In our last blog post, Is Email Marketing Dead?, we suggested that email marketing remains an integral part of a corporate marketing strategy—when executed properly. Today, we’ll discuss two real-world cases where Email Campaigns did not deliver the expected results. We’ll also share actionable suggestions that can help improve performance in similar situations.
Case I: Inaccurate and Non-Targeted Lists
A client company that provides business process management services was facing issues with their email marketing efforts. Their email campaigns were not producing the results they were expecting. They had expectations of campaign response rates in excess of 20%, while the actual response rate was only 5-7%.
After working with many email marketing vendors, they approached aMarketForce to evaluate their entire email marketing process. aMarketForce analysed all campaign components and found a key issue. The lists our client was using were neither clean nor sufficiently targeted. Their marketing program office was buying prospect lists from a variety of sources, and these lists were not verified or sanitised prior to their use in campaigns. Furthermore, list quality (currency and contact information accuracy) was poor. Though the lists had thousands of apparently correct contacts, many were minor influencers, and unrelated managerial roles and not decision makers.
The story ended well when aMarketForce fixed the issue, but the key takeaway is that clean, current databases are vital for successful email campaigns.
The campaign manager must prioritize role-based decision makers and influencers based on sales needs, not just job titles that sound right.
4o Knowing your target audience will ensure that you are reaching the right people in your email campaigns.
Case II: Poor Conversions – Email Subject Line as Well as Content is Vital
Our subsequent case concerns a purchaser whose enterprise is designing, building, and installing progressive custom fixtures and displays. They promise accelerated brand visibility by showcasing commercial enterprise merchandise at industrial places. While they had been promising visibility to their customers, they struggled to build their very own logo. Their email campaigns obtained feeble responses. After reviewing their affairs, aMarketForce counseled a scientific, check-driven method. We created several awesome email templates, two problem traces, and body contents (4 emails in total). The campaigns were rolled out using those combos. After determining the exceptional-performing styles and content, we matched recipient profiles to the handiest emails. Then, we segmented the lists via goal titles and rolled out the campaign with tailor-made messaging and calls to action. This method produced drastically better outcomes, attaining a 20% click-through rate. The right template, messaging, and CTA—centered on the proper roles—helped reap the favored consequences.
These cases illustrate some of the issues that can influence campaign effectiveness, boiling down to the bottom-line: campaign conversion ratio is most important in measuring the success of any email campaign. Whenever your conversions are low, you should go back and first check on few of these factors: list quality, email campaign messaging, call-to-action, subject line and campaign execution date and time (which we will examine in later posts).
We will continue with more such email campaign case studies in our next blog. To know more about our email marketing services call us at 408-342-1700 to discuss your situation. Request a quote for email campaign services.
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