To perfect your email marketing funnels, you need to be aware of certain factors that hinder your success. Many red flags are obvious if you just know where to look. Thankfully these red flags have plenty of solutions to them as well.
Here are five common email funnel red flags to take notice of in order to see proper conversions:
Low Open Rate
While this is not a metric you usually want to use on its own, a low open rate at least indicates that your subscribers are not reading the content. Meaning your deliverability could also be low, the titles don’t spike their interest, or you are simply sending them at the wrong time.
However, a high open-rate will not always translate to success, so you should always track other metrics to measure your results more accurately—for example, a high open-rate with a low click-through rate.
High Open Rate with Low Click-Through Rate
This means you are on the right track as your readers are interested, but something about the product you are advertising is off. Maybe the price is too high, or it doesn’t actually solve their problem.
High Click-Through Rate with Low Conversions
Again, this can be associated with the same problem presented above. The readers are clearly enjoying the content as they click through; however, you cannot make the final conversion. This could indicate a disconnect in your landing page from your email. Your email had enough detail to persuade them to click on the landing page; however, the expectations were not set. Be sure you don’t have any misleading discounts and that your email and landing pages have similar expectations.
High Unsubscribe Rate
This can happen for a couple of common reasons. First, you are either marketing your opt-in copy or forms to the wrong people, sending out too many emails, or are developing copy that is not compelling enough or too spam-like for your audience.
A great way to solve this is to keep your sequences and segmentations short and direct. Don’t send emails too often. If you know your target audience well, including how you can help them, you can develop the right content, products, and services to prevent a high unsubscribe rate. Usually, unsubscribe rate is not a problem if you start with your buyer personas in mind.
Varying Unsubscribe Rates Per Sequence
Some email sequences may be too long, short, or seen as spam. Some customers may end up in the wrong sequence, too, leading to them unsubscribe. Meaning you should be sure most of your readers are in more than one sequence.
Keep these red flags in mind to know where to improve your email marketing content when a problem arises. Successful email marketing will always require consistent reviewing and updating.
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