You thought you'd planned everything: an email design that appealed to you, a subject line you liked, targeting that spoke to you... And yet, the results of your email acquisition campaign aren't living up to your expectations.
So what can you do to revitalize your KPIs? Is your email acquisition campaign really a failure?
Here's how to analyze and improve the results of your future prospect emails.
Are your email campaign objectives achievable?
As a general rule, the main objectives sought by advertisers are:
- A high opening rate
- A high-performance reactivity or click-through rate
- An efficient transformation rate
- A ROI operation thanks to the conversions generated
But have you set a target figure that is really achievable? A common mistake among marketers is to expect the same results from email acquisition campaigns as from CRM campaigns.
But the target is totally different. One is already familiar with your brand and awaits your communications, while the other has little or no knowledge of your offer or brand and is more difficult to reach.
It's therefore essential to review your numerical objectives when talking about email acquisition.
Here's an example to illustrate the difference in results: in the fashion sector, an effective reactivity rate in CRM is on average between 15% and 25%. For an acquisition campaign, it's between 4% and 8%.
What steps can you take to avoid a failed email acquisition campaign?
If you notice an email acquisition campaign has failed, the first thing to do is to analyze each performance indicator that may have been lacking to understand the reasons for this result.
This will enable you to test certain optimization avenues to improve prospect engagement for future campaigns.
My opening rate is low
Reasons for this low opening rate
- An inappropriate subject line
- An unappealing or poorly written subject line
- A SPAM arrival problem
- Poor targeting
- An offer not adapted to the target
- Too much commercial pressure for all advertisers at this time of year (sales, Black Friday)
What to do about it
- Revisit your targeting criteria
- Choose a sender that inspires confidence
- Choose subject lines that best reflect the content of your email
- Stimulate desire by playing on feelings (mystery, urgency, questioning) when you write your subject line
- Complete your subject line with an attractive pre-header
- Be careful with the use of keywords that are widely used at certain times of the year and can lead to spam
- Avoid spam-related vocabulary
My email generated few clicks
Reasons for this low reactivity rate
- A misleading subject line that does not reflect the actual content
- A poor, unsuitable or non-responsive design
- A broken display on some email providers
- Too few clickable elements
- A lack of CTAs (call-to-action)
- An offer that is not sufficiently visible or readable
- Too much text
What to do about it
- Opt for a performance-driven email design
- Check beforehand that your email is correctly displayed on all devices and email providers
I haven't collected many leads
When you collect via a click-to-lead email, this result is often the consequence of a low reactivity rate.
In the case of lead collection via a dedicated traffic email and a registration form:
Reasons for the low conversion rate
- A form with too many fields or steps
- A form that is not sufficiently visible
- A landing page with too much or too little information
- Too many outbound links in the email redirecting away from the landing page
- Too many outbound links on the landing page
What to do about it
- Summarize the offer clearly
- Choose attractive visuals
- Design a highly visible form with a limited number of fields
- Test more or less detailed content
- Depending on your sector, add customer testimonials as social proof
Few conversions
Reasons for this low conversion rate
- A conversion tunnel that is too long or too complex
- A lack of stock
- An offer whose validity date has passed or is too short
- A discount conditional on purchase levels that are too high for a prospect
- Broken links
- Incorrect information such as pricing
- High delivery costs or unsuitable delivery methods
- A problem with sales tracking
- An email with too many outgoing links outside the merchant site
What to do about it
- Check the existence and accuracy of each element (product, link, price) before sending
- Analyze and optimize your conversion tunnel to make it as short and simple as possible
- Offer a welcome package
- Keep in mind that, depending on your sector and your products or services, the buying cycle may be much longer for a prospect
Thanks to these optimization tips and best practices, learn from the failure of your email acquisition campaign to optimize your future operations.
The secret of a successful campaign is above all to test every variable in your acquisition email before deciding on a subject line, design or content.
Don't hesitate to A/B test your emails in advance so that you can concentrate your distribution potential on the version offering the best KPIs.
