I find this common with smaller B2C businesses where you create a way to subscribe and never do anything beyond collecting the information.
A subscriber is someone who has already shown an interest in your company, products or services. They trusted you with their email address and possibly other personal information such as a name, country or more. You have their interest, NOW. So what happens after they subscribe? You need to be able to answer these questions:
- What does their confirmation email look like?
- What does the first email they will receive after that look like?
- What is the call to action? Is it still relevant from the time you created it?
- When was the last time you tested EVERY drip in your campaign and every step of subscribing?
- How many automated drips do you have to go out them, and at what regular intervals after they subscribe?
- Do each of those have a link back to a landing page on your website and a call to action relevant to the email message that went out to them?
Remember: One message, one ask in an email. Keep them focused.
When you create your drips to you try to save time by duplicating the previous one and editing it slightly? Nothing wrong with being efficient, but don't be sloppy. Make sure your call to action link, AND the image in the email go to the same landing page that continues that topic. Don't just take them to your home page where they are left to wonder around "the lobby" of your website. Keep them focused and moving forward toward conversion. You want them to either do another thing or give you the order or set an appointment. You also want it interesting and helpful enough they'd be inclined to forward your email or share it out to their people.
I HIGHLY recommend enlisting someone NOT working for your company to subscribe and go through the journey. You want a detail-oriented person who will click on the image and the call to action. Ask them to give you feedback about the email - content, links working, landing page. PAY THEM to do this or give them a gift card or something, if it's a friend. OR return the favor for them. My husband is my tester. He's caught images that the link didn't match the call to action, typos. We get in a rush sometimes and need another set of eyes. Our websites also change in structure every few years so they links need to be updated.
Want help creating or testing your subscriber journey? Email me: [email protected] and we'll set a time to meet.