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Wednesday, November 27 2019

7 Reasons Why Your e-Mail Campaigns
Aren’t Generating Any Sales Leads

By Glenn Fallavollita, President of & Drip Marketing, Inc.

  • Word Count: 598
  • Approximate Time To Read: 2.4 Minutes @ 250 Words Per Minute

After sending 81+ million e-mail campaigns on behalf of our clients, I have listed the top e-mail marketing mistakes I see most payroll services make. They are:

Reason #1: No Follow-Up Call Was Made – The #1 reason why an e-mail marketing campaign(s) fails is the lack of a follow-up call. My suggestion:

  • After sending an e-mail marketing campaign, i.e., press release, intro letter, etc., create a list of e-mail addresses/contacts who opened or clicked on a link.
  • Provide your sales team with a script to use during their phone blitz session.

Reason #2: Poor Messaging, Copy, And Subject Lines – Another top reason why your e-mail marketing results are lackluster is this: Poor messaging and copy. And yes, your subject line falls in this category as well. My suggestions:

  • Create an engaging subject line.
  • Send an educational message (versus selling something).
  • Use your company’s name in the “from” e-mail address field.
  • Use headlines and sub-headlines when writing copy.
  • Add a high visibility low-risk offer or call-to-action.

Reason #3: Sending Too Many Or Too Few e-Mails – Have you ever received an e-mail from someone and then receive 3 to 4 e-mails in the first 72 hours? If you have, you know it does more harm than good.  My suggestions:

  • Keep your cadence of e-mails from one per week or two every other week.
  • You can send more e-mails to your database of active clients versus a purchased list of e-mail addresses.

Reason #4: Not Segmenting Your Databases By Target Audience - Many e-mail marketing campaigns fail because the information is generic in nature, i.e., company newsletter blast.  My suggestions:

  • Segment your e-mail list by clients, prospects, chamber members, past clients, referral partners, etc. Once done, develop a series of e-mail marketing campaigns for each database on file.
  • Personalize your e-mail campaigns by using someone’s first name, last name, and company name.

Reason #5: Not Using A Low-Risk Offer – By not having a highly visible low-risk offer or call-to-action, you are missing out on some potential sales leads.  My suggestions:

  • During the design stage of a campaign, write five low-risk offers to use (keeping it relevant to your target audience).  This could be an exclusive trial offer, whitepaper download, special purchase price, etc.
  • Add a coupon or headline offer within the body of a campaign.

Reason #6: Not Reviewing Past e-Mail Campaign Results Or Conducting An A/B Test - One of the top reasons why your e-mail marketing efforts fail is this: Not having an e-mail marketing strategy. My suggestions:

  • Plan a campaign’s message/low-risk offer based on its target audience.
  • Run an A/B test using different subject lines, copy, low-risk offers, send times, etc.
  • The time of the day and the day of the week will significantly affect a campaign’s “open and click-through rate.”

Reason #7: Not Constantly Building A Database Of Prospect e-Mail Addresses – If you are not continually building your database of e-mail addresses, your “prospect” open rates will flatline. My suggestions:

  • Make it a priority to build your e-mail database of clients, prospects, referral partners, past clients, dealers, etc.
  • If you have a sales team, make sure each salesperson is expanding their database of prospects, referral partners, chamber members, etc. every week (sales leaders need to measure this number).

Executive Summary: Your e-mail marketing results will dramatically improve just by having some strategy in place.  As I tell all our clients, “The days of blasting a generic, one-size-fits-all newsletter to everyone in your e-mail database and expecting a sales lead are over.”  Be smart and create a plan of action, including a follow-up plan, and you will see a dramatic improvement in your results. 

Posted by: AT 05:05 am   |  Permalink   |  Email