Email marketing is the lifeblood of most, if not all, small businesses. Wouldn’t you agree? If you don’t, I’d love to hear why so shoot me a comment over at my Facebook page.
<But before you leave … hear me out>
In many cases, if your emails aren’t getting opened, you’re not building a strong relationship and trust with your people.
In turn, I guarantee you won’t have an active list of people who love you and won’t be getting sales every time you send an email to them.
Am I right?
Can I share something with you? I have a small list of only a few thousand, but every time I send a message to them, I not only get feedback because they are engaged, but I get sales from people who are already my clients as well as newbies.
Hands up if you’d like that!
Writing emails that stand out is an art that can take months – even years – of practice, but your efforts can pay off quickly if you learn to do it right. So, what do you need to do to make sure that your emails are opened every single time?
Here are my best tips:
- Beware of Spammy Subject Lines
If you’re offering readers a good deal, it’s tempting to litter your subject line with capital letters and scores of exclamation points – and even emojis. Unless this kind of enthusiasm is part of your brand, stick to subject lines that contain questions, a call to action of some sort, or an intriguing point that makes people want to read on. Your subject line is your first impression; if it doesn’t grab readers’ attention, chances are that your email will end up straight in the trash. Ouch!
Note – like all content, headlines are your first change to get eyeballs on your page … it’s the same with blogs, web pages, social media. So make it count.
- Send the Email from your Name
Using a vague email address or a company name won’t win you any points with your readers, especially if your brand is you. If you want the email to have a personal feel, use your name. People will be more likely to open up an email if it seems personalised.
- Provide Interesting Content – It’s Still not about Selling!
Make your emails worth opening by filling them with information that is useful and relevant for your audience. Information is all around us these days, and people can easily go to the internet to learn about nearly everything.
Loads of people have built successful businesses by repackaging information in a new or interesting way – do the same with your emails! Try to offer a new perspective on a common topic or shine light on a topic that is rarely covered. Chances are that your readers will be eager to see what comes next – and that means they’ll want to know what you have on offer.
- Stick to the Basics
If you want to grow a diverse audience, you ought to keep your language simple and easy to understand. Emails that read like a dictionary or a technical manual are not going to resonate with most people. Ewwwwwww.
If you need to introduce new terms to properly discuss a topic, define those terms so that readers know what you’re talking about. You don’t want to confuse your audience!
PS – if you need to use jargon of any sort, make it fun…for example, in newspaper speak, the layout of the newspaper pages is called a “dummy”. Editors would screech across the newsroom floor … where’s the dummy?! <haha> You could have some real fun with that word…in a polite way, of course.
- Time Your Emails Properly
This is a tricky one, but it’s fact that sending emails at certain times of the day will yield higher open rates. Research shows that you get the highest rates of engagement between 8am-10am and 3pm-4pm.
On top of this, 24 per cent of email opens happen within roughly one hour of the email being sent. Four hours after delivery, there is a less than 5 per cent chance that your emails will be opened.
This is why timing is crucial. Test different times with your readers; working professionals may check their email at different times than stay-at-home-mums. Timing your emails is all about finding what works for your unique audience.
Want More Info?
Writing an email is like writing a blog … there’s a formula to it. Come and learn my secret tips and tricks at my next “How to Blog to Boost your Business” half-day workshop (click on the link for more info) in a city near you.