Connect with us

Digital Marketing

9 Reasons Your Emails Get Rejected

9 Reasons Your Emails Get Rejected

9 Reasons Your Emails Get Rejected Its email dating 101: there’s nothing worse than waking up, checking your email, and finding that annoying email from last night – trying to get back into your inbox for a second round.

As with dating, a lot can go right in an email. The person you’re currently sharing your message with might just be the perfect customer for your brand. Your email might appeal to their needs and build a lifelong relationship. Or your recipient may discover that while you two have no chemistry, your product would be a perfect match for one of their friends.

9 Reasons Your Emails Get Rejected

But (also like dating) a lot can go wrong. If you’re striking out in your email campaigns, you’ve got to tweak your pitch. Here are nine reasons that marketing emails get rejected – do any of these sound familiar?

[How to Check Gmail Storage]

1. Your subject lines made a bad first impression.

Your recipient’s experience with your email starts before it’s ever opened – with the subject line. A lot is riding on these 50 characters or less. Some classic subject line “don’ts” include boring copy, ALL CAPS, excessive exclamation points, and – of course – deceiving messages. The subject line “Warning” or “Re:” might earn you opens, but it won’t earn you customers.

What to do:  A/B test all your subject lines. Make sure they reflect your email’s intent.

2. You bored them to death.

Are your emails dry, long, and/or monotonous? Imagine that the recipient is looking for her shoes, her dog is barking to be let out, and she’s late for a meeting. She does not have a year to spend decoding and analyzing your jargon. This is your chance. Don’t waste it.

What to do: Don’t be afraid of a little “edge,” a human touch, or even a fun, unusual inclusion. And don’t write a novel – the faster you get to your CTA (when you ask for a second date), the better.

3. You forgot to test your display.

You wouldn’t show up to date in a stained shirt, or with toilet paper stuck to your shoe – which is why you check out your appearance before you arrive. Email is similar. Don’t show up in your buyer’s inbox without testing your display.

What to do: Before you send out an email, test it on all email clients – and don’t forget mobile.

9 Reasons Your Emails Get Rejected

4. You advertised a bigger, better, or cheaper version of yourself.

Don’t exaggerate your height in your online dating profile, and don’t make false promises in your emails. Are you a car dealership? Splendid – I’m in the market for a car! But don’t claim your deals are “once in a lifetime” if you’ll be holding the exact same sale next weekend.

What to do: You’re looking for a long-term relationship, not a one-night stand. There’s no need to advertise your challenges, but if you highlight qualities you don’t really have, your customer will eventually find out.

5. You forgot his/her name.

During my worst date in college, the girl admitted she’d forgotten my name. She explained that she’d gone on a lot of dates recently, but the damage was done. Guys and girls, you need to personalize your emails – at the very least, don’t use the wrong name.

What to do: When you email your database, use first names if you’ve got them.  This is easy if your marketing automation allows you to use “tokens” in your emails.

6. You brought up money too soon.

9 Reasons Your Emails Get Rejected

Email is not the place to ask for a sale – it’s like asking your date to buy your dinner while you’re still eating appetizers. Many people read emails while they’re rushed, busy, or waiting in line for coffee, which is why an email is a great place to build relationships with your customers or to educate them on your product or deals. Don’t address your greed – address their needs.

What to do: Don’t mention pricing in your email. Mentioning a free trial or referral program is fine, but don’t overdo it.

9 Reasons Your Emails Get Rejected

7. You over-shared. Again.

Your audience doesn’t need emails about how you’re remodeling your building, or how your company recently celebrated its fourteenth month in business. Save this kind of update for your blog or social…or for a phone call with your mom.

What to do: Keep your emails about the reader. They should be interesting and entertaining to people who aren’t already 100% invested in your brand.

8. You came off as insecure.

Making fun of the competition just makes you look insecure. And if you’re saying this to customers of your competitor, it’s even worse – they hear, “Everything you own is terrible, and ours is better.”

What to do: Take the high road. If you are truly better than your competitors, the proof will be in the results.

 9. You didn’t listen.

Email marketing is about the conversation. Don’t send multiple emails on a topic your audience isn’t interested in; don’t send the same email twice; and – if you have the technology – don’t offer them content they’ve already viewed on your website or on social.

What To Do: Use marketing automation to listen and respond to your audience’s preferences and behaviors. Set up a subscription center. Run a survey. Listen.

Ok, supernova: you are now prepped and ready to make it past the spam filters, past your audience’s apprehensions, and into their hearts.

[How to Free Up Space in Gmail storage]

The Real Cost of Sending Bad Email

9 Reasons Your Emails Get Rejected

Behavioral personalization is fundamentally shifting the landscape of customer communication. It’s giving marketers an unprecedented level of control over the levers that drive The Big 4: user acquisition, engagement, retention, and monetization.

One of the biggest beneficiaries of this new technology is email marketing. It’s not uncommon to see case studies reporting transformative results like100-150% increases in click-thru, 10-20% decreases in churn, and 2X or 3X increases in average revenue per customer.

9 Reasons Your Emails Get Rejected

9 Reasons Your Emails Get Rejected

How much harm can it do? After all, many of us have been sending irrelevant and poorly timed emails for years, and have learned to accept relatively dismal performance as the norm. Sending an email costs fractions of a penny while developing and implementing behavioral personalization is much more pricey — right?

Wrong.

To use a battlefield analogy, sending a bad email is not a “whoops we missed” scenario that only costs you the price of the bullet. In reality, missing the shot is has a ricochet effect that can damage or destroy two critical things: your customer relationships and your bottom line. We need to start seeing failed customer communications as negative, not neutral events.

9 Reasons Your Emails Get Rejected

Communication has gone bad.

Failed communication has a negative impact on your organization because:

9 Reasons Your Emails Get Rejected

1. Negative Brand Perception = Decrease in Revenue

Negative experiences decrease the value of your brand. The amount of time and money a consumer will spend on your brand is correlated to the emotional value they ascribe to it.

2. Lowered Expectations = Increased Churn

One irrelevant email sets a lower expectation for the next, creating a downward spiral of decreasing engagement, which ultimately can lead to churn.

3. Irrelevant Content = Decreased Engagement

You get a finite amount of your customer’s mental bandwidth to try and engage with them. Wasting it with irrelevant content reduces your mind share and ultimately takes away from your bottom line.

4. Failed Communication = Increased Customer Acquisition Cost & inability to activate signups into repeat buyers

Those pennies spent failing to acquire new customers add up, and if you aren’t learning from your mistakes, you end up throwing good money after bad.

Customers don’t grow on trees!

Let’s say you have 1M email subscribers, 15% of which are “repeat buyers” spending $70 annually. Let’s also assume that the average cost to acquire and annually service a “repeat buyer” through paid and organic channels is $15. Your Average Customer Value (ACV) is $55 for the first year. That’s your return on investment from one customer.

The short-term consequence of a bad email is that it creates a lack of interest. A customer won’t disown you because you sent one irrelevant communication, but it decreases the relevance of your brand. Now, imagine that you send 5 emails over the course of a month, and 4 of them are not relevant or timely to the user causing the user to unsubscribe. Accepted standards indicate that a good unsubscribe rate is less than 0.5%, so let’s say 0.25% of total unsubscribes were attributed to this vicious cycle, after the course of the year, you have churned over 29,591 subscribers, of which 4,438 (15%) were “repeat buyers”. Here’s the cost:

9 Reasons Your Emails Get Rejected

  • You spent $66,679 to acquire those 4,438 users.
  • Over the course of 12 months, with an attributable 0.25% churn each month, you just lost an additional $112,497 in “recurring” revenue.

And that’s not including the cost of acquiring and then failing to activate the 25,152 users not classified as “repeat buyers”. Simple back of napkin calculations shows that the cost to acquire could be around $20,000 and the opportunity cost of not activating them could be in excess of $1,000,000.

You’ve lost hundreds of thousands of dollars (at least $179,077) of investment and revenue. You’ve also lost access to a key channel through which you could have fostered strong relationships. Customers have lots of options online, and we know that there will be other brands waiting to claim the consumer mindshare you’ve forfeited.

9 Reasons Your Emails Get Rejected

Sending a good email is easier or more affordable than ever before

As technology matures, behavioral personalization is more accessible and affordable. You no longer need to hire machine learning PhDs to write algorithms, developers to integrate your different databases, or specially trained analysts to run reports… there are companies that do it for you.

We don’t need to accept poor email performance anymore. Today, marketers have access to incredibly powerful behavioral analytics that come in off-the-shelf, plug-and-play packages. The power to deliver better customer experiences and transform your performance is within reach.

How have you started to personalize your customer communications? Have you seen any immediate improvements? Share your story in the comments below.

Click Here For More Information:

Digital Moosa YouTube Tools

Digital Moosa

Advertisement
Advertisement

Trending