Creating email marketing campaigns can be a cumbersome experience. It can get tedious to constantly be developing email campaign after email campaign. Following email marketing, best practices can be tiresome and difficult to do at times.
Nevertheless, taking the easy way out in email marketing will inevitably lead to less success in your campaigns.
We have gathered some of the big pain points associated with email marketing. We have discussed the issues in detail and come up with ways to alleviate the discomfort associated with these pain points. We understand that tackling these pain points can be an extremely daunting task. This is why we have also included details on how FrescoData can help you achieve your email marketing goals with our services.
Pain Point 1: Gaining Enough Clickthrough and Open Rates to Meet Conversion Goals
According to the DMA, the most important email marketing metrics are clickthrough rate (CTR), conversion rate, open rate and return on investment (ROI). Furthermore, it is noted that about 30% of US retail email subscribers have actually made purchases from the retailers they are subscribed to. This means it is especially important for email marketers to follow consistent practices to increase open and click-through rates.
Doing your due diligence to create inviting email campaigns that resonate with your audience is your best option.
The most effective way to resonate with your audience with email is through targeted, segmented email campaigns. Segmentation allows marketers to tailor email campaigns to specific group interests. Segmented emails are more unique than general campaigns, meaning that recipients are more likely to interact with them. Recipients in segmented campaigns respond more to these types of emails because the emails are filled with information they actually want to receive.
This will lead to high open rates and click through rates in segmented campaigns.
The data backs up this claim. In 2015 77% of email marketing ROI came from segmented, targeted and triggered campaigns. Segmented emails have a 14.32% higher open rate than non-segmented emails as well. Plus, CTRs are 100.95% higher in segmented email campaigns than non-segmented campaigns.
Pain Point 2: Designing Beautiful Emails
You are a marketer, not a designer. You may not be familiar with how to take a design concept from your head and bring it to life in an email campaign. This can cost valuable time in the email creation process.
In this situation, having pre-designed templates can be really valuable to an email marketer. Having email templates allows marketers to focus on the content of their campaigns rather than the design. Email templates also help speed up the time it takes marketers to create email campaigns. Overall, it streamlines the email creation process.
Pain Point 3: Developing Mobile-Friendly Email Layouts
Mobile use is on the rise. In 2019, mobile use is expected to surpass 5 billion people. Year after year, more and more users are spending more time on their phones. Users do everything from shopping to connecting on social media on their phones.
They often check their emails on their phones as well. 74% of smartphone users check their emails on mobile devices. Furthermore, 73% of millennials check their emails on their phones. Millennials also identify email as their preferred means of communication.
The data is clear, if you are not optimizing your email campaigns to your mobile audience, you are missing out on a big opportunity.
Steps must be taken to convert your desktop campaigns to mobile campaigns. Oftentimes marketers rely on multi-column layouts to generate interest in their emails. This is not ideal for mobile users and can confuse them when viewing these types of campaigns on their phones. Instead, a one column design is best on mobile.
Investing in software that can automatically convert your content for mobile is a good solution to this problem. Also, sticking to a one column design can help to configure emails for mobile much easier. This is not something you want to ignore; otherwise, you could risk missing out on a huge segment of your audience by not catering your email content for them.
Pain Point 4: No Time to Create Emails from Scratch
ROI for email is higher than on any other marketing channel. This means crafting meaningful and relevant email content must be an important part of your marketing strategy.
Regardless, you cannot do it all. Wanting to devise new emails from scratch every time you send out a campaign can be exhausting. It is also not realistic. While spending time on email campaigns is important, it should not be taking up all your time.
Cloning existing emails is one way you can save time during the email creation process. Taking a campaign that did well in the past and repurposing it for a new campaign is a practice that many successful email marketers follow.
Bear in mind that you should not simply copy a campaign and call it a day. A previous email campaign should be unique from the one before it. A previous email should be used as a solid foundation to create new email messages.
Pain Point 5: Where should I store my data?
Collecting user data is a vital part of the email marketing process. This is how you most likely generate your email lists. Gathering this data from web forms, customer relationship management (CRM) systems and email service providers (ESP) can be a hassle. It can be an even bigger hassle to get all this data from various systems to communicate with one another.
Data integration between systems enables you to send meaningful email campaigns to your customers. Having data about your customers allows you to segment your campaigns more thoroughly, track your audience and increase the relevance of your email marketing.
Different types of data integration include migration, broadcast, bi-directional sync, correlation, and aggregation. They are defined as follows:
- Data Migration: The act of moving a set of data from one system to another as a specific point in time
- Data Broadcast: Moving data from one source to many other sources on an ongoing basis
- Data Bi-Directional Sync: Two separate data sets are combined into one set, yet the original data sets continue to exist as their own separate sets
- Data Correlation: An intersection is identified in two datasets followed by a bi-directional synchronization of the datasets only if that item occurs in both systems naturally
- Data Aggregation: Data is taken or received from multiple systems and inserted into one
Email marketing can be hard, but it does not always have to be. Taking the time to integrate solutions to various pain points now can save you a lot of time and stress in the long run. These solutions will help you increase the success of your email campaigns over the course of time.