That’s some pretty crazy return on investment right there – if your clients are not already using email marketing, they need to get started with that today.
But what if they’re already utilizing this effective marketing strategy and it’s just not working because people aren’t opening their emails?
Don’t fret – here are a few solid characteristics of emails that get opened time and time again.
A Subject Line that Cares
It’s commonly said that for every 10 people who read an article, only 2 will read past the headline. Your job is to convince those other 8 to keep reading by using a compelling headline. The same concept can be applied to your emails. If you don’t have a catchy subject line, no one is going to open the email to read what you have to say!
According to CopyBlogger, one of the most successful subject lines of all time simply uses the words “You Are Not Alone.” People want to feel that you understand them, sympathize with them and can empathize with their problems. If they know that you really care, they’ll be more likely to open an email from you.
Stay Away from the Spam
Try to stay far, far away from spammy headlines. This means not using a million exclamation points, the word “free”, or constantly advertising sales that your business is having. People don’t really care about that stuff, and they’ll likely ignore it. They want to read something worthwhile, and if the headline is spammy, that email will likely end up in the trash.
Think about the last email you actually read and enjoyed. It probably wasn’t something that sounded too corporate – instead, it was most likely something with a personal touch. When you or your client go to write an email, try to imagine that you’re writing to a friend. Keep the dialogue personal and engaging by using “you” and “your.” People want to feel like they matter, and adding a personal touch is a great way to accomplish this.
Timing is Key
A lot of this is trial and error, but it’s important to time your client’s emails according to their audience’s schedule. A lot of email marketing services will give you analytics and insight into what times people are opening your emails. If more people tend to open in the morning, time you emails to reach their inboxes in the morning instead of in the evening. Cater to their schedules and send your client’s emails accordingly.
Be consistent, but don’t go overboard. If your client’s audience can handle daily emails and you have enough quality content to send them, go for it! However, be mindful of people’s time, and don’t go overboard – especially if your client doesn’t have anything important to send them.
Whatever you decide, set the expectation with your client’s audience up front and then just be consistent. If people expect a daily email, send a daily email. If it’s weekly or monthly, then stick to that schedule.
Crafting the perfect email can take some time and effort, but the end result is totally worth it. Try experimenting with various methods until you land on something that truly works for your client’s audience – your client will be delighted!
What is the best email subject line you’ve ever received? Share in the comments!!