Are you secretly worried your email marketing strategy might be broken? 😱
It’s good you’re worrying because strategic email typically drives 30% of revenue, and I’m sure you don’t want to miss out on that.
And it’s good you’re here – expert email strategist Kay Peacey has actionable steps to get your email game back on track to fight the most common email marketing strategy fails.
Let’s step up and face it together – so you don’t miss out on the big ROI you should be driving with email marketing!
Follow these steps to fix your broken email marketing strategy
Watch Kay Peacey on how to fix 5 common email strategy fails – 25 mins
Try ActiveCampaign now with a two week free trial
Email Strategy Fail #1 – Not sending enough emails
Do you find yourself only emailing your list when you have something to sell or announce?
Or not sending emails at all? Or just now and again when you remember to do it and the guilt gets you?
If you’re cringing right now, you’re not sending enough emails.
This isn’t just a minor issue; it’s a strategy breaker.
Why sending enough emails matters
When someone opts into your list, they’re essentially inviting you into their world.
Ignoring them – or worse, only emailing when you have something to sell – makes you look like a ghoster who only appears when it’s time for them to part with cash.
How often should you send email?
Failing to send regular emails means people forget who you are and can cause spam reports and email deliverability issues.
- Welcome email sending for new subscribers
Should go out within 5-10 minutes of signup - Regular email newletter sending
A minimum of once a month, but ideally weekly. Every other week is okay too. - Tips for consistency
A newsletter can be as simple as a friendly chit-chat.
What’s happening in your world? What’s new?
Watch our awesome video on How to write a newsletter when you feel like you have nothing to say for more tips on this
And join our email list to see us walk the walk every week on great email marketing strategy.
Sign up for Email & Automation tips and strategy from Slick Business
Email Strategy Fail #2 – Not getting enough clicks in your emails
Email clicks matter way more than email opens – always.
Clicks are vital because they show that your audience is engaging with your content.
Replies are great too – but it’s easier to get a click than a reply.
Clicks help build the ‘know, like and trust’ factor essential for conversion.
Check your email click rate now
If you’re not getting enough clicks, it’s a sign that your emails aren’t enticing enough.
Perhaps you’re only including one link to a high-ticket item, or maybe you’re not including any clickable links at all.
How get more clicks with your email marketing
- Curiosity clicks
Low friction, easy wins for your readers. - Opportunity in every email
Invite clicks regularly, not just when you’re selling high-ticket items.
Check out our awesome video How to boost your email opens and clicks for more tips on this.
Then join our email list to see us walk the walk with quick clickable links in every email we send.
Sign up for Email & Automation tips and strategy from Slick Business
Email Strategy Fail #3 – Sending to zombies
Unsubscribes aren’t your enemy in email marketing strategy; zombie contacts who never open or click your emails are.
Zombies don’t open or click on your emails – but the won’t unsubscribe either. So annoying!
They are doing more harm than good, affecting your deliverability and costing you money.
How to clean up your email marketing list
Engagement monitoring is your friend when it comes to cleaning up your email list.
Track who’s interacting with your emails and who’s not.
Most email marketing platforms (eg our favourite, ActiveCampaign) offer built-in tools to help with this.
Steps to remove zombie contacts from your email list
- Monitor engagement
Track opens and clicks - Unsubscribe zombies
Regularly clean your list to remove sleeping subscribers - Use your tech
Automate the monitoring process to identify zombies
Try ActiveCampaign now with a two week free trial
Email Strategy Fail #4 – Not feeding your marketing list
Your business can’t survive on an ever-shrinking never-growing email subscriber list.
Or at least – it can’t be as profitable as it could or should be.
With people unsubscribing and getting removed as zombies, you need fresh, quality contacts to replace them.
Quality trumps quantity every time.
Visit our FREE Facebook Group now
The safe place to freak out and geek out about Email & Automation + ActiveCampaign
How to feed your email marketing list with high quality new optins
Make sure there are easy, obvious ways for people to join your email list.
That could be a footer on your website, a pop-up, or social media prompts
- Easy opt-ins
Make joining your email list simple and straightforward - Lead magnets
Give something of value (ebook, checklist, PDF) to encourage sign-ups - Test your opt-ins
Regularly test them to ensure they work – this is SO important
We teach how to set up fully automated lead magnet optin and delivery inside the Slick Business Academy, step by step, with Kay Peacey on hand to advise you personally.
Learn more about our Slick Business Academy
Fast effective Email & Automation training & support from Kay Peacey
Email Strategy Fail #5 – Your emails aren’t converting to sales
Clicks are great, but conversions are where the tangible Return On Investment comes in.
Email marketing takes time, effort, and money.
If your emails aren’t converting, you’re missing a huge opportunity for revenue, and not using your time and money wisely.
How to get more conversions to sales from email marketing
Your emails should (almost) always include links to your products or services.
Add those quick links in every email since you never know when the recipient might be ready to buy.
- Identify hot leads
Use your tech to track potential buyers – ActiveCampaign’s Site Tracking feature is SO good for this - Personal follow-ups
Send personalized emails or use clever nurture automation to nudge hot leads into buying
For a step by step walkthrough of how to use ActiveCampaign’s site tracking feature (and see it for yourself with a free trial account!) in our FREE Accelerated ActiveCampaign mini-course – it’s unique to ActiveCampaign and SO worth having.
We also teach a course in the Academy on exactly how to set up a hot lead process that finds and converts your hottest leads on autopilot – totally hands off.
Get our FREE Accelerated ActiveCampaign training now
FAQs on how to fix your broken email marketing strategy
How often should I email my subscribers?
- Weekly
It’s the ideal frequency to stay top of mind without being annoying - Fortnightly
Acceptable but less ideal – that’s only 25 emails in a whole year! - Monthly or sporadically
Not recommended – email deliverability will suffer
How can I get more click-throughs in my emails?
- Multiple links
Give several options for clicking - Engaging content
Fun GIFs, interesting articles, an email treasure hunt… - Curiosity clicks
Low-lift inviting things to click on with no stress and no ask
What’s the best way to manage inactive email subscribers?
- Track engagement
Monitor opens and clicks on your emails - Remove zombies who never click
Regularly clean up your list to remove totally inactive contacts - Automate email list hygeine
Use your email marketing tech (eg ActiveCampaign) to help with this
How do I grow my email marketing list continuously?
- Easy opt-ins
Simple and obvious ways to join your list - Lead magnets
Give something valuable in exchange for signup - Regular testing
Make sure your opt-ins are working
How do I convert more email subscribers into buyers?
- Include product or service links
Always have them in your emails - Track hot leads
Use site tracking to identify ready-to-buy subscribers - Nurture leads
Personalized emails to push conversions
Learn more about our Slick Business Academy
Fast effective Email & Automation training & support from Kay Peacey
Learn more about how to do strategic email marketing using ActiveCampaign
In the Slick Business Academy you get direct personal access to Kay Peacey – world leading ActiveCampaign expert & teacher – to guide you, solve problems, and speed you up dramatically.
So come on in to the Academy, and you’ll have Kay Peacey and the Slick Business team, and all your lovely fellow members, to guide you every step of the way to fabulousness with ActiveCampaign.
Learn more about our Slick Business Academy
Fast effective Email & Automation training & support from Kay Peacey