Diagnosing failure.
ESTABLISH WHICH PROBLEM IT IS
- Messages not arriving: a deliverability problem
- Arriving and not opened: a subject line or recognition problem
- Opened and not clicked: a content or relevance problem
- Clicked and not converting: a website problem
Four different problems with four different responses.
IF MESSAGES ARE NOT ARRIVING
Check authentication first. Then blacklists. Then list quality.
IF THEY ARE NOT OPENED
Is the sender name recognised? Is the subject line specific? Has it been so long since the last send that people forgot you?
IF THEY ARE NOT CLICKED
Is the content relevant to who received it? Is there one clear action? Is it too long to reach the action?
IF CLICKS DO NOT CONVERT
The problem is your website, not your email. The landing page is not doing its job.
THE UNCOMFORTABLE POSSIBILITY
That you have nothing your subscribers want. That is a business question rather than an email one.
WHAT TO CHECK FIRST
Deliverability. Everything else is irrelevant if messages are not arriving.
