Reaching customers by email almost seems like a forgotten art for businesses today. Predictable subject lines, tired appeals and a focus that is on the sender have caused read rates to plummet over the last 10 years. Done well though, email marketing is one of the most powerful tools for outreach and prospecting that an organization can employ.
Here are a few ways to diagnose your current processes and increase the open rates of your email marketing.
Shift your focus.
Customers expect marketing emails to be self-serving to the sender, after all, you're reaching out to someone whom you may not have ever spoken with to build awareness of a product or service being offered. The most effective means of breaking through the habit of making your email marketing about "you" is to put yourself in the shoes of your reader. Why should I care about the product or service? Would I take time to read it if I were busy?
Asking these questions will begin to shift your focus to solving your customers pains instead of serving your own.
Learn how to increase the effectiveness of your email marketing.
Steal their attention.
Often the last thing to be considered when sending a marketing email is the subject line. This usually results in valuable content that is simply left unopened, or worse, unsubscribed from. Why? On average, your email needs to capture the attention of your reader in two seconds. That's not a lot of time for the effort you out into the message only for it never to be read. Appeals that affect the primal brain, modeled after neuromarketing techniques tell the reader's subconscious mind to investigate further.
Before and after, good vs. bad and other techniques have proven to elicit higher open rates than other subject lines. The entire reason someone would or wouldn't open an email needs to have much more thought out behind it in many cases.
Discover how neuromarketing can increase your email marketing campaign open rates.
Don't be a robot.
Do you write like you talk, or do you follow a set of guidelines to make sure you hit every point? The difference in these two methods is the key to relating to your reader and making the content feel genuine. Conversational marketing has been proven in recent years to have nearly three times the read rates of marketing emails that sound like they were written for 300 people.
Adopting this style in your marketing emails means adjusting your intent as discussed earlier and can also mean breaking personal habits. The results though speak for themselves as more dialogue is created and conversions follow.
Click below to see how to shift your style and get better engagement from your marketing emails.