Get Great Results From Email Marketing

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As you know, email is a brilliant tool.   So, if you’re not already sending regular emails to your list and to new enquirers, then I really encourage you to start doing so.

But whilst sending emails is easy with software like Mailchimp, Intouch or Infusionsoft (and so many of the other email management systems out there), how do you get them opened in the first place?

I thought I’d share some top tips to ensuring that you get the best possible results when sending your email:

#1:  Send Interesting and Relevant Content.

Just because it’s free, doesn’t mean you can get away with poor content. In my experience, poor content is the number one reason people won’t read your emails, and actually it’s the biggest reason people unsubscribe.

People are used to seeing plenty of email in their inboxes, so they rarely unsubscribe because of the volume of email you send them, they only unsubscribe when the content doesn’t interest them. If it’s not relevant or useful to them or if you get too salesy, that’s when they stop opening and that’s when they unsubscribe.

There is one simple test that you can do each time you’re writing an email – ask yourself ‘Is what I’m sending useful AND relevant to the people I’m going to send it to?’. If the answer’s ‘yes’ then you’ll do just fine.

#2:  Avoid The Junk Box.

With so much spam flying around these days, most people have rigorous spam protection systems in place to junk email before it even gets into their inbox.

Spam filters generally score each email against some set criteria. To ensure that your email doesn’t find its way into the spam box, test it first. Most email management systems have built in ‘spam checkers’ which will tell you how your email scores. If yours hasn’t got one, then there are plenty of free spam checkers available. Just do a quick Google search.

#3:  The Power of Personalisation.

Using the recipient’s first name in the subject line of your email will increase open rates because it helps your email to stand out from the dozens of other emails in the same inbox.

Starting your email ‘Dear Julie’ or ‘Hi John’ instead of ‘Dear friend’ or ‘Dear Customer’ will increase your reading rates and your click-through rates too. Most email management software can do this for you – you don’t have to type each name in!

We all know the power of personalisation, but what I find amazing is that so many businesses still send emails out without including any personalisation whatsoever, especially when it’s so easy to do.

#4:  Consistency Is Key.

It’s important that all of the communications that are sent out to your list retain the same look and feel and use similar language and tone. This helps your customers and prospective customers to feel comfortable and familiar with your brand and to build up trust.

If you’re sending a regular newsletter then make sure you keep each issue fairly consistent. Customise your template, colours and font and include branding elements like logos and images that will help the recipient to recognise your business quickly.  If you want to learn how to create powerful e-newsletters that really convert then book yourself a 1-2-1 training session with me and I’ll share all my secrets with you.

#5:  The Subject Line

When your email arrives in your customer’s or potential customer’s inbox, they’ll make a fairly instant decision about whether to ignore, delete or open your email. After all, that’s what you do isn’t it?

Their course of action normally comes down to how interesting, enticing and compelling the subject line is. Your subject line is like the headline in a sales letter. You’ve got to grab interest and force the recipient to open the email.

If your list is big enough (or your email is important enough) testing different subject lines on a small segment, before mailing to the whole of your list, is the easiest and quickest way to drive up open rates. Try out different subject lines and compare the open rates for each one. Pick 30 people from your list and try out three different subject lines sending each one to a batch of 10 people. And then compare the open rates for each one. You’ll be amazed at what a big difference a small change in the subject line can make.

#6:  Provide a Plain Text Version

HTML emails, the ones that are all designed and wow looking, are great but sometimes they can be blocked by a recipient’s email system. Plain text, although not as pleasing to the eye, is rarely blocked and therefore reaches the recipient. Most email management systems allow you to easily create a plain text version of any HTML email before you hit send. So check that out.

#7:  Statistics and Tracking

Most of the email management systems provide really good statistics so you can monitor the number of opens, clicks, bounces and unsubscribes for each email or campaign that you send.

There’s no excuse here. If you’re taking email marketing seriously, then you need to be looking at the reports for each email you send and testing to see how you can drive up your open rates and click throughs.

Look at whether sending emails at certain times of the day or on certain days of the week get a better open response. Look at which subject lines have had a greater open rate.

Also, a little tip here, don’t be too quick to unsubscribe bounced email addresses. There are loads of reasons why emails can bounce but wait until it’s happened 3 or 4 times before taking it off your list.

And if it’s a regular customer whose email is bouncing, then pick up the phone, say hello and just say that you’ve tried to send them an email but it’s bounced – check their email address hasn’t changed. It’s simple really.

#8:  Targeting and Segmentation

People are more likely to respond to and act on emails that are relevant and targeted to them. A sure fire way to drive up the responsiveness of your list is to start segmenting it using the information that you know. Put your contacts into segments that will be relevant to your marketing.

By mentioning the things in the text of the email that are personal to the reader you’ll get a much greater level of engagement and that’s good for increasing sales. So segment your list and make sure you send information that is relevant to the reader.

#9:  Include a ‘Call To Action’

One thing I see time and again missing from emails is a Call to Action. You need to make sure your emails spell out exactly what you want the recipient to do. You need to make links blindingly obvious using big bold letters and arrows and then repeat them throughout your message.

Don’t just put one link at the bottom of your message and expect everyone to scroll down and find it. And only include ONE message. ONE Call To Action. Don’t do an email including several different promotions – a confused mind will switch off and won’t take action. In each email you send choose the one thing that you want the reader to do and stick to that. Just one thing.

#10:  Actually send the email

My greatest tip to get people to open and read your emails is to actually send one. Time and again I see people trying to perfect an email or an e-newsletter and never actually getting around to sending it because it’s not ‘quite right’ or they need to work on it or it wasn’t good enough.

Remember, the poorly written, badly presented email that IS sent will always outperform the one you’ve never quite finished and never makes it to the outbox.

What I’m trying to say is don’t spend hours and hours trying to perfect your email. Good enough is good enough. Just get a nice email put together and get it sent!

Until next time, remember …

Keep sending regular email to all your customers and prospects – it really will help increase sales, I promise you.

Stephanie Thomas

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