Email isn’t dead, but we should still work to improve it

To quote a recent post on email engagement from ASAE’s Associations Now:The good news is that email isn’t dead. Far from it, really.” According to a recent study done by Adobe, we check our email often, very often, (perhaps too often).

Almost 40% of survey respondents reported reading every single one of their work emails. However, even though people are highly engaged with their inboxes, emails are still leaving people wanting more. Most emails aren’t satisfying.

How do you ensure that your organization avoids the common email pitfalls that frustrate readers? Here are 3 ways that you can avoid common email engagement mistakes:

1 Focusing too much on promotion and not enough on information

According to the same Adobe study mentioned above, 39% say the emails they receive from outside organizations should focus more on information and less on promotion. This is consistent with the trend that, in this day in age, consumers do not want to feel like they are being marketed to.

How do you avoid this pitfall?

Ensure that the content you send via email offers nutritious information that makes reading the email’s content worthwhile to the consumer. If you can’t create enough of your own original, information-nutritious content  – because, let’s face it, original content creation can be tough and time consuming – you can include articles and blogs from outside, trusted sources. (Still finding it tough to devote the time to compiling a rich content-dense newsletter? Let us help you out with automating the process.)

2 Not optimizing your emails for mobile

According to a study by MarketingCharts, over 50% of consumers’ emails are opened on their mobile devices. It is hard to believe that many of us continue to make the mistake of not optimizing our email templates to ensure they are mobile-friendly.

How do you avoid this pitfall?

Ensure that email templates you choose are simple and sleek, so they can be easily consumed on all of the various email platforms. Include relevant and engaging imagery. Also, ensure your images are not too abundant and are reasonably sized. Even if you have a sleek email template that, in theory, displays well for mobile viewers, if you have too many images and/or they are too large to load quickly, you run the risk of distorting the entire look and feel of your template.

3 Sending one-size-fits-all emails

One size fits all = one size fits none. According to a report by Campaign Monitor, the vast majority of us understand the importance of personalized messaging, but far fewer of us are actually executing on that knowledge. Why aren’t we more actively segmenting our audiences and personalizing, particularly when it comes to newsletters? Because it takes time to learn about how to segment effectively and to implement that knowledge into our processes.

How do you avoid this pitfall?

You can realize the power or personalization without spending considerably more time putting together your emails. The power of artificial intelligence is here right now to not only personalize your email content, but also to automate that personalization. You now have the ability to leverage sophisticated tools to deliver people the content they want to read – a compilation of your internally published pieces along with authoritative external publications – on an individual basis.

Email personalization automation

You can easily modernize your organization when it comes to your email communications. Contact rasa.io today to learn how we can help you automate your newsletter process, all while personalizing your content for each individual member.