When Email Marketing Won't Work
2. You sell one product only, and customers don't usually buy more than one. I've seen this time and again. A company has one product it wants to tell the masses about. It's a simple and possibly fabulous product, but it's only one product. There could be opportunities to give as a gift, but sending a weekly newsletter to the same subscribers with the same message isn't going to move the needle. There may be opportunities to show different uses or features of the product in order to engage prospects, but at the end of the day, if someone bought it, likes it and then gets an email from you twice a week asking you to buy it again, you're more likely to turn them off than keep them engaged.
In this case, if you're sending a mass email to a list of subscribers that consists of mostly existing customers, email marketing won't work. There are strategies to use email to sell to subscribers who haven't yet purchased. In that case, you need to be growing the marketing list and differentiating the messaging to existing customers. In the end, there may only be so many things you can say about your product, so be prepared to develop engaging content around your industry or product type and to cool it on the cadence.
3. You have no discernible goals or metrics to measure the success of your email program. Like any marketing program, you need to define what success will look like. If you invest in email marketing without doing so, you run the risk of deeming it a failure. For example, an offline company that doesn't define success in terms of offline metrics will see a lack of online sales or clicks as a failed effort. Let's go back to that Lamborghini example: even a well-planned lead-nurturing campaign that eventually helps to drive a sale will look like a failure if the end goal isn't defined as a person walking into a dealership and buying a car. That goal needs to not only be realistic, but measurable and trackable. The program goals need to be in those terms and not in the direct revenue or even clicks.