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Emails only last a short while. Only 20% of the emails you send are opened and read. And of those that are read, 50% aren’t thought to be helpful. It’s simple to draw the conclusion—as is so frequently the case—that marketing emails are no longer effective. It would, however, be incorrect. We discovered that people frequently and almost always check their email before leaving for work. It is fundamental to peoples lives. They ignore the emails they receive, not the emails they send themselves.
So, What’s missing in emails?
It’s a big word in marketing. However, if only half of what we send via email is read and most of it is ignored, then the majority of emails are achieving irrelevancy.It takes more than just appealing to someone’s interests to be relevant. It’s important to do this at the appropriate time without going overboard. The recipient of a discount code email may be interested in saving money on the goods, so the email may contain relevant content, but if the offer is repeated every day for several months, it loses its urgency and is ignored.
In B2B marketing, the sales development representative is tasked with creating the connections that convert marketing leads into sales prospects. But frequently, they are not the best candidates for this job, and it is unfair to expect them to accept it, especially when it calls for writing copy that is perfectly pitched. SDRs are frequently just starting their careers, so they lack the experience and skills necessary for this level of responsibility.
The goal of spending time and money on marketing is to allure potential customers so that they are prepared to buy when we make our first call. That opportunity would be wasted if it were compromised at such a pivotal time in the relationship’s growth with a poorly written, improperly targeted marketing email.
Instead, those who have the necessary abilities to complete this successfully should be held accountable. Since I am aware that people sometimes divert from the script and use inappropriate language or lack professionalism.
It shouldn’t be challenging to spell correctly, use appropriate grammar, and construct sentences properly. Getting this information correct is not about being picky and fussy. It involves showing some respect to your audience. We value your attention, so we’ve taken the time and care to make this easy to read is the message you want to give the readers of the email.
Better-articulated messages will elicit better responses from influential people. The message will be lost because it is too difficult to read, even though many readers won’t notice a stray apostrophe or an excessively long sentence. In addition to the aforementioned factors, there are a few other causes for your emails not being opened.
Inboxes for emails are overflowing. Due to newsletter subscriptions, appointment reminders, delivery status updates, shopping receipts, payment notifications, and marketing emails, prospects receive far more emails than they have time to read. It is difficult for businesses to stand out in the fierce competition for a customer’s attention in their email inbox. Additionally, the prospect’s relationship with their inbox has changed. Potential customers’ cluttered email inboxes are making them feel overburdened. Why your marketing messages are not being opened and read:
Unread messages clutter up clients inboxes
39% of clients report having more than 100 unread emails in their inbox, and 20% say they have more than 1,000. Surprisingly, despite the massive volume, customers do not respond favorably. When asked to describe their email inboxes, they frequently used words like “cluttered” and “overwhelming.”
Due to their numerous email accounts, the majority of customers are hard to reach with marketing messages
Customers designate different email addresses for personal and business correspondence. 16% of people have four or more emails, compared to 77% who have two or more. 62% of customers use emails exclusively for business account management or to sign up for promotions. Multiple email accounts make it difficult for businesses to send out a successful marketing message.
Clients receive a lot more emails than they actually read
They receive a tonne of emails daily, the vast majority of which are never opened. Nearly half of respondents (48%) claim to receive zero to five emails daily, while 56% claim to receive between 25 and 100. Clients frequently scan the emails at the top of their inboxes due to their hectic schedules.
Prospects are more likely to trust text messages than marketing emails
Emails are no longer as trusted by prospects as they once were. Spam and automated messages have become more prevalent, which is an unpleasant side effect of using digital marketing channels. While only 35% of customers say they trust emails, more than 51% say they trust text messages the most.
Customers no longer find emails exciting
We can no longer match the thrill of getting a new email message. More than 51% of respondents claimed they are no longer as thrilled to receive emails as they once were. Because more effective communication channels have become more widely used, they receive more emails than they can read.
Email is still important for marketing and for reaching the target audience. It has become more integrated into our lives than social media, which according to our survey, is typically not checked until after people arrive at work.
Email is still a viable option for communicating with the right person at the right time, even though it may not be as prevalent as it once was. It’s now time to convey that message more effectively.