscribing, here are ten potential reasons.
- Spam Folders
Your messages may be getting thrown into spam folders. The reason for this could be that the messages contain images or HTML that your recipients’ email service blocks automatically. Check your autoresponder program’s spam rating and take whatever action the program recommends to reduce it. You can also play it safe by sending text-only messages, but you’ll be missing out on opportunities with images and other content.
- Subject Line
Your subject line might not be grabbing your subscribers’ attention. If your messages are getting delivered but not opened, try writing a catchier, more attention-grabbing subject that tells recipients clearly the benefit of the message.
- Frequency Issues
You may not be getting a response because you email too much or too little. Experiment with sending broadcast messages at a different frequency and see if there’s a change in response.
- Bad Timing
Certain times of day work better than others for certain lists. Experiment with different times of day and days of the week to see if you can find your subscribers’ most responsive times.
- Irrelevant Offers
If subscribers are opening your emails but not clicking the link there, this means that the offers in the message aren’t relevant. In other words, the messages don’t deliver what you promised when the subscriber signed up. Go back and review your marketing materials and squeeze page to make sure they set the right expectations.
- Bad Content
Your subscribers may not be taking action because your content isn’t high quality. Your email content should be just as good as your website content, blog posts, or content you use anywhere else. If this is an issue, try upgrading your content.
- Call to Action
Your call to action may be weak, improperly worded, or placed incorrectly in the message. Every message needs a call to action and it needs to emphasize what benefits people will get by performing the action.
- Message Length
There may be a problem with your message length. When this is the problem, it’s usually because messages are too long. Short, concise messages that get straight to the point work best.
If you’re promoting too much and not offering enough purely informational content, you’ll lose people. Make sure there’s plenty of informational content mixed in with the promotions.
- Image Problems
If you use images in your messages, they could be causing problems. Some email services don’t display images. Use alt text on images so that even if people can’t view the images, they’ll know what they’re supposed to be looking at.
From time to time, seek feedback from your subscribers. Ask them how you’re doing and if there are any changes they’d like to see you make. This can prevent you from learning this feedback from your unsubscribe rate, when it’s too late.
- Write and schedule an email requesting feedback from your customers about the content and frequency of your emails.
- You can also use a tool like Survey Monkey to create a survey for your list and send them the link.
- After you’ve sent the feedback request email once, send it again a couple days later to those people who didn’t open the first email.
- Revise your content plan based on the feedback you receive. You should also report the results to your list.