Not much email engagement? 6 common marketing mistakes (and how to fix them)

01 May 2019
By: Katie Jameson
Director marketing EMEA

What do you do if your audience isn’t engaging with your emails? It’s an easy marketing problem to have, though the consequences stack up and hurt the business in both short and long run. When your customers and prospects aren’t interested, they’re not effectively moving along in the customer journey – which ultimately leads to lower conversion rates.

Katie Jameson of Act-On knows how common marketing mistakes with emails can be. Here she provides 6 solutions to fix them.

However, you know it’s important to boost email engagement because that’s how you build traction within a nurture campaign, drive more traffic, gain marketing qualified leads, strengthen brand awareness and trust, share promotions and updates, plus so much more. So, why aren’t your email marketing efforts paying off when you have the right technology? You may be making a few of these common marketing mistakes that contribute to decreased engagement and lower deliverability:


  1. Your emails are general and come off as batch-and-blasts

Consumers have increasingly high expectations for personalised content – mass emails to all your contacts are ineffective and outdated. Leverage your marketing automation platform by segmenting lists and creating personalised nurture campaigns tailored to your audience’s digital breadcrumbs and demographics, so they can count on you to send relevant emails.


  1. You’re thinking too much like the business, instead of your audience

Remember to put your customer hat on and examine what you’re sending from their perspective, why you’re sending this email, and where the value is. The email should always be in the audience’s best interest, so build out your buyer personas and create emails with their pain points and behaviours top of mind. Great messaging is knowing your audiences and delivering valuable content, whether it’s in the body of the email or an invitation to read the latest blog post or ebook.


  1. Your email subject lines are vague, intended to leave the reader curious to learn more

Think of all the emails that are in every person’s inbox these days – and imagine how many of those are ambiguous to entice the reader. When there’s so much to choose from, your audiences are more inclined to click on what they know they’re about to read. They’ll appreciate when you make your message clear and concise from the get-go.


  1. Your call-to-actions aren’t clear, don’t exist, or get lost

If you want recipients to engage with your emails, let them know how they can with a clear call-to-action. Reinforce the subject line, use strong action verbs to move your readers to action, include social proof that reflects they’re following the crowd, and answer the question, “What’s in it for me?” Also, remember to make it stand out in a clearly visible spot, so it grabs readers’ attention.


  1. You aren’t leveraging your analytics as much as you could

The amount of data at our fingertips is overwhelming and often paralysing. But within the data, there are patterns that illustrate where you can improve. Leverage the reporting and analytics in the platform you use to see where you are finding success, and why. Experiment with A/B testing and make adjustments. Reevaluate automated emails where your audiences notably start disengaging and continually improve upon your findings.


  1. You blame your problems on the technology when there’s not a clear strategy

AI-driven technology has completed changed the marketing landscape over the past decade, though strategy will always be the driving force for success. It’s important to first establish your objectives that will help you find the best software match, implement with clean data, and have clearly defined strategies to execute and achieve those goals.

Want to hear more from Katie? Well, you’re in luck. You can catch her at Ignite 2019 where she will be talking on how to make marketing automation a reality.