Oftentimes, a gap exists between an email marketer’s expectations and the subscriber’s perception of your email message. Such a gap exists because most marketers fail to strategize their campaigns to befit subscriber demand.
Some common examples of where marketers fail to understand the subscriber's needs, and strategize their email outreach accordingly, include:
- When you welcome a subscriber on-board, you set certain expectations. If you don’t manage to live up to the set expectations, you'll lose out on your subscribers
- A lot of marketers don’t personalize the emails - they tend to use first names to address the subscriber but, there's no further personalization in the content. This can cause your subscribers to abandon you (especially as this becomes a more common practice, particularly among your competitors)
- Subscribers are generally ready to receive your mails at a particular time. If you bombard them with emails at all the wrong hours, they'll unsubscribe
When you're expecting a high open rate, and get a higher unsubscribe rate, it is time to close the gap between subscriber demand and the marketer expectation. To help you deal with this, Email Monks has come up with this new infographic.