Email Marketing: Why Don't People Open Your Emails

 Email Marketing: Why Don't People Open Your Emails-Overview

If you want your  email marketing campaigns to  be successful, the first step is so obvious that you may be overlooking it: your emails need to reach a real user and convince them that they are worth opening. But it is possible that many of the addresses on your mailing list belong to accounts that no one looks at anymore. Let's see how to fix it!

Email Marketing: Why Don't People Open Your Emails

The problem of email accounts that nobody looks at

Have you ever changed email accounts, or created one just for a particular purpose? Thanks to services like Gmail, Outlook or Yahoo, it  is very easy to create an email account in 5 minutes and then let it fall into oblivion  forever. In addition, there are vital changes that make us change our email, for example, if we start a new job or if at a certain age it no longer seems presentable to us to continue using chikoloko85 [@] hotmail.com as the main email account.

To know more:BEST EMAIL MARKETING TOOL

Whatever the cause, the fact is that  abandoned email accounts are a headache for marketers . According to the Consumer Email Tracking Study of the English Direct Marketing Association, 62% of users have abandoned an email address or have considered doing so because they received too many emails. In addition, 45% of those surveyed had "ghost accounts", that is, they are still open but whose owners never enter them. This problem was more common with young users.

Abandoned and ghost accounts are a problem for marketers for a number of reasons:

You are wasting resources on inactive users. 

 Even if you use a   free email marketing service, coordinating your strategy and designing your emails is still an investment of time and money. And if those emails never get to be seen by a real person, you are wasting both.

You can end up being considered as spam . 

If an email account is not opened for a long time, email providers may end up closing it permanently. That means that the emails sent to that account will bounce, and over time the number of bounces attributed to your domain will increase. If this percentage becomes too high, email providers may start to consider you spam. And then you will have a real problem reaching your users.

It highlights the weaknesses of your content . 

If a user is really interested in you, they will make sure to open your emails. But if you fail to add value to it, it may forever relegate you to its ghost account. So if your users don't open your emails, you may have to consider the quality of your content and the relevance of your offers.

How to attract the attention of your audience again?

Abandoned and ghost accounts are a threat to  email marketing , but luckily the problem has a solution.

The good news is that  not all inactive emails are a lost cause . Sometimes, the user may still use that email address, but has filtered your emails. In general, we can establish three different cases: users who have never been active, those who have been customers in the past but are no longer active, and those who are buying your products but simply ignore your emails. 

These three ideas will help you create   more efficient email marketing :

Get back in touch with users  to ask them to verify their information and thus verify their interest in "getting active" again. If the answer is conspicuous by its absence, you should probably delete them from your database to focus on those who are really interested in your brand. As for the period of time to get back in touch, the answer depends on the situation: your customers can wait longer than people who have never opened one of your emails.

Take a look at Mail Tester . 

This tool offers you a lot of useful information about the situation of your email marketing, for example, if your emails are being marked as spam or what is the probability that they reach their destination without problems.

Study the rate of clicks and opens over time . 

If you see a downward trend, it could be a sign that it's time to rethink your emails: are the offers really relevant to users? Is the design outdated? Time to get down to business with your  email marketing !