How to remedy a failed email acquisition campaign?

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 KPI's? 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?

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/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 object? Unappealing? Poorly written?

• 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 a list of subject lines that best reflects the content of your email

• Stimulate desire by playing on feelings (mystery, urgency, questioning...) when you write your object.

• Complete your object with an attractive pre-header

• Be careful with the use of keywords that are widely used at certain times of the year, and which can lead to spam (Sales, Black Friday...).

• Avoid spammy words

My email generated few clicks

🔎 Reasons for this low reactivity rate :

• Disappointed by a misleading subject line or one that doesn't reflect the real content of the email?

• A poor, unsuitable or unresponsive design?

• A broken display on some email providers?

• Few clickable elements?

• A lack of CTAs (call to action)?

• An inconspicuous/unreadable offering?

• Too many texts?

   ...

👉 What to do about it :

• Opt for a performance-driven email design

• Check beforehand that your email is correctly displayed on the various devices and messaging 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 dedicated traffic email and registration form:

🔎 Reasons for the low conversion rate :

• A form with too many fields or steps to fill in?

• An inconspicuous form?

• A landing page with too much or too little information?

• Does your email contain too many outbound links that redirect you away from the landing page?

• Does your landing page contain too many outbound links?

...

👉 What to do about it :

• Summarize the offer clearly

• Choose attractive visuals

• Design a highly visible form with a limited number of fields (ask only for essential information for a first contact).

• Test more or less details / content

• Depending on your sector, add customer testimonials as social proof.

...

Few conversions

🔎 Reasons for this low conversion rate :

• A conversion tunnel that's too long/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 ties?

• Incorrect information (e.g. pricing)?

• Are high costs or delivery methods an obstacle?

• A problem with sales tracking?

• An email with too many outgoing links outside the merchant site (social networks, etc.)?

...

👉 What to do about it :

• Check the existence and veracity of each element (product, link, price) in your email before sending.

• Analyze and optimize your conversion tunnel to make it as short and simple as possible

• Offer a welcome package

Bear in mind that, depending on your sector and your products/services, the buying cycle may take much longer for a prospect. As a result, conversions may take several days or even weeks to pick up.