The Culprits of Email Marketing Failures


When EM campaigns fail

Whether you are already involved in an email marketing campaign or you’re simply considering the possibility of launching an email marketing campaign it is important to understand that email marketing (EM) does not always work as effectively as expectations may set forth. This means that sometimes, despite your best efforts, or sometimes in spite of your best efforts, the email marketing campaign you create will either not generate the degree of success you anticipated or may not generate any success at all for a variety of reasons.

Some of these reasons may be a lack of interest from your target audience, failure to properly execute your email marketing strategy, poor planning of your strategy, or poor execution of that strategy. This article will take a look at some situations in which email marketing is not effective, and will offer some suggestions for dealing with these situations.

Let’s consider for a moment the reason that a lack of interest from target audience members can result in a failed email marketing campaign. It is already a known fact that some target audiences have often been the recipients of offers and information in which they have absolutely no interest or use for; this occurs when marketer(s) fail to complete sufficiently adequate research that would otherwise identify those offers, and that content which the particular audience(s) have expressed interest in.

Importance of research

So that having been said it is critically important that before you – as an email marketer – invest time, energy and money into an email marketing campaign, you might find it worthwhile to hire a consultant and task him/her with conducting market research which should provide valuable feedback such as demographics for the target audience and information on the probability of these target audience members being responsive to email marketing. This last piece of information in particular should help the business owner to determine whether or not s/he should pursue email marketing as an advertising option.

In other wordsm, if market research indicates that members of your target audience are not likely to purchase the products or services you offer online, or they don’t even use the Internet to research these products or services, investing in an email marketing campaign is not worthwhile. You may enjoy a small degree of success from this marketing effort but it is not likely significant enough to warrant the time and effort required to achieve this small degree of success.

Another aspect of email marketing which can cause your marketing campaign to result in failure is the inability to properly execute your marketing plan. Attention to such execution of whatever marketing plan you have in place is important because even the best formulated marketing strategy can flounder if you are not able to properly execute the steps required to accomplish the plan’s objective.

Sloppy work spells doom

For example, you may plan to use digital newsletters – or ebooks – as a critical component of your email marketing campaign; but if these digital information products do not appear to be professionally designed and written, or they frequently arrive late and do not offer valuable information, readers are not likely to invest in your products or services based solely on these digital offerings. In each aspect of your email marketing campaign, you should strive to ensure that information you provide to your email recipients is informative, accurate and interesting, if not compelling. This type of copy is more likely to pique the interest of readers.

Finally, poor planning can cause an email marketing campaign to falter. For example, if you were to issue a component of your email marketing campaign hoping to generate a huge interest in your products and receive a great deal of interest, you should be well prepared and have the ability to sell your products. Not having enough stock on hand after you undergo a marketing effort can be a critical mistake because potential customers may lose interest if they have to wait for the products.

Poor planning = less profits

This is just one example of poor planning causing problems; but poor planning can cause a host of different problems including potential customers losing interesting, the creation of confusion regarding your products and services and even potential customers being angered by your email marketing. In any scenario under which poor planning – and/or poor execution of a solid plan – can be identified as the reason for failures of email marketing campaigns, the results will almost always be loss of potential and existing customers which, when translated, is a loss of revenue and profits for your business.

Email Marketing Advertisements: Contrasting Views


Internet marketers debate

There has long been a debate among Internet marketers about whether or not advertisements should be made a part of marketing emails which are sent to subscribers; and more specifically, whether such ads and promotions in the form of product links and banners would be considered acceptable to the overall marketing community. The topic has been hotly debated for years, with some Internet marketers being strongly in favor of placing advertisements in email marketing while others having been strongly against the use of any kind of advertisements in email marketing.

As is often the case with most debates, there is the group which consists of those who take a more neutral stance and therefore are not either firmly for or against the use of advertisements in email marketing campaigns. This article will take a look at both sides of the argument in an effort to raise the level of awareness about this subject, invoke reasonable thought on the issue, and allow the reader to formulate his/her own opinions on whether or not this subject is worthy of discussion and the attention paid to it by marketers as well as other entities, not the least of which is the FTC.

Two sides of the debate

Let’s start with the group of Internet marketers who are strongly favor the inclusion of advertisements in emails that are distributed for marketing purposes. Those who favor the use of advertisements view the sale of advertising space in email marketing materials, such as emails or enewsletters, as a way to generate profit from any given email marketing campaign based on the belief that this tactic puts less pressure on an Internet marketer to meet expectations of email distribution list members, since emails are already generating a profit, even if they do not entice the email recipients to make a purchase.

On the other hand, those marketers who are firmly against the use of advertisements in email marketing are of the opinion that such inclusions make the emails seem more like spam and less like interesting and valuable information which just happens to include marketing materials. Those on this side of the fence feel as though any advertisement in an email marketing campaign should be subtle advertising for the products and services offered by the distributor of the email and not advertisements for businesses who have paid for an advertising spot in a given email. They believe the original emails are acceptable but additions to them are spam.

Could neutrality be a guide?

Still others are someone in between (on the fence) because they haven’t taken a position in this debate, perhaps for several reasons; but some of the reasons they have not taken a position could be revealing in the sense that any of these reasons – or none of them – could determine whether or not marketing emails that include advertisements is as important an issue as the the two previous groups have insisted it is. In other words, if the main reason for this group’s neutrality is indifference then there is not much to be revealed; but if the main reason is that, legality or best practices adhered to by the email marketer renders his/her emails acceptable whether or not it contains advertisements, then perhaps the rest of us might need to follow their example.

In most cases these ‘neutral’ individuals might believe it is acceptable for advertisements to appear in marketing emails as long as the ads do not overshadow other, more useful and valuable information which, in most email marketing campaigns, is the original intent of such emails. Understanding therefore, that this middle of the road concept could define the position of certain Internet marketers who adhere to it as not firmly for or against placing advertisements in emails which are distributed for marketing purposes as long as the email marketer (email sender) adheres to industry best practices and does not violate the CAN-SPAM Act.

In the grey

In view of the above, it is important to point out here that information in this article is vague by design because it leaves more of an opportunity for you, the reader, to form your own opinion about this issue. Such vagueness is important because the subject is largely a matter of personal preference where each reader must decide for him/herself whether or not s/he agrees with either side or chooses to take a middle of the road stance. As readers of this article may have opinions that could be influenced by whether or not they are considered to be marketers or consumers we understand the delicate nature and significance of the subject matter and how their preferences can be impacted.

One the one hand consumers may be less likely to appreciate advertisements in emails intended for marketing purposes because they might feel it distracts from the original products. On the other hand however, marketers may be more apt to be accepting of such advertising because they can understand the financial gain which is possible. So when evaluating opinions about the use of advertising, it is important to note whether or not the individual offering an opinion is involved in advertising, as it may be more worthwhile to seek out opinions from consumers since they are more likely to share the beliefs of your potential customers.

Digital Photography Printing Options for You




Printing photo shots

Printing your photo shots onto the most suitable paper is perhaps as important a step in digital photography as the camera used to shoot a those photos; because the best photo shot will not be produced in its most exceptional and elegant condition if you have not used proper printing equipment for it. So in order to obtain maximum quality of photos you took digitally, it will be necessary to use a good printer as well as the best possible paper you can buy to really make the prints come to life.

The existence of various types of digital cameras have certainly paved the way for different types of printers to be developed; and manufacturers know that printing photos is way different from printing plain documents or other types of prints. That is why they continue to create and introduce to the market, new and advanced printing abilities designed to fully compliment digital photo prints.

For quite a few years now (just about over a decade), there have been several methods in which digital photography could be printed, even as each printing method and technique has its own unique advantages and disadvantages. So it is always best to familiarize yourself with these methods and functions so that you will know what method and technique to associate with the type of digital photography that is most suitable for your purposes; and of course it also helps to know what to avoid when having your photos printed.

That having been said, you’ll find the pros and cons of the two most popular digital photography printing choices in the following paragraphs, so please read on.

The photo store: Pros

The old style of bringing your film to a photo store for developing is still an option available to photography hobbyists and professionals today, with the exception being that films are not used anymore. You need only to bring your digital camera with you and the photo shop will print your photos for you.

Many photographers find the photo stores advantageous based on the highly advanced machines they must necessarily have on their premises which the average photographer might not have at home. In addition, these stores are knowlegeable about and often employ a lot of tips and tricks to make your photos appear at their best. Photo stores also have the capability to edit your photos if you feel that they does not suit your taste; and all you only have to do in order to get this kind of service is provide them with specific instructions after which they will do the rest.

The photo store: Cons

The disadvantage associated with using photo stores is the waiting period; because even if it does not take as long as it does with film, you still need to wait sometime before your photos are printed. What many consider to be another disadvantage is that the printing machine used by photo stores may not be the type you want your photos printed on. So it is better to be very clear about the printing equipment you want them to use so that this problem will be prevented.

The home printer: Pros

The home printer has quickly become one of the most popular methods of printing digital photos, since an increased number of photographers are getting their own printers installed at home so that they can print their photos anytime they feel like it. With home printers, you can edit your own photos and compile them in your own private collection before you start printing them out. You only have to make sure that you have the proper printer for your digital photos if you want them to turn out the way you expect them to be.

The home printer drawback

With home printers you do not have to wait in line for your photos to be printed, since all any photographer will ever need is for his/her camera to be plugged directly into his/her computer for immediate and high quality photo prints in no time. The only drawback in home printers is that you have no other options of printing processes to use since the resulting printed copies will depend on the kind of printing that you use.

The point is that digital photography printing provides protographers of various skill levels with definite options. All they need to do is choose the one that they think will provide them with the perfect photo while reducing – if not elimimating – the many hassles and headaches they would otherwise encounter if there was only one manner in which to produce digital photo prints.

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