Why?
How?
We always advise creatives to use active voice verbs wherever possible in all their content. That goes double for the first few sentences. It’s especially critical to use vivid language in your opening paragraph.
Using a Weak Call to Action (or None)
The whole point of sending emails is to drive a specific action: to learn more about your solution to your recipients’ problems, to download a long-form piece of content, or to purchase something.
All these actions have one thing in common – the need to click through to your website or landing page. Make sure your call to action makes your readers excited to read the rest of the story.
Not Personalizing More Than the Subject Line and Salutation
Content marketers have personalized subject lines for years now. That’s great – but to really connect with email recipients, you need to go beyond subject lines to personalize the body of your emails, too.
Inserting your recipients’ pain points and interests at strategic points within your emails shows that you care about them and want to help them conquer their challenges. After all, if your company cares enough to take the time to personalize their emails, it’s likely they take the same care with their products and customer service.
With today’s email automation systems, you can easily insert variables that can change according to information in your recipient database and actions that your recipients have taken. This dynamic content delivers the kinds of personalized experiences that research shows make recipients 80% more likely to become paying customers.
Not Making Your Content Shareworthy
It doesn’t take much time to put “Share with a Friend” buttons in your emails and the content it links to. Email shares are a cost-effective strategy to grow your email list, extend your brand’s reach , and attract new prospects.
But to make it shareworthy, you need more than a catchy button. Choose only your best pieces of content to send out to each segment. Limit your emails to only topics that interest that segment. Chances are, if your emails are relevant and valuable enough, your recipients will share them with like-minded friends and colleagues.
On the flip side, though, serving up emails that aren’t worth sharing will likely impact another metric – your unsubscribes .
So, keep a close eye on the number of shares each piece of content garners, your list growth rate, and your unsubscribes. Analyze what makes your best-performing emails perform well and evaluate your worst performers for ways to improve on future emails’ performance.
Focusing on making your content shareworthy will do more than just keeping your subscribers . Done right, your email list will grow – and along with it, your company.
With a content calendar designed for content planning and production across the enterprise, you can easily integrate your email content with your analytics to keep a close eye on your email metrics. DivvyHQ is that and so much more.
It’s a content marketing platform that integrates with hundreds of other platforms, giving you a 360-degree view of your total content production and metrics. And, with its content strategy metadata management solution, you’ll be able to classify and easily find all the content assets that can elevate your email marketing metrics to a whole new level.
And, even better, you can try it free for 14 days. Start your free trial today!
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