Is Your Email Dying? 5 Things You Should Do If You Don’t Want to Kill Your List

By: Nick Loise on: March 5th, 2015 5 Comments

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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Nick Loise, President, comes to Magnetic Marketing|No B.S. Inner Circle after being a successful entrepreneur, marketing and sales executive, info-marketer and lifelong student of Dan Kennedy and Magnetic Marketing|No B.S. Inner Circle . He originally saw Dan Kennedy in 1994 at a Success International event in Arizona, and he’s been hooked every since. He has owned and operated two separate businesses, one that is still in operation today. Nick has implemented the keys principles of Magnetic Marketing and Direct Response Marketing into all of his business and professional endeavors. He has served as a top marketing executive at companies ranging in revenue size from $1 million to $1 billion.

5 Responses

  1. Hi Dave,

    Great stuff!

    This is actually something that I have made up mind to do more of this year. I have decided to take massive action in my business and what that means to me is that I am now doubling up on everything that I do in my business.

    In other words, where in the past I was only sending out 1 email a month, I am now doing 10x that. And that goes with all the areas of communication that I have set up in my business. I am applying the 10x rule in everything I do.

  2. David Hunter says:

    Yeah, I always try to write “one-to-one.”

    You’re right about the subject line… It’s a headline and makes all the difference! When the headline is a plain ‘ole jane, my open rates are low. When I make it about some kind of marketing piece example that can boost response, my open rates skyrocket!

    I can’t wait for your email marketing training!!!

  3. Chris Lang says:

    You hit it right on the head with one to one writing. Especially as Gmail is around 50% of most lists and the Gmail promotions tab is waiting with it’s intent, personalization and context features.

    One of the best ways to end up in the promotions tab is use the word PayPal in the email body. Looking forward to the 30th Dave!

  4. Asfak Ansari says:

    “on most email lists, almost half of subscribers are inactive” – this is true. Email Marketing is a profitable way for targeting audience. It is most cost-effective media available today, generating over $40 per dollar spent, according to the Direct Marketing Association (DMA).

    All these things are useful in order to apply email marketing seriously. If you create targeted email lists starting one-to-one relationships, that can bring you new revenue channels and you can win new customers.

  5. John Georges says:

    Amazing post! It is very well put together and very revealing. thank you much for your efforts!

Leave a Comment to John Georges