Why Your Ecommerce Email Blast Isn’t Performing Well

As an ecommerce merchant, every marketing effort that you launch is vital to the success of your business. From search engine optimization and paid search, to social media promotions and email blasts, the difference between success and failure can be miniscule. And with email blasts in particular, even small enhancements can result in statistically significant open rates and action rates, which can ultimately add sizeable profits to the bottom line. So why do so many ecommerce merchants get it wrong when it comes to email blasts? Below are some of the more common reasons for email blast failures.

You’re “All about the Sale”

Unfortunately, most companies that utilize email marketing believe that the sole purpose of this marketing channel is to present prospects with a sales pitch. In doing so, they overlook one of the most important factors in the email marketing process – building trust with prospects and providing them with valuable information to make their lives easier. Companies that are extremely successful with email marketing tend to provide more valuable information to recipients and less “sales pitches.” If you want to make the most of your email marketing campaign, build a loyal following of subscribers by providing them with useful information, and be discreet with sales pitches.

You’re Not Matching the Prospect with the Correct Need

One of the greatest mistakes that merchants make when it comes to email marketing is to send email blasts out to everyone regardless of the likelihood that the consumer will be interested in the offer. However, successful merchants use more discretion – matching the email blast with the perceived needs of each consumer on the marketing list. It might take a little more planning, but the results will be significantly better when the message matches the consumer. Avoid the urge to blanket send email blasts to everyone and simply use more targeting to increase conversion rates.

You’re Trying to Say Too Much

Most successful email blasts are simple and to the point. But rather than stick to this tried and true methodology, all too often merchants just simply try to say too much or insert far too detailed content into the body of the email. Especially because consumers are so accustomed to spam-filled email marketing pitches, caution must be taken to get the desired response. A well crafted but simple email that is direct and to the point will deliver a much higher response rate than an email blast that rambles on needlessly.

You’re Relying Too Much on Images

When inserting pictures into emails, much caution must be taken. First and foremost, guard against inserting too many pictures, as images are oftentimes blocked and not shown without additional steps from the consumer. Second, make sure that the email stands alone by itself without the picture, in the very likely chance that the consumer chooses not to “download” all images in their email browser. Images should supplement the email rather than contain the main focal point of the message, especially since most email servers will block images. Successful marketers capture the consumers’ attention with other aspects of the message.

You’re Using Bad Subject Lines

You know what they say about first impressions, right? Well the subject line is the first impression of your email marketing blast – so don’t get off on the wrong foot or you’ll be deleted in a New York minute. The perfect subject line matches truth, creativity, and sparks the appropriate level of interest to get the consumer to open the message. While there are no “one size fits all” subject recommendations, definitely steer clear of anything that could be construed as spam. Also, be honest and open with the consumer and tell them exactly what to expect in the email. And, if at all possible, make it sound personal – like something that you would say to a friend or family member.

You’re Forgetting about Mobile

In the past, email blasts could be structured with only a desktop computer in mind, but now mobile has to be factored into the equation in order to take advantage of an ever growing population of users. In fact, according to Knotice, greater than 40% of emails are opened on a mobile device. So what does this mean? Savvy marketers should factor mobile layouts into the overall design of the email in order to make sure that it looks great on a computer, tablet, or mobile device alike.

You’re Getting Lost in Spam

Finally, make sure that your email isn’t getting lost in cyber space or in the spam filter. The factors that could negatively impact your deliverability include: email server, subject line, text included within the body of the text, and a number of other factors. So be sure to test the email before sending, as nothing could be worse than spending a huge amount of time on a marketing tool that just simply doesn’t get to its destination.