One of the most common issues with email marketing is poor open rates. This can be very frustrating when you have put a lot of time and effort into developing a meaningful email!
There are about three things that recipients can and will do with your emails:
- Ignore and Delete
- Read and Ignore
- Read and Respond
Of course the third action is the most ideal among the group, but it is not what usually happens.
Below are various factors as to why this happens. Read on and try to avoid these mistakes in order to get your emails read and be able to conduct an effective email marketing strategy.
When people check their emails, they simply browse over the names of the senders first. Often emails from “anonymous” senders are usually ignored. Now you may not appear “anonymous” to many of your recipients, but emails from “john0723102” or “jdoeintmarketing” are most likely to receive the same treatment. Thus, it is s good idea to use your full name or company’s name as the name that appears as the sender. This makes your email more noticable and helps to build your brand and establish trust among your recipients.
Another mistake to avoid is creating an unattractive subject line – which can be either boring or spammy sounding. Take some time in thinking about catchy phrases or subject headings instead of generic ones. Sometimes, a great subject line is better at getting people to open up your emails, especially if you are marketing to people for the first time or if your name or brand hasn’t established enough credibility yet.
There are several factors that determine whether you have a good subject line:
3. Sounds relevant or significant
4. Use of definitive keywords
If your subject line has all these, then you have a better chance of getting your emails opened. Don't be boring!
So your recipients have opened your emails – that’s great. But what next?
If you don’t have great and interesting content in your first emails, you can be sure that your next emails won’t be opened. The following can help you craft great content in your emails:
- Write an attention grabbing opening statement – this is your chance to engage the reader and influence them to continue reading.
- Make it short – people are busy and don’t have time to read lengthy articles in their emails, so make your content short and straight to the point.
- Create Links - Creating links to your website and content within your site will strategically drive traffic to help your customers see the value in your products or services, and ultimately help you to convert them to customers.
- Emphasize on the value of your content – again, avoid beating around the bush and filling your content with sappy stories and anecdotes (unless necessary). Highlight the value that your content and product or service has, and make sure that your email is worth reading.
- Use bullet points and numbers – this is a great way to shorten your content and emphasize value.
- Be respectful – be mindful of the words and the way you write your message – remember, write the kind of email that you would want to receive.
- Make it personal – add a personal touch to your emails, as if you’re talking to your recipients face to face. Adding your signature at the end of your email also helps in this regard.
- Encourage recipients to reply – this is another crucial factor, since after reading your email, a recipient is most likely to close and ignore it unless they are motivated to take the next step, which can either be visiting your website or contacting you.
Email marketing is not supposed to be rocket science, but these mistakes make a successful email marketing campaign difficult. Avoiding these three crucial mistakes and the help of an expert online marketing company can significantly reduce the rates of your ignored emails and help you achieve your email marketing goals!