Did you know that 47% of email recipients open email based on the subject line alone? At the same time, 68% of email recipients report email as spam based solely on the subject line. I think we can all agree that your subject lines have the power to make or break your email marketing campaigns.
When you want to market via email, you need people to actually open your emails. There are some amazing ways to get people to open your emails, and ways to ensure that people want to open your emails.
1. Tell Them What to Expect – It’s great when people sign up for your email list, but there is more to it than that. You then have to get them to actually open up your emails. At the time of subscribing, explain exactly what to do, the type of emails that will be delivered, what’s coming next, or any other action you want them to take. here’s an example of a ‘thank you’ page after signing up for something from LuckyBitch.com
2. Better Subject Lines – To get opens you’ll need to learn how to make great subject lines. You’ll need to use the right type of words to get their attention but that also explain what’s inside. You never want to trick them, because then you train them not to click. This largely depends on your audience and the type of email. For example, humor and fear of missing out (FOMO) may not work on some segments of corporate clients just like the boring ‘May 2016 Newsletter” subject line may not work on your coaching clients. Here’s a good article that explains the types and gives examples: http://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/
3. More Personal “From” Line – Use your name in the subject line instead of your business. This will make it more likely they’ll open the email because it’s from their friend instead of the business owner. You can also use a combination of your name and name of newsletter, for example mine is “Lisa Wells | Marketing Mindset.”
4. Deliver Great Content – Nothing is worse than clicking on an email and finding the content inside disappointing. If you create amazing, informative, and useful content for your audience, they’ll not only love it and read it – they’ll also look forward to it.
5. Test Everything – You will want to test different subject lines, different sales pages, and different types of calls to action. When you do, just change one small thing and send it out to your list a little differently. The one that works best wins. Keep notes so that you know what works best for your audience.
Here’s a very handy tool to analyze your headlines/subject lines to determine the Emotional Marketing Value (EMV) score. As you know, reaching your customers in a deep and emotional way is a key to successful copywriting, and your headline is unquestionably the most important piece of copy you use to reach prospects.
6. Send at Different Times – Try sending out your emails at different times to find out when the best opening time is. Check also with your autoresponder provider, because they may have some stats available for that which you can try. I usually send my newsletter out between 10:30 am and 11:30 am ET thinking that I want to miss the ‘morning rush’ and being lumped in all the other emails – and I base this on my audience. However, my client whose audience is mostly CEOs and business strategists, sends her newsletters at 6 am because her audience likes to read email prior to starting their workday. You HAVE to know your audience so be sure to test!
7. Use Power Words – Learn about the right power words to use with your audience. Some words will work better than others and it’s highly dependent on your niche and your audience what those words are.
8. Avoid Spam Words – The spam words are, “free,” “reminder,” or anything that brings up a sale. You don’t want them to see right away in the subject line that you’re selling something. You need to warm them up first with the content in your email.
9. Use Numbers – One thing that people like a lot are numbers. Look at the title of this blog post. Even though the number itself is not a keyword, it helps the audience when there is a list inside that is going to help them.
Getting people on your email list is half the challenge. Getting them to open them up is the other half of the challenge. But, by studying your audience, understanding the right words to use, and knowing how to get more personal and build relationships via email, it will help you go far in getting more opens for your emails.