You're Sending The Wrong Content
Many small business owners and solopreneurs fall into this category. Because you just don't know what content to send you just replicate what you see in your inbox, which tends to be a lot of sales emails. If sales emails are all that your subscribers can expect from you, that gets old.
Yes, it's important as business owners to present our offer and present it often, but that is not the only way to use email marketing. Email marketing is the perfect way to build a community on your brand values and to really connect with people on ideas, topics and events that matter to those in your community.
Email marketing is a great way to tap into what your community members are feeling, what values are important to them and how you can fill the gap. Sales emails are important and you should definitely be sending them but those are not the only emails that you want to send.
Make sure that you are sending the right kind of content for your audience and that will be different for everybody. What my audience needs from me is not the same as what your audience needs from you. Determine what your community needs by asking yourself these few questions:
Who is my community made up of?
What is important to them?
What are their pain points are?
How you can I help solve their problems?
So let's recap for reasons why your email marketing is not working
- You don't have clear goals for your emails. Make sure that it is clear from you before you even write the emails
- You are inconsistent. Just like you would work to be consistent on social media, fulfilling orders, securing new clients, you need to be consistent with your email marketing.
- You are not using the right email service provider. After you’ve determined what you want to accomplish with email marketing, ask yourself how you're going to accomplish this. Then find the email service providers that will help you get there.
- You are not sending the right content to your audience. Your subscribers are not intrigued by the content you've sent in the past, so they don't want to open your emails or take action when they do. Learn what your audience needs from you and what kind of content you can create that will appeal to those needs.
Starting your email list and getting subscribers is great, but what if you start your email list and it's just not working for you?
Maybe your subscribers are not opening your emails.
Maybe they're opening your emails, but not clicking on your links.
Maybe you're just not sure how to be consistent or don’t know what to say in your emails.
Here are some reasons why email marketing may not be working for you.
Your Goals Aren't Clear
Having clear goals and intentions is the first step in reaching any marketing goal. Goals guide your actions and efforts as you progress to the finish line.
Similarly, you need to have a clear goal, something that you want to accomplish with every email you send. What are you expecting people to do once they see your email?
Are you expecting to happen once these emails go out?
Are you expecting people to click a link?
Are expecting people to reply to the email?
Are you expecting people to forward the email to other people?
When you have clear measurable goals for your emails, it's simple to understand what elements should be in your emails and what actions you need to take. You can clearly map out what you need to say, when you need to send emails, and who you should send them to. If you really want to take it up a notch, be sure you attach some numbers to those goals.
You sent an email 3 months ago and now you're wondering why you can't build your community or make sales with email marketing.
To see success with email marketing you have to be consistent! Your audience has to know that they can expect to see your name in their email inbox every week. They have to know that they are going to get value when they open your email. They have to know that when you send them an email you mean what you say you're going to you are going to stand on the values of your brand.
So if you want email marketing to work for you, you have to work it!
Sending emails has to be a regular occurrence just like you would post Instagram or just like you would make sure you update your website. You need to be using email marketing just as, if not more, consistently than you would your other marketing avenues.
You're Using The Wrong Email Service Provider
I recently made this post on Instagram
Email marketing service that your website provides may be good enough to get you started and make sure that your potential customers and customers are familiar with seeing your name and their inbox. But it's not going to be enough to see the success that you want to see with email marketingin the long run.
You're going to need a more powerful system that will help you manage the emails that you're sending and your subscribers as well. Many times with your website's email service provider you can only send a limited number of emails per month and depending on your audience’s size and how often you plan to email your subscribers, that's just not going to be enough.
I am currently using Convertkit as my email service provider. It allows me to send automated emails easily and that's something that's important to me. Convertkit also helps me manage my subscribers based on what day purchased and specific actions that they taken. Deliverability, automated sequences and the ability to schedule emails are a priority for me, and Convertkit met each of those needs at a reasonable price. I pay $29 per month, but you can try Convertkit with up to 1000 subscribers for free as long as you need when you click here.
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