QUALITY is better than quantity in email marketing. The benefits are low to small business owners if only a few of the emails are opened of the dozen that are actually sent.
The great debate remains over what isconsidered a “good” or “typical” open rate. The average is 4-10% of emails delivered,while others feel that 18% is normal. While the actual open rate is realistically out of your control, here are some tips tooptimize your email so that it entices more people to open it.
1. Make sure the sender’s name is personalized. A real name needs to be used instead of anemail address in this particular field. You name can also be here or a sales manager’s name, butseeing an email from John Doe is much more personal than if it were simply the email.
2. The subject line needs to be creative and eyecatching. How many emails do you receive in a single day? If you scan all of the subject linesquickly, how many of them stand out? Think of your own email subject line, does it stand out in your inbox?
Many experts agree that byusing the same subject line, you will actually reduce the open rate, so be creative!
Your reader has now opened your email, what do you want them to read? Remember that acheesy sales pitch will turn them off and maybeforce them to unsubscribe- or would you ratherthem see a story then can relate to, that shows the reader a personal side to your business?
1. With a conversational tone, write to yourreaders as if it were you speaking to your best friend. You may have learned the opposite inschool, but writing for the Internet or email canbe more casual than how we are accustomed to writing on our term papers.
2. Pay close attention to the length of the message.There’s no need to have to share every single detailof the story in a single email. Summarizing the storyor spreading it amongst multiple emails will suffice. Keep in mind that people have short attention spans and too often will skim a message while reading online, so it should be short and simple without staying full of valuable information.
3. Make sure all misspellings and grammarmistakes have been corrected. You’re writing casualemails and relating to your readers, however this isstill a reflection of your business. Most misspellingsare acceptable while texting to a friend, but are notacceptable in an email or any other business related writing.
As the reader reaches the end of yourmessage or story, what would you like for them to do? Don’t give them the only option of deleting the email.
1. By adding a closing strategy to the end of the email or near it (this can even be placed in the middle) directs the reader to take action. The message can be something as simple as, “Click here to watch the video” or “Schedule your appointment”.
2. People will more likely act if you compel them to. Too often people will read an email and say to themselves, “I’ll do that later” so you should tell them that your schedule is filling upquickly or your appointments are limited so that it encourages them to take action more rapidly.
You can’t control your reader’s action and emailmarketing isn’t a complicated science. However by using these tips you will certainly help meet your goals of getting your emails noticed and read.
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