What’s Making your Email marketing ineffective?

A proven and reliable digital marketing tactic, email marketing has existed since very early days on the Internet and web. However, there are still a few companies in existence who’s marketing strategy is devoid of email marketing. However, being ubiquitous does not imply that email marketing is always well executed and implemented.

More often than not, email-marketing campaigns are left to be without regular oversight and effective management thereby leading to gradual dwindling of the results they generate. The reason for your email marketing campaigns underperforming is not necessarily falling of the channel. Not grabbing enough opportunities for optimization might also be responsible for this failure.

When implementing and managing the email marketing campaigns, a number of companies make the following mistakes causing their campaign to be a failure:


  1. An absence of goals

The first essential step to see success with digital marketing campaigns is to set proper achievable goals for yourself. Considered to be the tried and tested legacy methods of digital marketing, email marketing campaigns often do not have goals attached to them. Thus the possibility of losing sight of overarching goals when responsibilities and campaigns are handed from one hand to another is high making the campaign fall into a pattern of coasting.

To be informed by business objectives is imperative when setting email marketing goals. Instead of lacking context, the goals should be meaningful and not just achievable. To simply set a goal of achieving higher email click-through rate is a largely vague and non-meaningful goal.

However, in case you are seeking to acquire more repeat customers for your business, the specific goal then is supposed to contribute to this objective. If you are looking for repeat traffic ultimately leading to conversion, a higher click-through rate from pre-existing visitors acts as a progressive milestone towards your goal.


The first step you need to take, if you have not set a measurable and precise goal for your email marketing campaign, is to reassess your campaign and goal. Even if the goal you set a while back has not appeared to work well for your business, you may seek to reassess or reevaluate if it is still relevant to your business.

  1. Improper list segmentation

List segmentation is among the highly critical factors when determining the success of an email marketing campaign. The “spray and pray” phenomenon is a thing of the past. You’d not to receive promotional emails in your inbox if they are not relevant to your specific interests or needs; hence, proper segmentation is an inevitable part of a well planned email marketing campaign.

Spending time on maintaining your distribution lists and optimizing them at regular intervals is essential. For your emails to appeal to unique segments of the list, you must also devote extra time and creativity to write and design different emails to target specific lists.


  1. An unstructured distribution schedule

A mailing schedule that isn’t designed or implemented strategically, is as harmful as mailing to a huge list without segmenting them based on interests. The distribution times too, like most other elements of the marketing campaign, need to be tested and optimized accordingly. Instead of randomly sending emails when you feel like it, send them at a time when you think you have something relevant to tell and the time to say it is appropriate.

Mostly, the distribution schedule that ends up successful for your business is largely personal to your business. It may not work for another business, even though you might want to stick to general rules of thumb. The mailing frequency, day or time the email is sent might impact the result generated according to how successful were you in capturing the audience’s attention. Test for different days, times, and frequencies and then zero in on a distribution schedule that performs best for your business. This will optimize the result of almost every promotional email you send.

  1. Boring content

The Internet is overflowing with content to help keep audiences informed and entertained. When competing for attention among multiple emails in an inbox, you need to focus on offering what other brands in competition do not. Your target audience, like most web users too is likely to be distracted and may be bouncing back and forth between apps throughout the day. Thus, if the content is boring, your email marketing efforts will go in vain.

The email itself is not all that email marketing is about. If there is nothing worth mailing the client about, your email may be left unnoticed. Also, if you fail to provide high quality brand content, some users might as well unsubscribe from your email marketing lists. Depending on the type of business, the content needs to take different forms to suit the needs and interests of the consumers. A fashion brand may need to focus on latest trends or styles, while formal businesses need to focus on providing real time case studies or research papers.

The subject line must appeal to the user, since the email body won’t matter if the email left unopened.

  1. Missing CTA’s and mismatched intent

A call-to-action is inevitable for your email marketing campaign to be effective. The odds of potential clients taking action towards conversion if you fail to direct them are scanty. Your email has to direct them about what to do.

Also, simply having a CTA is just a stepping stone. Your CTA should be set at a noticeable place in the email and must be enticing enough for the user to notice and to believe that clicking the link will benefit them.

The CTA must inform the user of what they’d find next. If the CTA calls to ‘shop sale’ and the page they land on does not offer discounted prices, the mismatch may make the consumer feel cheated, thereby discouraging them from paying heed to your emails in the future.


  1. You don’t know your customer or aren’t personalizing enough

You can no longer win customers with blind sales pitches. You must equip yourself with a number of ways to know about your recipients and how they interact with your email. You can get to know the customer better with making not of their behavior like clicks and unsubscribes, and email opens.

Also, for returning customers and to build a relationship with potential clients you would need to personalize messages. If a customer has bought something previously, you may want to inform them of something they may be interested in now.



Though a tried and tested tactic, email marketing may still not yield desirable results for businesses simply due to the mistakes and errors they make. Improving your email marketing initiatives and avoiding these mistakes will help generate strong leads and profits with minimal investment.


“If you tell the truth, you don't have to remember anything.”
― Mark Twain

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