If an email campaign fails, the fault lies with the content manager, who is doing it wrong.

Fact 1: There are thousands of companies who enjoy successful email campaigns.

Fact 2: There are hundreds of thousands of companies who are doing email really wrong; these companies, do not enjoy a successful program.

Why are there so many email fails? Here is my personal list of the top six reasons companies fail with email.

My Top Four Reasons Email Campaigns Fail

Failure Reason One: sending “spammy” content.

One of my favorite failures is email that starts with “wanted to get to the top of your inbox”. Another contains “Brand New! Now you can get the most fastest way to [fill in the blank] success”. Email failure is partly because there are too many sources of “top email templates” out there, none of whom have ideas worth using. Here is a tip for you: very few people will open an email that smells like spam. Do not perpetuate the problem by sending that stuff.

Failure Reason Two: not sending valuable content.

It is always true that people are seeking information that has value, provided it is believable. For example, if you have Shingles, you probably know what suffering is. However, you also know that relief is hard to come by. Therefore, you are not interested in an email that contradicts what you know. It is definitely not an email which appears to contain useful content to you.

Failure Reason Three: not understanding the audience.

Let us stay with the Shingles instance and assume you offer a legitimate pain treatment for shingles. You must think seriously about how you make your email content valuable and convincing, particularly if you are asking for money in return for your product. The question to your content provider is, how do you sell into a skeptical market that has a very keen nose for scams and spam?

Failure Reason Four: not configuring your email to meet best delivery practices.

Structurally, optimum delivery of your email is a matter of DKIM and DMARC configuration. If you are using a bulk email provider (Aweber, Constant Contact, MailChimp, Postmark, and the like) they have solutions for you. Some of those solutions will involve the TEXT or CNAME records on your DNS sever. Between your bulk emailer and your webhost, it should not be a big deal to bring your email deliverability up to current standards–and comply with the new rules published by Google and Yahoo.

My advice to improve your email success.

Have a chat with whomever in your company is in charge of the email campaigns–both the email content and email deliverability. (This is not always the same person.) Make sure that best practices are followed. Do some research, looking for examples of successful emailers. Look for improvements you can make. Put an action plan, with achievable objectives into effect. Make sure you continuously monitor your progress. Finally, make sure everyone on the team (including outside business partners) are on the same page with you and your goals.

None of the above is simple. Or easy.

Email success is certainly attainable. It takes planned, concentrated effort and continuous monitoring (particularly when it comes to email, "nest building" is your enemy). Stay on top of your recipient's concerns, wants and needs; invest in technology; play by the rules; and find reliable, skilled partners. Stick with it. You’ll get there.

If you have questions, or want to do some brainstorming, feel free to contact me directly. Or message me on LinkedIn. No charge. No obligation. No gimmicks.