Top 10 Reasons Why Your Email Marketing Sucks

Part of the Top 10 Reasons Your Marketing Sucks series.

At the risk of you not hiring me to create your next email campaign I’m going to explain why your email marketing sucks so you can do something about it.

However, in your defense I’ll point out that even “big name” companies are guilty of craptastic email campaigns and largely for much the same reasons.

Realtors, here are the top 10 reasons your email marketing sucks…

1. You don’t know your readers

You view your mailing list as a collection of names to advertise to. Sucky marketer, email is an intimate place online and that means you can speak to their dreams, fears, hopes and frustrations. This is how you build raving fans. If you want your email marketing to stop sucking then connect with readers as individuals.

2. Your emails are basically ads

When you send emails that are nothing but just listed/sold content you’re basically sending an ad. Think folks will get excited when you send the next ad? This is a surefire way to kill your response rates and lose your subscribers. When you send a just listed/sold email, then make it engaging and not just a list of features. If you want your email marketing to stop sucking, then send content that’s conversation-worthy and not just an ad.

3. Your subject lines don’t start conversations

Your subject lines read something like “Today’s housing market report” or “Just listed at 123 Happy Street”. Definitely not compelling anyone to open. Your subject line should make the reader curious or interested enough to open the email: “Goldilocks passes judgement on the housing market” or “Will residents on happy street get a little happier?”. If you want your email marketing to stop sucking then use subject lines that get people involved.

4. Your copy, point blank, is lifeless

Your copy is about as compelling as a text book. Full of facts and information but lacking any emotion or visualization.Copy should create emotional connections with the reader and create mental images. Ideally you want to connect those emotions and images with their inner motivations (see #1). If you want your email marketing to stop sucking then breath some life into your copy.

5. You don’t mail enough for folks to care

You mail out your monthly newsletter. Whoopie. If you’re contacting them that infrequently then no wonder they don’t care about your message – you don’t care enough to contact them more often. If you want your email marketing to stop sucking then email as if you have a relationship with your readers.

6. Your emails are one way

You keep sending emails but make no offer for your readers to email you back. When your readers take the time to email you back then you’re doing a great job of strengthening your relationship with them. If you want your emails to stop sucking then you need to make emails a two-way street.

7. You have no reason why

You email with no real purpose as to why you’re reaching out. Every email – every marketing contact – should carry a purpose and reason. It may be to take an action or it may be to simply associate a certain emotion with you. If you want your email to stop sucking then know exactly why you’re mailing.

8. Your emails lack a call-to-action

You leave it up to your readers to determine what action to take next. The truth is, when the course of action isn’t clear most people will do nothing. No wonder you’re not getting results. If you want your email marketing to stop sucking then you need to give your readers a singular action to take.

9. Your have no follow-through for your email

Your emails include a call-to-action that directs readers to visit your site but then what? What are you doing with that traffic? Your email is simply the first step to a much larger goal for you (and readers) so it’s important to keep moving them forward on a course of action. If you want your email to stop sucking then create a clear course of action for readers to follow once they click through from the email.

10. Your email looks like a webpage

For some reason you feel the need to replicate your website as an HTML email. Look, email is a different medium than a website and you’re diluting your message with the distraction. Besides that, all that code to replicate a page is easily flagged as spam by overworked filters. If you want your email to stop sucking then embrace it for the medium that it is and keep it simple.

Stop Sucking Bonus Round

Here’s a bonus reason why your email marketing sucks that I had to include because, let’s face it, there’s a lot of crappy email marketing going on.

11. You provide no value in your email

You think sending featured homes is giving value. It might be but real value comes from helping your readers achieve a goal or relieve a frustration. Framing your emails in this way will increase their trust in you. If you want your email marketing to stop sucking then make sure your emails help move your readers towards their desired end result.

Stop Sucking

Email is an often misunderstood marketing medium but when done right it will help you build rock-solid fans and convert passive prospects into appreciative clients.

Your list of email subscribers is one of the most powerful and profitable assets you have in your business. This list of sucky email marketing practices will help you get the most out of it.