You keep hitting send, but it seems your recipients have all but filed you away into the dreaded spam folder. With 60 percent of consumers saying they’re influenced to make a purchase based on email marketing, you’re on the right track, it’s just time to fine tune your approach. Not only is your audience engaged, but email marketing offers one of the best ROIs in the marketing realm with a $44 profit on average to every $1 spent.
With all the numbers pointing to email marketing as the way to go to grow your business, how do you break through the digital wall and not only get a reader to open your email, but, wait for it…click thru to your website, lead magnet, or landing page?
Know Your Audience
As with any content you produce, the first step is to know your audience. In order to create open-worthy emails, you must know the type of material best suited for your readers. Here’s how:
- Analytics: Study the numbers to see which content gets the most engagement.
- Listen: Your customers will tell you exactly what they want; you just have to be willing to listen.
Whether in person, via email, or social media conversation, take the feedback and turn it into your next marketing email.
- Poll: Use social media, email or your website for a 1 to 3 question poll for audience insight.
- Survey: Use a survey to question your customers on which products or services they’d like more information.
Scrub Your List
Once you know to whom you’re speaking, it’s time to scrub the list. It can be deflating to weed out the email recipients who simply aren’t engaged, but it’s a necessary step to make your email marketing efforts with the time. Update your email list by:
- Removing subscribers who haven’t opened an email in more than 6 months
- Target inactive users with a luring subject line. Go for a question to tap into a reader’s natural desire to answer: “Is this really the end?” “What if we gave it one more try?”
- Ask your subscribers to update their info – email address, desired email topics, product interest – for a natural way to cut ties with customers who aren’t engaged
- Offer a flash sale discount or free sample. Cleanse your list of those stale recipients who don’t open it.
Attention Grabbing Subject Line
The subject line is your one main shot at getting a recipient’s attention, and 35 percent of people open a message based on this line alone. Want to improve your email marketing subject lines? Try this:
- Announcement: It’s here! A product launch, new location, or website redesign are all announcement worthy.
- Command: Want a recipient to try a product, open an email, or follow you on social media – give the command.
- List: Who doesn’t like a good “Top 10” list? They’re easy to read and always pull opinions.
- Question: Ask a question that sparks enough curiosity that pushes your readers to click.
- Teaser: Offer just enough info to leave them wanting more.
Fill In Sender Space
Define the “sender” of your email with a clear name. People open emails from people they know.
Be Consistent With Your Send Time
Test your audience with different send times to determine which period of the day gives you the most engagement. Create two or three recipient lists and send the same email at different times for each group. Determine which time received the higher open rate and send at that time.
It doesn’t take a marketing plan overhaul to increase your email open rate. Know your audience. Lure them with a great subject line, and take the time to listen. Carry a consistent brand voice and your open rate will begin to grow.