Today we will discuss the main reasons why brands often fail to achieve their email marketing goals. We will discuss a series of variables that make it difficult for the effectiveness and performance of the email marketing strategy to be as desired and that objectives such as generating and increasing traffic and visits to the website, increasing user engagement, generating more sales in e-commerce or those linked to inbound marketing are not achieved.
Below we have selected the six most frequently repeated reasons. We will analyse them and finally see which of them is the one that is repeated in the majority of companies.
1- Lack of knowledge
Lack of mastery in the discipline can be one of the denmark mobile phone number list reasons why the expected objectives are not achieved in the field of email. It can lead to problems when it comes to getting the most out of the tool used, the campaigns and the analysis of the results.
However, according to data recorded in the study we published on the State of Email Marketing in Spain in 2022 , only a few (18.5%) companies claim to have a basic command of their organization's email marketing. We can see how more and more companies are increasing their knowledge in the discipline. 44.4% have an intermediate command and 37% have an advanced command .
2- Budgetary limitations
The investment that is dedicated to any area of marketing can also have a close relationship with the expected result. Not having the necessary budget, for example, to invest in the necessary tools or to have the necessary equipment, ends up affecting daily work and the objectives achieved.
According to the data extracted from our study, for the majority of the companies surveyed (48.1%), the investment they make in email marketing actions represents less than 10% of the total marketing budget , a percentage that remains the same as last year (48.6%). However, the number of companies that invest 40% - 60% of the budget is decreasing, we are talking about 1.9% in 2020 versus 7.1% in 2020/2021.
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Regarding the investment they plan to make in email marketing in the medium term, companies are clearly divided. They agree that this will increase (50%) or remain the same (50%) , but that it will certainly not decrease.
3- Lack of internal resources (people and/or time)
Another reason that can lead to undesirable performance of our email marketing program is the lack of internal resources, such as time and a dedicated team. Often, the weight of email marketing management falls on a single person or a very small team that must deal with strategy, management, analytics, etc. In fact, it is the most common reason among marketers in the sector, 53.7% .
Having to keep track of so many variables makes it difficult to devote all the time you would like to implementing new ideas, testing new strategies, in short, squeezing all the juice out of your email marketing program. One way to solve this problem is to outsource email marketing services. By doing so, the client can replace the time they spend on execution tasks with time dedicated to other tasks with greater added value, such as defining the strategy and analyzing results.
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