Email marketing is undoubtedly one of the most cost-effective digital marketing methods to get your message across to your loyal customers. The fact that they have opted to subscribe isn’t a fail-safe guarantee though. Having a forward-thinking email marketing strategy is crucial to planning and carrying out successful email marketing.
If your email marketing is falling flat, then here’s what we’d recommend to improve your email open rate and your end-goal conversions.
Having subject lines that stand out no longer cut it, they need to jump out! Undoubtedly your subject line is the most critical part of your email strategy, if it isn’t compelling, you can expect your customers to press the delete button. It’s a lot easier said than done, you need to be creative without being too clever or cryptic, we’ve found that numbers and questions in subject lines work well.
Emails with personalised subject lines are more than 20% more likely to get opened, although take care not to get too personal and lean on the side of offensive or creepy! Getting personal involves more than just using first names when you write your emails think about who your customers are and imagine writing to an individual rather than a massive mailing list. You’ll be surprised how your tone changes and how more effective writing as if speaking to an individual person is.
Nothing new here but we’ve got to say it again that timing is everything when it comes to email marketing. In order to improve your open rate, you need to think carefully about the day and time you send your emails and not just when you happen to finish crafting your next email masterpiece! Timing really does have a massive effect on whether or not your subscribers open your emails.
Try some basic A/B tests to identify what times and days work best. Think about the products and services that you are selling – are they work related, which means emails sent during the day are more likely to get opened or do you sell leisure or hobby related items. These type of emails get a better open rate when sent early in the morning or even at the weekend, depending on when your customer is likely to check their emails.
When you receive an email, you instantly decide whether it’s relevant to you. Therefore it goes without saying that segmenting your emails and targeting your audience is a must.
With more sophisticated spam filters than ever (which is a good thing) you want to avoid getting trapped in the spam folder. To avoid being flagged as spam, make sure all recipients have actually opted-in to receiving your emails, even more vital with the new GDPR rules. You should also send through verified domains and tell subscribers how to whitelist your emails by adding you to their address book is a good strategy. Don’t forget to always include an easy way for subscribers to opt-out of your emails.
If after all that you succeed in getting your subscribers to open your email but your content is just average, guess what, they’ll press delete anyway. The content of your email is so important for open rates but this is often forgotten. If it is not relevant, engaging and of interest to them, they’ll be less likely than ever to open your next email.
When you get all of the above right, your email marketing should start to convert and the open rate of your emails increase rather than having subscribers reaching for the delete button.
24 May 2018
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