Why is my email campaign failing? Why am I not getting any responses? What could have gone wrong? How do I make it work for me?

If you are looking for answers to these, you’ve come to the right place.

There is no doubt email marketing is among the channels that offer maximum bang for your buck. With industry studies estimating an average ROI of between $38 to $42 for every dollar spent, suffice to say the benefits are undeniable, and email marketing must be a part of your outreach strategy.

But, yes, there is a downside: you get to enjoy the results only if you do it right. Multiple elements are involved, and unless everything is in place, your campaigns could lose their way and end disappointingly.

To know where you could lose your way, here is a checklist.

Evaluate your email campaign against these parameters

• Check the source of your data.
• Evaluate the quality of data
• Identify the segment
• Assess your mail subject line
• Offer content of value
• Personalize, personalize, personalize
• Make it eye catching
• Be data rule compliant
• Be smart. Use automation
• Monitor and evaluate

#1 Check the source of your data.

While first-party data gathered through your websites, interactions etc. are the best source, it is often not enough. To meet the volume demands, second party data or third party data are the next best alternatives.What you need to keep in mind however, is to source these from known sources such as responsible providers or close partners who collate data ethically.

Prioritize first party data as much as possible.For volumes, reach out to trusted, qualified data providers.

#2 Evaluate the quality of data

Substandard data can wreak havoc. Data, whatever the source, undergoes decay.This is normal. Whether it is first, second or third party, it needs regular updates and cleansing. If data is outsourced, ensure your provider has the competence to update, clean and scrub data before sharing it with you.

Ensure you use scrubbed, clean data from a trusted provider.

#3 Identify the segment precisely

You may have long prospect lists. However it is important to target specific audiences only for maximum response. Identify tour target persona or ideal customer profile. Extract only those data sets that match these criteria for your campaign. You can further ask for qualified data based on intent level and readiness to purchase to optimize your conversion chances.

Focus on accurate segmentation and look for qualified data.

#4 Assess your mail subject line

Most mails from unknown addresses get rejected based on the subject line itself. The first stage in campaign success is getting the addresses to open the mail. The subject line is the key element here. Use a mixture of relevant information and suspense to pique interest and nudge the address to open the mail.

Spend time to craft a compelling subject line.

#5 Offer content of value

Now that you have got the addressee to open the mail, make sure it's worth it. Provide content that is relevant, of value and is timely.Use the Attention, Interest, Desire , Action(AIDA) framework to structure your message. Capture attention through an engaging opening or subject line. Follow it up by addressing a pain point to build interest. Highlight benefits to evoke desire and encourage action with a CTA.

Use AIDA to avoid disappointing with irrelevant content.

#6 Personalize, personalize, personalize

With personalized content, customers feel heard and special. They feel valued. Content that is personalized conveys genuine interest and knowledge of the unique situation, challenges and background and delivers an optimal user experience that lays the foundation for sustained relationships.

Know your prospect to tailor personalized messages addressing specific needs.

#7 Make it eye-catching

Visual elements are more effective in grabbing attention. Add design and formatting elements to make the messages pleasant and attractive.Use color and images to build brand recall. Place text strategically for maximum impact. At the same time, ensure that images download quickly, render well on mobile, laptop and all screens and convey the message effectively.

Leverage the power of design to capture attention.

#8 Be data rule compliant

Privacy and confidentiality rules compliance is a hygiene factor. Adhere to GDPR, CCPA and any other region specific rules. This will not only ensure your mails reach the recipient but will also keep you safe from legal action. Include the unsubscribe button, get required consent and strictly avoid spamming your contacts.

Play it safe. Abide by data protection rules.

#9 Be smart. Use automation

Marketing automation tools exist to ease processes. Leverage tools to automate repetitive actions. Use these to schedule mails at regular intervals. Eliminate tedious work. Focus on core messaging to focus on positive outcomes. Bring in human interaction where it matters.

Automate for efficiency, speed,accuracy and handling large volumes.

#10 Monitor and evaluate performance

Establish key performance metrics. Capture data that reveals performance impact. Evaluate the cause and effect . Use A/B testing to know what is working and what is not. Use an iterative approach based on results at each stage to fine tune the process.

Measure, assess and rectify as you go, steering towards the goal.

Whether it is for engagement, nurturing or lead gen all email campaigns  need a clear roadmap. Clear CTAs, a steady cadence of mails without overdoing frequency, not being overly salesy are points that need due attention. At the same time, maintain flexibility. Stay open and dont hesitate to make changes when you see the campaign veering off the path. To reassess and course correct are important components. Successful campaign executions come from a mix of a scientific approach and a trial-and-error method.

Chances of success increase based on experience. This means it is often a good decision to outsource the complete process to professional marketing agencies. In larger organizations, in house teams execute these, however they lose out on the benefit of varied and extensive experience that a professional business offers. Who runs your campaigns for you? What are your challenges?

Do share and let me know.