112.4 billion business emails are sent and received each day – that’s 122 emails a day per person! Despite the growth of other online communication channels, email continues to multiply.
Email marketing works because it allows you to reach your customers (and potential customers) in the place they visit every day. But once you get to the inbox, how do you make sure your emails actually get opened?
This is a question we hear a lot from our clients. When we’re emailing busy people we need to remember to put a little more thought into the messages we send. Start considering these statistics from Convince & Convert:
- 21% of email recipients report messages as spam (even if they know they aren’t)
- 43% of recipients mark certain messages as spam before even opening them (depending on who the message is from and what the subject line reads)
- 35% of business professionals check their email on a mobile device (and are only quickly scanning the message then deleting them)
Your first reaction to an ignored email may be the recipient is irresponsible and inconsiderate, but have you stopped to think about whether or not you’re doing anything to contribute to the problem? You could be adding fuel to unresponsive fire, so let’s outline three of the most common mistakes so you can start to focus on greater email success.
- Too long and clunky
When we see massive blocks of text we feel exhausted just at the thought of having to parse it for whatever is important. Get rid of all the qualifier words, remove the detailed chat and provide enough context so the recipient knows what you’re talking about.
- Copying too many people
People may not be responding because they’re assuming someone else in the thread is taking care of it. Copying too many people is an email habit and you’re starting to teach them that you often send emails that aren’t relevant to them or need their response. You’re training them to put your emails in the low priority category.
- Links and images aren’t working
I’m sure you can agree, it’s very frustrating when you receive an email with broken links and images. Not only is this disappointing for the reader, but it’s more likely to filter as spam. You can be pretty sure that your email will get moved to the trash bin and now any future emails to that contact may be more likely to get ignored.
Improving your email marketing open rates doesn’t require a lot of hard work, but with a few simple tweaks you could be on your way to higher open rates and more opportunities for your business. Take a look at our five simple strategies to start considering:
- Invest in your subject line
These are the first thing email recipients see. Just because you have a sale on, great news to share or use an exclamation mark, it doesn’t mean the receiver will share the enthusiasm. We’re all busy, make your first impression count. Subject lines are the backbone of the email content – take a look at HubSpot’s 29 compelling email subject lines for a variety of situations.
- Make the opening count
Remember, recipients can see the first sentence underneath the subject line when viewing their inbox. Like the subject line, it’s essential to draw customers to clicking the email. It needs to quickly and succinctly tell readers why they need to pay attention.
- Fix your ‘from name’
The from fields let readers know who the email is coming from. If you’re not thinking carefully about the information you’re putting into these fields, you could be making it difficult for people to recognise. Use a familiar from name and email address that represents you and/or your business.
- One topic per message
You will find your actual results of emails go way up when you break your emails into a single message for each topic. Those additional messages you’d like to include are much more likely to get lost and no response to.
- Make action easy
Once you’ve succinctly told them what you’re news or what you’re selling, make sure there’s an easy way for them to take action on the opportunity. Link them directly to your website where they can easily gain more information.
Now you’ve got a bit of an outlined action plan in place, it’s time to start putting it into practice. Overtime you can ‘trial and error’ these strategies, but it’s a great place to start. If you need help with your email marketing or putting together a plan please contact us on 01785 247588 or firstname.lastname@example.org.