Underperforming marketing emails are often an indicator of overall program deterioration. Reductions in clicks, conversions, and revenue are typically symptoms of a larger problem. In this post, I’ll address seven causes of poor email performance and how to fix them.

During a session at this week’s Travel Market Place West Conference in Vancouver, Canada, Ron Cates, the digital marketing guru, ran the 200 advisors in attendance through a group exercise to find solutions to the problems that have plagued them over the past two years. There are problems that the pandemic caused, but there are also common problems that advisors had to deal with even prior to COVID-19 entering the world’s vocabulary. One that Cates pointed out, which was a problem both inside and outside of the travel industry, was branding and learning why people make their buying decisions.

Should you email inactive subscribers who haven’t opened or clicked any of your promotional emails in a long time? That seemingly simple question is actually fraught with nuance and complexity. But it’s critical to have a clear answer because maintaining your email engagement levels is probably the biggest factor determining your email deliverability. Let’s decode that question by discussing five truths about inactive email subscribers.