What challenges can a business face in email marketing?

Last updated on September 21st, 2023 at 04:00 pm

Marketers around the globe are increasingly relying on email marketing in order to reach out to their target audience. With nearly 4 billion daily email users, it is an excellent channel to spread the messages of a brand among potential customers. About 78 percent of marketers believe that email marketing is vital for the overall success of their business. That speaks a lot about the importance of email marketing in recent times.

Even in the modern era where chatbots, apps, and social media are trending, email still remains a highly preferred means for communicating with prospects and customers. If you are still confused about where to leverage email marketing or not, here, you can learn a thorough review about this service, that I find trustful and relevant. While email marketing seems to be quite simple and easy, it does come with certain challenges. However, the challenges are easy to overcome with the right strategies.

Here are some of the most common challenges that your business might face in email marketing.

Increasing the Engagement Rate of Customers

Does your email fail to engage your target audience? Well, you are not the only one. There are a number of businesses that fail to increase the customer engagement rate. About 45 percent of marketers find it challenging to maintain an engaged list of customers. Have you ever thought about the reason behind this? One of the prominent reasons is that you may be sending emails to new customers without having a clear knowledge of their preferences and tastes. It is quite obvious that customers will only engage when they are provided with relevant offerings and content.

If you want to engage your customers and get a response to your emails, it is crucial to understand what exactly they are looking for. Make sure to know your audience well. Once you are well aware of your target audience’s demographics, needs, and wants, drawing their attention becomes easy. With content that appeals to their interest, you can easily increase the customer engagement rate.

Improving Deliverability

Many people think that email marketing is as simple as just sending hundreds of emails to different customers. However, it doesn’t work that way. In order to get the desired outcomes, it is important that your emails get delivered to the target customers. Deliverability rate refers to the ratio of emails sent versus emails actually delivered to the intended customers.

When you send emails, not every email makes it to the inbox of customers. The event when emails fail to reach the inbox is referred to as bounce. Basically, there are two types of bounces, soft bounces, and hard bounces. Soft bounces are temporary and usually result in full inboxes. On the other hand, hard bounces are permanent and occur due to the use of non-existing email addresses.

One of the best solutions to address this challenge is to maintain and update your email list with the right customer emails. Make sure to give your potential customers the ability to change and update information whenever they are changing their emails.

Lowering Spam Complaints

Filling the inboxes of your customers with irrelevant content can result in an increase in spam complaints. Moreover, the unsubscribe rate of your emails is also likely to increase. While choosing the subscription option, consumers usually leave some clues about what they expect from you. Make sure to check the subscription process in order to see what your consumers want to receive and how often.

You can also try changing the message tone of your email. For instance, instead of sounding like a pushy salesman, try to craft the email in a friendly tone. It will show your customers that you are trying to help them out. This can help in lowering spam complaints significantly.

Leveraging Personalization

A number of marketers believe that it is not essential to personalize the emails before sending them to the customers. However, sending generic emails can actually make you miss out on an opportunity to develop real relationships with the target audience. In the competitive era of today, not all consumers want to be treated in the same way.

Personalizing the emails can make your customers feel valued. They may start believing that they matter to your business. This, in turn, helps in increasing customer loyalty and improving customer retention. In order to personalize emails, try adding the recipient’s name in the subject line. You can also suggest to them some good products and services on the basis of their past engagement. Moreover, sending emails on special occasions like birthdays can be even more appealing for the customers.

Increasing Open Rates

Increasing open rates of emails is yet another significant challenge faced by a majority of businesses. There are a number of reasons for low open rates. However, the most common errors are the sender name, preview text, and subject line. When your emails’ preview text or subject line is not relevant or interesting, your customers are not likely to open your emails.

In order to address this problem, make sure to craft unique and catchy subject lines. Try sending half emails with a standard subject line and the other half with a creative subject line. On the basis of the open rates, try optimizing your method.

Measuring ROI

Measuring the ROI of email marketing is one of the most common challenges faced by businesses. Calculating ROI mainly depends on how well you can collect and integrate all the data of your email marketing. It is important for you to know how email marketing is influencing your sales, website visits, and overall profits. You need to have a system in place that can easily track everything right from the first visit of the potential customers to their conversion. This can help you measure your ROI better.


Email marketing is a vital advertising gear that allows businesses to connect with customers easily around the globe. Email marketing is still relevant in the digital age of today. Now that you know the challenges of email marketing and how to solve them, leveraging emails for your business growth can be quite easy.

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