From deciding on the subject line, to the template, to scheduling, it can take time to pull a great email marketing campaign together. When you invest that type of time and effort into a project, you anticipate a worthy return, so when your campaign falls flatter than a pancake, it’s incredibly disheartening.

So, why aren’t your subscribers reading your email? We put together a quick SlideShare with 5 potential problems you could be experiencing along with tips on how to troubleshoot them. Click through the deck below or scroll down for a quick recap…or do both!

 
1. They Never Opted In

This (unfortunately) happens all too often in the email world. An email address is a gift, in the form of an invitation, to that person’s space. Collecting email addresses for your subscriber list in an organic manner (and ensuring they opted in to receive your mail) is the best way to make sure that you’re not stomping into someone’s personal space uninvited. This can happen when you buy a list, blur the lines between marketing and transactional email, or take their email address out of context (e.g. they used their email address as a username).

The remedy we offer for this is to send out a re-engagement campaign–you’ll get to keep the people on your list who actually want to receive your mail and those who don’t will be let off of your list.

2. You’re Asking For Too Much

It can be exciting to see your email list grow, just think of all the opportunities! You could ask them to follow you on social media, take market research surveys, check out your new website…but wait a minute.

While it’s awesome you’re excited, you have to prove your value before you start asking your subscribers for favors. The best place to start is by asking yourself, what can you do for them? What can you share that will keep your subscribers coming back for more? By delivering value to the inbox, you solidify your place there through recipient engagement.

3. Email Fatigue

I hate to be the bearer of bad news, but your marketing email (except for a few certain use cases) is most likely not as important to your subscribers as it is to you. Yet there are still companies that send out 2-3 blasts to their entire subscriber list every single day. Keep your subscribers’ best interests in mind. Do you think they want to hear from you multiple times a day? Or would they prefer to receive a daily (or even weekly) news digest? You could be exhausting your recipients with over-communication.

Give your subscribers a break and test the waters in a few weeks. Depending on how they respond (which you can decipher by watching your engagement metrics like opens and clicks) you should either resume sending, or take them off of your list.

Bonus Tip: If you’re able to, host a preference center! There’s no better way to find out how often your subscribers want to hear form you than letting them directly tell you.

4. Wrong Time of Day

Don’t always schedule your campaigns to go out at the same time of day! You may have heard that early morning is the best time to send because your email will be waiting right when people wake up and roll over to check their inbox in the morning. While that may work for some, it may not be the case for everyone. Perhaps your subscribers are highly engaged with their inbox later in the day after their morning meetings. Or maybe dads finally have a chance to look at their email after they get the kids to bed late at night. Your subscriber base is full of individuals, so test out a few different times of day and adjust your strategy accordingly.

5. It’s Not You, It’s Them

Some matches were just not made in heaven. You can’t please everyone! You’ll have to take people who aren’t engaging with your email off of your list. Trust us, the initial doubts and worry you feel from reducing the size of your list will all fade away when you see your deliverability and engagement metrics sky rocket.

If you’d like to view more SlideShares from SendGrid check out our profile here.



Kate Schmeisser
When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Creative Content Manager.