Email marketing is a guaranteed path to your customers’ inboxes. Coming up with new campaigns or sprucing up your old ones is crucial for your business. However, in order for your campaigns to work, your emails need to actually reach your customers.
When you send emails to your customers, the worst thing that can happen by far is having them marked as spam - either automatically by the mailing platform or manually by your customers themselves.
As much as 20% of all emails never get a chance to reach a customer’s inbox! That is a huge chunk of leads and opportunities that are lost and squandered.
To avoid this drastic impact to marginalize your revenue in the long run, here is what you can do. Take a look at these five simple, actionable steps that can help improve your email open rates by effectively reaching its intended recipients.
Let’s accept it – we've all received emails that we delete immediately. These come with subject lines like “You’re a winner,” “Prize waiting to be claimed,” or “FREE!”. You hardly open these emails and, without a second thought, mark them as spam.
So if you're sending out an email with a similar pattern, chances are, your audience is doing the same to your emails.
Customers today are savvy enough to know that certain kinds of subjects are not worth their time, so they will be quick to get rid of mail like that. Don’t fall into that category.
Email providers are improve their filtering features regularly, but there are always some phrases you can avoid, such as the above mentioned.
With the average consumer receiving around 126 emails a day, standing out in your customer’s inbox has become more crucial than ever. And the subject line is the first hook that can grab their attention and seal the fate of your email.
Analyze the message you are trying to send and try to encapsulate that in a brief, concise and informative way in the subject without being sales-y.
To be able to familiarize yourself in your customer’s inbox, you’ve got to be consistent in your approach to how you send your emails. Consistency is the key, and it holds more relevance here as it lessens the chances of your emails getting marked as spam from your audience.
Consider this, you look forward to NYT’s newsletter every week and one day, instead of seeing their usual address, you get an email from Nick at NYT. While the content of the email may still be relevant and useful as before, as a subscriber you are sure to be wary of opening this mail.
That is what inconsistency does to your brand – it instils a sense of suspicion, something that you definitely don’t want for your email campaigns.
When you keep changing your sender details, you are also in danger of becoming unfamiliar with your customer. And, before you know it, you have landed directly in your customer’s spam folder.
As a business looking to achieve higher email deliverability and opens, this is what we suggest: stick to one sender name and email address and share all your emails from that sender name. Whether you are sending product updates, newsletters about your company or a giveaway campaign. Staying consistent is the key.
When you maintain consistency with your sender details, you are creating steady communication that your customers enjoy over time, cultivating a bond where your customers look forward to your email.
Imagine purchasing something from an e-commerce site and looking forward to hearing from them about new offers, products, and promotions. But instead of getting an email per day, what happens next is getting bombarded with countless emails about things that you never wanted to hear about! In short, your situation becomes precisely like this –
Being bombarded with emails can get very irritating, very fast. What would the average person do next? Unsubscribe from their email list and never interact with their business again.
It is essential to keep this fact in mind while you send out emails to your audience. An attempt to grab their attention by overdoing your emails can cause them to stop engaging with your brand entirely.
You already have a huge email list of customers actively opting for email communication from your brand. These are customers who want to know new offers and information from you.
Send them emails and start communicating with them, but do not bombard them with information and content.
Instead, value their time by keeping your communication to the point, and always respect your customers’ personal space. When you send them one good email a day, rather than five average ones, they will actually take the time to read through what you have to say.
There may come a time when certain customers who have been active members of your email list no longer want to be included in your campaigns.
Their reasons for dropping out may be varied, but always remember that if they choose to do so, you should make it as easy as possible for them.
If the opting-out process is difficult for your customers, they might take the easy route of marking you as spam. Spam complaints hurt your engagement and your credibility with your email provider.
Providing an unsubscribe button on emails or maybe a one-click opt-out option are a couple of ways to make sure that your customers don’t have a hard time opting out if they want to. Whereas having a complicated opting-out process will cause your customers to hold unfavorable associations to your brand and hurt your brand image.
What you can do at this point is to try to get them to take a short survey as to why they are choosing to unsubscribe.
If you can get enough data from different unsubscribed customers, you are also getting an insight into a problem that your email marketing plan has such as poor content, frequency of emails, targeting wrong emails, and how you can work on fixing them.
Persuasive copy will never go out of fashion irrespective of the marketing channel. You could be doing social media marketing of all things, but this tip will still remain relevant. We all have a soft spot for brands who seem to understand what we want, just the way we would want it. More often than not, we eagerly scan their promotional content out of all the emails we receive daily.
In essence, if your customers enjoy receiving your email, you have reached a good place! But if your customers aren’t, this is an area that you have to work upon. After all, you could be creating the greatest content and coming up with the best offers, but if it isn’t clicking with your core group, what’s the point?
To start things off, define your audience and segment them accordingly. Make sure your communication is aligned according to your audience’s persona. For example, be peppy and humorous while enticing the attention of millennials and be direct and helpful if your core audience is senior citizens.
Take inspiration from Nike’s email -
It’s a clean image, and the copy is very brief and to the point. The customers are looking to buy new products, and that is what Nike is advertising to them. In this way, Nike ensures a good click-through rate through their email marketing tactics.
Improving email open rates is a game of trial and error, you’ve got to try and see which factor works the most for improving the success of your email campaigns.
While the above tips can go a long way to ensure that your email gets delivered, we suggest you opt for a good marketing tool that can help improve your overall email marketing game.
Email marketing tools play a huge role in email deliverability and email marketing prospects. They can provide you with avenues to experiment with your campaigns and help you understand what’s working for your business and what isn’t.
You don’t have to be a tech whiz to set up a successful email campaign and improve your open rates, but to save you time and create efficiency, there are plenty of marketing platforms on the market to pick from. Though Mailchimp is a popular and viable option, make sure you take the time to review their pricing mechanism and research alternatives to find the best fit for your needs. Factor in these details and your email marketing campaigns should be on track and fetching you a good return on investment in no time!
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