When an Email Marketing Software Fails

5
min
When an Email Marketing Software Fails

Email marketing software is used by many business owners to improve their marketing efforts. It is, without a doubt, still one of the most popular forms of communication and marketing software.

It remains a powerful tool until users run into problems, such as UX issues, ย that prevent them from successfully creating email marketing campaigns.

This article tells the stories of people who had to deal with issues with email marketing software that had a poor UX.

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Story 1: The schedule feature is only on pain plans

Rick signed up for your email marketing software. ๐Ÿ“ง

The plan was for him to be able to create multiple email marketing campaigns

that would be sent out to 500 of his clients.

He created a campaign, prepared the email, set the subject line,

and scheduled the delivery of the emails. ๐Ÿ‘Œ

Now here's the problem ๐Ÿ˜ฎ- he couldn't find the feature on the software that would allow him to schedule his email campaign to send out tomorrow!

As it turned out, there was a small link button that said "schedule send" but...

...was only available on the Pro Plan! ๐Ÿคฆโ€โ™‚๏ธ

This infuriated Rick greatly. ๐Ÿ˜ก

Had the expectations of your feature sets in the pricing tiers

been very clearly laid out for your users,

they wouldn't have been disappointed mid-journey.

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Story 2: Lost changes of an entire day

๐Ÿ‘ฉโ€๐Ÿ’ป Terry had been working for hours and hours on an email campaign.

When editing emails, she would write paragraph after paragraph,

and she would sometimes draw inspiration from other sources. ๐Ÿ‘Œ

Most users today expect that changes are saved automatically.

The email marketing software that Terry used though,

had a "SAVE CHANGES" button ๐Ÿ›‘

to manually save changes made to the emails. ๐Ÿ“ง๐Ÿ“ง

Terry FORGOT to save her changes before closing her browser! ๐Ÿคฆโ€โ™€๏ธ

The next day, she was astounded to find the email campaign completely empty!

This could have been conveyed more effectively with a UX that prompts users to save changes every few seconds.

When you consider the user's journey, you will be able to create solutions ย 

that will help them improve their workflow ๐Ÿ’ช and make their lives much easier.

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Story 3: Not finding the latest comparing

๐Ÿง‘Mark was looking for the most recent campaign. ๐Ÿ“ง

So, he went to the campaign page to see all of them.

To his surprise, the campaigns he had created the day before, were nowhere to be seen! ๐Ÿ‘€

Shocking! ๐Ÿ˜ฒ

It was almost comical because he had no idea there were actually two tabs:

Sent and Drafts. ๐Ÿคฆ๐Ÿปโ€โ™‚๏ธ

It took him some time to notice that these tabs were on the top of the page.

Mark could have identified the campaigns he needed to work on much more quickly with some UX enhancements. ๐Ÿ‘Œ

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Story 4: Loading & Loading

Sally tried to open an email marketing template ๐Ÿ“ง, but nothing happened. ๐Ÿคทโ€โ™‚๏ธ

When she pressed the "OPEN TEMPLATE" button,

the computer ๐Ÿ–ฅ๏ธ appeared to freeze and waited for 2-3 minutes

with no indication of what was going on. ๐Ÿ˜ž

She got worried and thought she was about to lose all the changes she had made. ๐Ÿ˜ฑ

When she contacted the development team,

she was told that the data would be saved in about 2 minutes,

but there was no indication at all for the user to know what was going on at the back end.

This is a user-experience nightmare! ๐Ÿ˜ค๐Ÿ˜ค

You can, however, vastly improve the UX with some small tweaks. ๐Ÿ‘Œ

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Story 5: Email builder- robust and too complex

John signed up for your email marketing tool. ๐Ÿ“ง

He intended to create his own email design and was prepared for it ๐Ÿ‘จโ€๐Ÿ’ป,

but he had no idea what he was getting himself into.

This was no ordinary word document or website builder like Wix.

This required an entire day of learning. ๐Ÿ˜ฏ

It was extremely difficult ๐Ÿ˜ฐ for him to locate all of the elements

and know where to go to edit them.

It was very exhausting, and he eventually grew tired of using this email marketing software,

prompting him to abandon ๐Ÿ™…โ€โ™‚๏ธ the entire solution!

This could be avoided by finding the main UX pain points and helping to simplify

the whole software.

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Email marketing has one of the highest ROIs of any marketing tool. That being said, it is critical that the software used has an excellent UX.

I hope this helps you understand when you should consider UX design for your software!

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Feel free to reach out here for a UX audit with the link below:

UX Audit | Intent UX

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