5 Reasons You Aren’t Seeing ROI on Your Email Campaign

Email is one of the most effective marketing efforts, but many businesses are frustrated with their email campaigns because they’re not drawing the marketing return on investment (ROI) they hope. Despite well-crafted copy, emails get low open rates and no click-through rate.

If you’re doubting email’s effectiveness, consider that 81 percent of businesses say that email drives customer acquisition, website traffic, lead generation, and brand awareness.[1] And furthermore, according to marketing statistics, the average ROI of email marketing is $42 per $1 marketing costs, which is excellent marketing ROI.[2]

You know the benefits of email marketing, so then why is your campaign not achieving your digital marketing goals?

The benefits of email marketing are staggering, but email campaigns can fail for a number of reasons. Here are the top ones.

1. Your Subject Lines

Sending emails may be easy, but crafting effective emails isn’t. Remember that creating an email marketing campaign isn’t as simple as sending a quick email to a friend or colleague.

Everything in the email needs to be engaging and valuable to keep the recipient reading, and the subject line needs to be snappy. Your subject should have the email begging to be opened. If your subject lines are spammy or boring, no one is opening your email.

Your subject line should tease your subscribers to open your marketing emails, but avoid trigger words that will land it in the spam filter. Some of these include “not junk/spam,” “get it now,” and “100% free.” Keep subjects intriguing and in context with your email topic.

2. Your Call-To-Action

Even if you gain a great open rate, you may find that no one is clicking through. Getting the open is only half the battle, and low click rates means that your email is unclear on what the recipient should do.

It may seem simple, but a clear call-to-action (CTA) tells your recipient what to do with the information they just read, such as clicking to a product page for purchase or a landing page to download a resource. Your marketing email should always entice the recipient to take the desired action and move through the sales funnel.

Typically, the most effective CTAs are short buttons or anchor text that expresses urgency, such as “get it now,” “shop now,” or “learn more,” driving traffic to your website on a landing page or product page.

3. Communication

In most cases, your recipients gave you permission to send them emails. They want to see what you have to offer. Email is an incredibly personal way to advertise content, product recommendations, sales, and more, but you have to build that new relationship.

If you don’t communicate well in your emails, however, you can ruin that relationship and wreck your lead nurturing. People unsubscribe, leaving you back at square one. Some of the ways you can prompt this is with grammatical errors, misspellings, poor personalization, a lack of a solid welcome email, or salesy content that offers no value.

Before you send your email, do a check that you got the name right, the typos and misspellings are corrected, and that nothing in your email is offensive to recipients. Read the email out loud to catch any awkward phrases and see if the sentences are too long.

It’s important to communicate well with your subscribers and nurture them to build lasting relationships. Include valuable and relevant content, such as video tutorials, product recommendations, or the latest campaigns in your content marketing strategy.

4. The Recipients

The quality of your email addresses makes a difference in your email campaign ROI. If you’re sending emails to people with no email engagement, they’re unlikely to be opened. If this continues, it can impact your email campaigns.

Best case, your email subscribers unsubscribe when they’re asked by their email service. Worst case, your ISP will block future emails, making it even harder to reach your audience.

Use a third-party email validation tool to ensure you have the right addresses. They can also remove emails that may mark emails as spam.

5. Segmentation

Segmentation can affect your email campaign ROI. You should be sending personalized messages that target your customers’ needs and interests. If your email segmentation isn’t on point, you could be missing on opportunities for personalizing emails, targeting your copy, and boosting click-through rates and conversion rates.

Instead of creating a blanket email and sending it to everyone on your list, send emails based on your list into relevant segments and personalize them. You may segment according to:

  • Demographics
  • Survey results
  • Location
  • Previous engagement
  • Product recommendations
  • Past purchasing behavior

You can also use marketing automation to make segmentation and email campaigns easier to execute for lead generation, conversion rates, and click-through rates.

Write Emails that Convert and Grow Your Business

If you’ve been thinking that email just isn’t an effective marketing strategy for guiding customers through the sales funnel, that couldn’t be further from the truth. Your email campaigns are more likely to succeed and achieve your marketing goals if you avoid these mistakes and consider these email marketing tips.


[1] https://emarsys.com/press-release/emarsys-survey-finds-smbs-quickly-adapting-omnichannel-paradigm-compete/

[2] https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf