AVOID THE JUNK MAIL LIST By Carefully Crafting Your Copy
Email marketing is one of the most effective, highest- converting, and scalable marketing strategies out there, but it also has one of the highest failure rates. Nothing is worse than seeing your hard work in the junk mail. But that’s precisely what happens when the polished email campaign that took you weeks to perfect gets filtered to the junk folder. It is estimated that 20% of global commercial emails do not reach a customer’s inbox. This number is even higher for email marketers in the U.S., who have the lowest deliverability rate of any country at 77%. Though it may feel a bit discouraging, it is still the most trusted method for business- to-business advertising! Aside from deliverability rates, there’s another issue — your customers aren’t reading your emails! In fact, 39% of consumers have 100 or more unread emails in their inboxes, and 20% report having over 1,000 unread emails. A 2021 study in March found that only about 17% of emails were opened, with a click-through rate of around 10%. It is important to note that your emails might be going to the spam or junk folder or ending up in the trash, and there may be a few reasons why. Spam Filters There are different criteria to assess incoming emails, and after looking at each factor, spam filters assign a spam score. The score determines if an email will pass through the filter — depending on the server — and that’s how it ends up in the customer’s inbox or spam folder.
One of the reasons your emails aren’t hitting the inbox may be that you’re using spam language. Certain words, codes, fonts, or images trigger these spam filters and, in turn, make the emails seem illegitimate. Subjects and Taglines Your subject and taglines have the power to make or break your email marketing campaigns. This is because your customers make a split-second decision about whether to open the email or not when they see your subject line. So it’s crucial to have a clear, strong subject line that draws their attention! After all, if no one opens your email, no one will click through it. Out-of-Date Email Lists If your email list contains addresses that no longer exist, have been disabled, or have full inboxes, your email provider may penalize you. This increases the likelihood of your emails ending up in the junk folder. An updated email list is the core of any email marketing campaign, and by maintaining it, you can create content and offers that reach your audience directly. It all comes down to carefully crafting your copy when sending successful emails. Think of it this way: If the email was sent to your inbox, what are the chances you would open it? If you wouldn’t, you cannot expect your customers to! A well-crafted business email can reach new customers, retain existing ones, and even make a customer purchase again and again.
CraigHansonCPA.com
2
Published by Newsletter Pro | www.NewsletterPro.com
Made with FlippingBook Ebook Creator