1. 7 Reasons Why
Your Subscribers
Don’t Respond to
Your Email Campaigns
Tamara Gielen / @tamaragielen

2. Tamara Gielen
• 10+ years of experience
in email marketing
• Author of “Be Relevant”
www.b2bemailmarketing.com
• Founder of the “Email
Marketer’s Club”
www.emailmarketersclub.com
• Email marketing
consultant & trainer
www.PlanToEngage.com
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3. 7 Reasons Why Your Subscribers
Don’t Respond to Your Email Campaigns
Let’s dive in!
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4. They didn’t
receive it.
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5. 1. Identify deliverability issues
• Check open, click-through and bounce rates
per domain
• Check IP reputation/sender score
www.senderscore.org
• Are you blacklisted?  www.dnsstuff.com
• What’s the source of your list?
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6. They don’t
know you.
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7. 2. Who is this from?
• Who’s the email
from? Do I know the
sender?
• Can I trust the
sender?
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8. They don’t see
why they
should open it.
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9. 3. State the offer in the subject line
• Be specific
• Powerful title in
preview pane
• WIIFM?
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10. They don’t
see what’s
in it for them.
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11. 4. What’s the offer?
• State benefits, not
features
• Scannable text
• Beware of image
blocking
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12. They don’t know
what to do next.
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13. 5. Make the CTA crystal-clear!
• Tell them what you
expect them to do…
• … multiple times!
• Use action verbs
• Beware of images
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14. The landing page
is not optimized
for conversion.
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15. 6. Don’t overcomplicate things
• Keep forms short
• Re-state benefits
• Tell them what to do
(again)
• Get rid of
distractions
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16. The offer
is not relevant.
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17. 7. Is this the right audience?
• Don’t send
everything to
everybody
• Review your list
building tactics
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18. Let’s recap
1. Identify and solve deliverability issues, if any.
2. Make sure the sender name is recognizable.
3. State the offer in the subject line.
4. Spell out the benefits
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19. Let’s recap
5. Make sure the CTA is clear.
6. Optimize and A/B test your landing pages.
7. Send the right message to the right person.
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 19

20. Bonus tip:
Don’t rely on best
practices: test,
test, test!
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21. Thank you!
tamara@PlanToEngage.com
+32 477 666 930
www.linkedin.com/in/tamaragielen
www.Plan2Engage.me
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