7 Signs Your Email Sequence is Toxic
So you've written an email sequence...
but is it any good?
Email sequences are a powerful tool for digital marketers. They allow you to send personalized messages to your audience at the exact time and place when they're most likely to be ready for your offer. But, if you're not careful, an email sequence could become toxic, which will hurt your reputation and make it difficult for customers to trust you.
If you're like most people, you use email sequences as a way to stay in touch with your customers and build relationships over time.
Unfortunately, the wrong kind of email sequence can have the opposite effect: it can be toxic to your business. From too many emails per day to an inconsistent tone and style, these factors can prevent your customers from enjoying their experience with your company, and ultimately hurt your bottom line… yeowch!
Here are some of the most common issues people have when attempting to create a great email sequence.
Sign #1: Low Open Rates
Low open rates are a sure sign that something is wrong with your email sequence. A low open rate means that the number of people who opened your emails is significantly lower than the number you sent it to. This can be due to a variety of factors, such as irrelevant subject lines, unappealing design or lack of personalization. It’s important for marketers to pay attention to open rates and take steps to improve them.
To increase opening rates, you need an engaging subject line that stands out in a crowded inbox and compels readers to click through. Make sure the content follows through on what was promised in the title, use personalization whenever possible (such as using names) and make sure your emails are mobile-friendly so they look good no matter how they’re read.
Sign #2: High Unsubscribe Rate
Sign two of a toxic email sequence is a high unsubscribe rate. This means that people are choosing not to continue receiving emails from your business. The number of subscribers unsubscribing could be due to multiple factors, such as the content or frequency of emails sent, or simply because the recipient is no longer interested in what your business has to offer.
To address this issue and reduce the number of people opting-out, it's important to review your email segmentation and personalization strategies. Take into account who you're targeting, how often you're sending out emails, and make sure that each message is tailored to their interests. Additionally, ensure that any call-to-action within an email includes clear instructions on how recipients can easily opt-out if they wish to do so.
Sign #3: You Ignore Your CTA's
One of the most common signs that your email sequence is toxic is when you’re not paying attention to Call-To-Actions (CTAs). CTAs are important because they provide the reader with a direct action to take that supports your message.
A lack of attention to CTAs can lead readers to become lost in a confusing message or be unsure where they should click.
When you create an email sequence, ensure that each email contains at least one CTA. Make sure it's clearly defined and easy for the reader to understand. Avoid cramming too many CTAs into an email as it will overwhelm them and lead them away from taking any action at all. Furthermore, be sure to use effective language within the CTA itself so it can stand out more easily and encourage readers to click on it.
Sign #4: Low Click Through Rate
A low click through rate (CTR) can be a sign of an unhealthy email sequence. If the number of clicks generated by your emails is too low, it could indicate that readers are losing interest in your message and unable to engage with the content.
To determine if you have a problem with your CTR, look for patterns in behavior such as consistently low open rates or unsubscribes and bounces. Additionally, try using A/B testing to compare different subject lines or body text to see how changes influence reader engagement.
It’s important to pay close attention to any decline in CTR as it can point out problems you may not be aware of such as inaccurate targeting or outdated information within the messages. Regularly monitor each step in your email sequence process from delivery and open rates through link clicks and unsubscribes to identify any issues that need addressing.
Sign #5: Poor Personalisation
Personalization is an essential element in any email sequence. Poor personalization can lead to decreased engagement, confusing messages, and a lack of trust between you and your audience. Here are five signs that your email sequence is suffering from poor personalization:
You’re using generic subject lines.
Personalized subject lines can help get your emails opened more often than generic ones, as they convey relevance to the reader. if you're using generic titles or subject lines such as "Dear [Name]" or "Hello" – then chances are that your email sequence isn't personalized enough.
Your customers want to see a connection between themselves and what you have to offer, so taking the time to craft specific titles which relate to their interests will help make them more likely to open and engage with the content.
You’re not addressing recipients by name.
By using their names in the salutation and throughout the body of the email will make them feel like you’re writing directly to them.
You’re not segmenting based on customer data or behaviour
Segmenting your email list based on customer data and behaviour is essential to successful email marketing. If you’re not segmenting, you’re likely missing out on opportunities to reach customers with relevant content and offers. Without segmentation, it can be difficult to personalize and customize your emails for different types of customers.
When you don't segment your list, it can also lead to a higher unsubscribe rate as customers may receive irrelevant content or offers that don't match their interests or needs. Additionally, when each message is sent out without any customisation, it can lead to a lower open and click through rate since the message won’t appear personalised or targeted towards the recipient.
You're not using the right calls to action (CTA)
When crafting an email sequence, it is important to ensure that the calls to action are effective. A CTA should guide your readers towards taking a desired action and motivate them to do so. Unfortunately, many email sequences have CTAs that fail to make an impact because they are not properly targeted or worded.
If you've noticed that your emails' CTAs are not producing results, it's time for a change. Start by looking at the objectives of each email in the sequence and thinking about how best to phrase a CTA that will get people moving in the direction you want them to go.
Think about what the goals of your email actually are...
Do you want to get people to download your eBook?
Is it time for them to sign up for a free trial?
Do you want to drive them to your event registration page?
Or do you simply want them to subscribe to your newsletter?
Whatever it is, make sure you're spending time thinking about the call to action in your email to match your intended outcome and allow your audience to more easily take action.
Remember, simple is often better.
Sign #6: Awkward or Poor Written Copy
The success or failure of your campaign often comes down to the quality and nature of it's copy. Poorly written copy can not only confuse readers, but it can also make them less likely to engage with your brand. One way to tell if your email sequence is on the wrong track is by looking out for signs of poorly written copy.
Watch out for typos and grammatical errors in your emails. Inaccurate punctuation and misspellings are surefire ways to create a bad impression on potential customers. Also be aware of long sentences that can be difficult to read or understand. If readers find themselves struggling with any part of an email, they’re likely to move on without engaging with its content further.
Sign #7: Over Promising/Under Delivering
When it comes to email marketing, consistency is key. If you make a promise to your customers in an email sequence, it’s important that you follow through on that promise. Otherwise, your customers might start to view your emails as untrustworthy and may unsubscribe altogether.
If this sign is present in your email sequence, it can be incredibly damaging to the relationship between you and your customers. You want them to look forward to receiving emails from you instead of dreading them because they know that the promises made won’t be kept.
Make very sure that if you promise you'll do something in an email to your audience... then actually go do it!
