Email marketing can be super profitable.
In fact, even in an age of social media, email marketing continues to deliver a high ROI. For every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019).
But you can also lose customers faster through email than any other form of media…
Because with email, the reader has all the power.
The reader decides whether or not to use the spam button to unsubscribe from your list.
The reader decides whether or not they will open your email, ignore it, or trash it.
And the reader can also decide to ignore your messages for the rest of eternity simply because you weren’t respectful of their time or they’ve labeled you as someone who continually sends them content that doesn’t interest them.
The fact is, on most email lists, almost half of subscribers are inactive.
So what can you do to change that (or ensure you aren’t causing it to happen)?
For starters, be respectful of your reader’s time and attention. Deliver value. Build your reputation for delivering information, products, and services they feel they need.
Bottom line; take your email marketing seriously.
Here are 5 things you can do to get higher opens, click-through rates, and ROI:
1.) Write one-to-one: Email was designed as a personal one-to-one communication.
If you think about your own email inbox, you’ll probably agree that the emails from family and friends are the first to get attention and opened. So don’t send broadcast emails out that look like a sales flyer that would be thumbtacked to a board at Starbucks.
Address your reader and personalize it.
2.) Segment your list: Make your emails more relevant by segmenting your list. (Tweet this!)
For instance, let’s say you are holding a webinar training on sales. The idea is you send an invite to your entire list, but then segment your list after the initial invite.
Only people who opt-in for the webinar will receive emails related to the training topic after that.
We’ll segment the list even further depending on the actions they take.
Plus, for the future, we can send emails to the opted-in group about sales because they’ve shown interest in this topic.
This can significantly improve your open rate, even triple or quadruple it, because as Dan Kennedy frequently points out, “When your message is matched to a target audience that has a high level of interest in it, not only does your responsiveness go up but your readership goes up too.”
3.) Spend time on your subject lines: Sixty-four percent of people say they open an email based on the subject line, according to American marketing research firm, Chadwick Martin Bailey.
Create a swipe file for subject lines. Also, you can improve your open rate by using urgency and special offers.
Urgency can be created with limited time offers, alerts, and news bulletins. Special offers can include sales and discounts, but might also include using words such as free, new, or video.
While bizarre subject lines or curiosity can help your open rate, beware: These can also alienate readers if your email doesn’t deliver what is promised in your subject line.
4.) Mix it up: While your business depends on your readers doing something, don’t make every message about maximizing your revenues. Balance out asking for a sale with messages that include tips, a free download, discount, or something extra for them.
This shows appreciation, builds loyalty, interest, and attention from your readers over time. And in the end, your subscribers will reward you.
5.) Send email messages regularly: Send emails consistently on a daily or weekly basis. Sending 4 messages a month versus one a month has been shown to improve open rates.
You might test using the words “Daily” or “Weekly” in the subject line as this has been shown to boost open rates. Stay away from using the word monthly as this has shown to hurt open rates and click-through rates.
Make 2015 the year you invest in making your email better. Engage with your active and past customers and prospects through consistent, relevant email messages. Give them more than they expect from you. When you do, you’ll be rewarded with higher open and click-through rates and a better ROI.
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