When done well, email marketing is an awesome tool for promoting your business and getting new customers. But it can be tricky to navigate… from low open rates to complying with regulations, some of these hurdles can really impact your campaign success and sales.
Whether you’re looking to up your email marketing game or start from scratch, it’s important to have the right tools and strategies. This blog post looks at the common challenges in email marketing, plus how to improve your overall marketing efforts so you don’t make any of these classic mistakes.
How does email marketing support lead generation?
As predominantly lead generation software, here at ScoreApp, we know the importance of email marketing for seeing success when it comes to turning those leads into customers.
When you’re using ScoreApp as a lead magnet or waitlist software, we help you to generate, gather, and capture leads. But the journey often doesn’t end there, as the sales come through nurturing your leads via email. Although we have some great features inside ScoreApp to support your email marketing efforts, the real results come from using a dedicated email marketing tool alongside our software.
That’s why we make it super easy for you to integrate many email marketing service providers such as ActiveCampaign, Hubspot, and Mailchimp. If you haven’t already chosen a tool, we’d recommend checking out this email marketing software comparison list alongside this blog post.
1. Low open rates
Inboxes are a crowded place for everybody these days, and unless the emails you send are really compelling, with obvious value for your target customer, they will likely be ignored.
How to fix it:
- Personalisation: Get on first-name terms with your recipients, and tailor your content based on their preferences. Your emails will be more relevant and engaging and therefore more likely to be opened. ScoreApp helps you customise emails through information gathered from quizzes and surveys.
- Compelling subject lines: Your subject lines need to make your audience sit up and take notice! Use power words to create a sense of urgency, or ask a provocative question that generates genuine curiousity.
- Optimal timing: Send emails when recipients are active. Timing is everything. ScoreApp’s analytics will help you find the best times to send emails based on your recipients’ behaviour. Your emails need to land in inboxes at opportune moments!
- Segmentation: Segment your email list so your content is more relevant to different groups. ScoreApp will help you segment people based on their quiz results and answers to questions. This is such a quick and easy way to make sure everyone receives content that resonates.
2. High unsubscribe rates
It’s a lot of work to build a valuable subscriber list, so you don’t want to lose people and affect the potential reach and engagement of your future campaigns. With ScoreApp, it’s easier to see what topics your audience will prefer, what stage of their business they’re at, and other key information. This puts you in the perfect position to tailor your content.
How to fix it:
- Content quality: Make sure your emails deliver value through informative and engaging content. ScoreApp helps you tailor your content with insights obtained using data from quizzes and surveys. Need help? Take a look at ScoreApp’s ready-to-go templates.
- Frequency management: Always balance the frequency of your emails so your subscribers don’t get overwhelmed. Too many emails lead to fatigue and unsubscribes. Analyse engagement metrics through your chosen email marketing software to decide the optimal frequency for sending your emails.
- Feedback mechanism: No matter what you do, some people WILL leave, but always ask for feedback so you can improve future emails and sequences. A feedback scorecard with ScoreApp will help you refine your strategy based on feedback.
3. Spam filters
Don’t spend ages crafting great emails for them to go straight to spam! This is possibly the most frustrating challenge of all, as you’ll feel like you’ve completely wasted your time.
How to fix it:
- Clean lists: Regularly update your email lists and remove inactive or invalid addresses. A clean email list improves deliverability – reducing the chance of your emails being seen as spam. ScoreApp helps you maintain clean email lists by removing invalid or inactive addresses for you.
- Reputable email service provider (ESP): Choosing the right ESP with optimal deliverability rates is really important when it comes to avoiding spam filters. ScoreApp integrates with top-tier email service providers, so your emails reach inboxes.
- Avoid spam triggers: Certain keywords or phrases can trigger spam filters. ScoreApp’s content optimisation features help you write messages that avoid common triggers, increasing the chances of emails being delivered successfully.
- Authentication: Email authentication protocols verify that your emails are legitimate and reduce the chance of them being marked as spam. ScoreApp supports the implementation of DKIM, SPF, and DMARC to build your reputation as a sender.
4. Design and mobile optimisation
If your emails don’t display on all devices, it leads to a poor user experience, and this is NOT a great way to keep your audience engaged! You should consider mobile use for all aspects of your digital marketing, from your website, landing pages, and lead magnet, all the way to your regular emails.
How to fix it:
- Responsive design: A responsive e-mail template means your emails look great on any device. Many of the email marketing tools that integrate with ScoreApp offer a range of mobile-friendly templates that adjust to different screen sizes, providing a seamless viewing experience.
- Simple layouts: Overly complex designs are tricky to navigate, especially on smaller screens. ScoreApp provides easy-to-use design tools that help you create clean, user-friendly layouts that are easy to read and engaging.
- Testing: Pre-send testing checks your emails display properly on all platforms. ScoreApp includes testing features that allow you to preview how your emails appear on different devices, helping you catch and fix issues before you press send.
5. List management
Do you know who you’re talking to? Keep checking! If you don’t manage your email lists, your emails won’t be delivered or maintain the interest of your audience.
How to fix it:
- Segmentation: Segmenting your list means your emails are always relevant and targeted to your subscribers. ScoreApp’s advanced segmentation tools help with precise targeting, meaning the right message gets to the right audience.
- Engagement metrics: Keep track of your open rates, click-through rates, and conversion rates. This will help you identify inactive subscribers and re-engage them. ScoreApp provides detailed engagement metrics so you can analyse your email performance and make data-driven decisions.
- Double opt-in: A double opt-in process helps you check that new subscribers are genuinely interested in your content, and this leads to a higher-quality email list. ScoreApp supports this, so you can be sure your subscribers are always interested and engaged.
6. Content relevance
How do you please everyone all of the time? It can seem like an impossible task, but ScoreApp will help you to deal with this challenge! You can use our software to find out what your audience is interested in and display that in the best format possible.
How to fix it:
- Audience research: What does your audience actually care about? You need to know this to create relevant content! With ScoreApp, you can gather insight through quizzes and surveys so you can tailor your content to address the right interests and concerns.
- Dynamic content: Dynamic content means that you are personalising your emails in real-time to make them as relevant and engaging as possible. It sounds like a lot of work, doesn’t it? BUT, ScoreApp integrates dynamic content into your emails!
- Regular testing: A/B testing helps you identify which content strategies work best for your audience. Use your email marketing tool’s A/B testing capabilities to experiment with different content and optimise your emails based on performance data.
7. Tracking and analytics
Email marketing can be time-consuming, so you need to know what’s working and how to get the best return on your investment! As with all marketing methods, you should regularly track your data and make tweaks for improvement.
How to fix it:
- Clear KPIs: Establishing clear KPIs helps you measure the success of your campaigns. ScoreApp helps by defining and tracking these KPIs, so you get an accurate view of your email performance.
- Analytics tools: Analytics are crucial for understanding how your emails perform and where you need to make improvements. ScoreApp’s analytics tools allow you to track key metrics, gather insights, and identify trends.
- Regular reporting: Consistent reporting is important to help you stay on top of your email marketing performance and adjust your strategies. ScoreApp will provide detailed and easy-to-understand reports, so it’s simple to analyse campaigns and make informed decisions.
8. Compliance with regulations
There are LOTS of regulations to consider when dealing with customer data and it can feel overwhelming. But there are easy ways to stay compliant – each email marketing tool should have its own information on compliance for you to research.
How to fix it:
- Legal awareness: Understanding the legal landscape of email marketing is crucial. ScoreApp provides resources and guidance to help you stay updated on relevant regulations, this way you can be sure your campaigns stick to legal standards.
- Consent: Explicit consent from your subscribers is a legal requirement for email marketing, but it is also a way to build trust with your audience. ScoreApp’s opt-in forms collect clear consent from your subscribers, so compliance is easy.
- Unsubscribe option: A simple, visible unsubscribe option is another email marketing regulation. ScoreApp includes easy-to-use unsubscribe options in all email templates, so you stay compliant and maintain a positive relationship with your subscribers.
Improve your email marketing results with ScoreApp
Let’s recap how ScoreApp can support your email marketing efforts. With ScoreApp, you can:
- Personalise and segment your email lists for targeted communication
- Create great, dynamic content and use A/B testing to ensure your messages resonate with your audience
- Monitor engagement metrics and use analytics to make data-driven decisions
- Maintain compliance with regulations effortlessly
Don’t forget, you will still need a separate email marketing platform to get the best results. Choose from our selection of tools with easy integration here.
Don’t let email marketing challenges hold you back! Try ScoreApp for free today and transform the way you engage with your audience.
