Does it seem like your email marketing is a complete failure? If so, you need to figure out how to increase the email open and click rate quickly.
In this blog post, you will learn how to get more people from your email list keen to open and read your emails. More so, they will want to click through to your landing pages. You do not need luck, and you do not need to scrap everything. You’re doing a tweak here, and there might just turn your frown upside down.
Email marketing is alive and well; it just takes the right techniques, diligent testing, and a commitment to review and improve everything you do. Why? Well, email marketing, like all strategies to get consumers interested in your business, requires smarts and effort.
Here are five ways to improve your open and click rate and get those sales coming in.
1. Personalize Your Emails
One of the best ways to get prospects to open your emails and click through to your site is to address them by name. Using their name turns a generic message into a personal message, and that one action increases the open rate.
Your business will need to collect the first names of your email list subscribers to use in your email marketing messages. How? Ask your email list to update their email preferences to add their first name. Update how you collect email addresses making the first name field mandatory.
You can also use their name in the subject line but don’t overuse this strategy. Remember, your recipients get many emails, and many of them will get personalized spam all day long and understand how the game works.
Tip: Use the first name in the opening salutation, e.g. Hello John, and be consistent, so all your emails start the same way. Consistency is good for email conversion rates.
2. Create Content That is Just as Good as Your Subject Lines
The first thing your recipients are going to see is the subject line, so make it count.
It is tempting to say that your subject line is the most critical factor affecting open rates. This is certainly true with cold emailing campaigns, and it is also true with subscribers who have only joined your list in recent days.
But subject lines alone don’t convert.
You might be great at creating clickbait subject lines. If you are not very good at it yet, you need to spend more time crafting subject lines that convert. However, if the content inside the email or on your website does not effectively remove the customer’s pain points, they will not open up too many more emails from you, no matter how good those subject lines are.
So be careful with overusing clickbait, and don’t ever resort to bait-and-switch tactics out of desperation. Create subject lines that beg to be opened, but then follow through with content that provides valuable solutions that your customers are searching for.
3. Use Legitimate Sender or From Names
One of the easiest ways to spot spam emails is to hover your cursor over the sender’s name to see what comes up.
When you get an email from something like [email protected], what do you do? You delete that bad boy without hesitation. It is spam. The same is true when the sender’s email address is something like [email protected] No matter how good your content or your offer might be, most people simply don’t like solicitations. It is invasive, so it puts prospects on the defense – even the ones who like your content or products and voluntarily opted in to your email list.
Everyone directly involved in your marketing campaign should have a personalized email address for company use, especially for the main account from which marketing emails are sent. Open rates increase when the person’s first name is included in the address because customers trust real people more than trust sales departments and spambots.
There is a potential problem here for internet marketers and bloggers, though. Many of these folks have had so many different websites and email accounts; they do not even know which list they are emailing half the time. Many readers will not open your emails if they do not recognize your email account. If they subscribed on one website, but your email account is under another one of your websites that they have never heard of, you just lost a customer. So make sure that your sender email address matches up to the website from which people signed up.
4. Contact Your New Signups Within 24 Hours
At no point in time will a new email subscriber be more open to your email messages than during the first 24 hours after their initial signup. That is the time to put your best foot forward and make a genuine connection with your new subscribers by using either an autoresponder or by personally sending an email yourself.
If they opted in to receive a free report or ebook, then use this first contact attempt as a follow-up to ask what they thought of the content. Was it helpful? Did it resolve the issue for them? Do they need some clarification? Do they have any other questions that need answering? That first 24-hour window is an excellent opportunity to solidify your relationship and create a lifelong customer.
5. Time Your Emails for Maximum Effect
Research has shown that commercial emails received a 20 percent higher open rate from 8pm to midnight than during standard business hours. The actual open rates will vary by industry, but either way, it is pretty remarkable.
Most salespeople email their prospects during normal business hours of 8 am to 5 pm. Sure, this is a great time to catch them at the office. However, it is also a great time to interrupt them when they are busy trying to get things done.
If you want to avoid the noise and catch people more receptive, email them after dinner when they are settled down for the day and are more likely to read your emails.
Many ESPs (email service providers) will allow you to create your emails and preschedule them to go out to your list at certain times. You should take advantage of this feature, not only for your autoresponder sequences but also for your on-the-fly emails too.
Do you have some news to share today or a new blog post to promote to your list? Type it up, and then schedule it to go out later tonight.
If your email campaign is not converting as it should, it does not mean that email is dead. Nothing could be further from the truth. It merely means that your readers are getting many emails these days, and you need to step up your game to get their attention and hold onto it.
So try some of these email tips, test the results and then tweak accordingly.