Do you know what the email open rate is for your prospects? It probably ranges between 15-20%, according to Constant Contact. That’s a fairly low number and it means that there’s lots of potential for improvement. Fortunately, there are things that you can do to increase the likelihood that your emails will be read:
Get Personal. People appreciate emails that have a personal touch. Avoid using stiff, dated language and instead, try to incorporate the type of language that you would use if you were communicating in person. Also, make sure to address the prospect by name.
Use A Compelling Subject Line. The subject line is what’s going to motivate your prospect to open the email. As such, you’ll want to mention in your subject line what benefit you are offering the recipient. But, make sure to avoid spam triggers by removing exclamation points and the word, “free.” Spam filters are more likely to direct these emails straight to the trash bin.
Choose A Great Opener. Start your email with a good hook. Some suggestions include a shocking statistic, a humorous anecdote, or a relevant question. Your goal is to draw the reader in and the more interesting you can be from the start, the more likely your prospect will want to read the rest of your email.
Remain Consumer-Focused. While it’s tempting to boast about your credentials, think about the email from the customer’s point of view. Rather than make your emails egocentric in nature, think about your prospects’ needs and the benefits that are important to them. Then, address those issues upfront. The more that you can make your email consumer-focused, the better it will resonate with the reader.
Include a Call-To-Action. Every email campaign should feature a call-to-action. What is it exactly that you would like your prospect to do? Do you want them to set up a free consultation? Would you like them to sign up for your newsletter? In your email, choose one action item that you would like your prospect to take. Then, include it in 3 places throughout the email.
Design for Mobile. Almost half of all emails are read on mobile. If you don’t take this into account—and design your email for laptop reading only—you’re missing out on half of your market right out of the gate. Instead, create emails that are optimized for mobile. This is becoming more and more important as the number of consumers in the US with smart phones continues to grow.
Consider Timing. Think about when your prospects are most likely to have the time to review your email. For instance, a bad time to reach out to them would be over the weekend when they might not be checking email during their off-hours. If your email marketing software allows it, try testing your campaign. Send half of your emails in the morning and half of them later in the day. See if you notice any significant difference in open rates.
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