Low open rates are a common email marketing issue. This can be due to unappealing subject lines, unclear sender names, or ineffective audience segmentation. To improve open rates, write concise, curiosity-provoking subject lines that clearly state the benefit to the reader. The sender name should be your company name or a personal name accompanied by the company name. Segmenting your audience based on engagement levels ensures emails reach interested recipients.
Low click-through rates are another challenge. Besides audience segmentation and sender name optimization, email design plays a crucial role. Call-to-action buttons should be prominent, visually appealing, and placed above the fold. Limit the number of call-to-action buttons in a single email to avoid overwhelming the reader. Images should link to the landing page but not replace call-to-action buttons entirely.
High unsubscribe rates indicate that email content doesn’t meet reader expectations. Review your email content, ensuring relevance and value for each audience segment. Offer email frequency preferences so readers can control how often they receive information. Never hide or make it difficult for users to unsubscribe.
High spam complaint rates severely damage sender reputation. This is primarily caused by collecting invalid email addresses, purchasing email lists, or sending emails to non-subscribers. Ensure a clear and transparent email signup process that complies with legal regulations. Regularly clean your email list by removing inactive subscribers to maintain list quality. Finally, always ask yourself if your emails are valuable and engaging for the recipient.