We now know that in spite of some marketing ‘experts’ declaring the death of email marketing, it is actually thriving and healthy. Email marketing is one of the best fits for how consumers want to be marketed to in 2018 because it isn’t as invasive as commercials on TV, YouTube or gaming that interrupt and annoy the consumer while they’re interested in doing something else. Emails quietly sit in a consumer’s inbox waiting for the consumer to take action by opening them.
It is true, however, that many marketing emails get deleted without ever being opened. So today we are going to focus on 3 power tips for getting more of your emails opened. This is an important topic, so let’s dive right into it.
Subject lines that get attention
Your subject line has to combat the lethargy that often accompanies checking an email inbox without going overboard and coming off as cheesy. It should quickly let the reader know what you have to offer in a way that captures their interest.
‘Sales’ or ‘Appointment Opening’ subject lines are a given. If you’re a stylist and have an unexpected opening in your schedule tomorrow, sending out a quick email with this subject line: “Appointment available TOMORROW! Grab it before it’s gone!” will likely result in clients scrambling for their turn in your chair. As long as less than 20% of your emails have subject lines including sales or appointment availabilities, your list will LOVE the occasional offer coming their way.
NEVER, NEVER, NEVER use a misleading or ‘click-bait’ headline. This is literally lying to the group of people you’re asking to give you money for your services. Why would you ever want to jeopardize their trust in you just to get an email opened? Have fun with your subject lines, but never mislead.
If you’re finding yourself stuck, or want to make sure the subject lines you’re using are as effective as possible, here are some free resources for you:
- SubjectLine – They’re super easy to use, and provide clear, concise feedback about your subject line
- Headline Analyzer by CoSchedule – will give your subject line a score based on a wide range of analytics.
- If you use MailChimp, they have their own subject line researcher within their platform that has proved to be very helpful – and with their free account, you have nothing to lose trying this one out.
Relevant, interesting content
This is my next important tip because the truth is, if you don’t have something great to say, you may as well not bother saying it. Every single email should achieve one or more of the following:
- Entertain – Because using entertainment to keep attention on you is a great strategy,
- Inform – Email is a great way to give updates about a product or service you offer, or other helpful information your readers would be interested in.
- Encourage the reader to do something – like visiting your website or storefront, scheduling an appointment with you, or making a purchase.
Use the 80/20 rule. This means every email should have 80% fun, entertaining content and only about 20% business or industry related content. The exception to this is those quick, informative emails you send about an opening in your schedule or something you have on sale – but you should send them less than 20% of the time. 😉 As they get to know you, your readers will see an email from you in their inbox and know they’re not about to be endlessly pitched to and will be more likely to read your message. Also, any time you can use a story to get your message across you’re going to be more successful.
Use emotional triggers & CTAs
Mentioning a client publicly either by name, or even better, in an image, produces a strong emotional response for them and creates increased connection. Before/after images of a hair style, manicure, landscaping or painting project are some examples. You can add a post script to every email you send with something like this. Testimonials or reviews are another powerful emotional trigger, especially if the testimonial is written by a person the reader knows.
Encourage engagement in your emails by asking a question, or even hosting a trivia contest in your regular eNewsletters or eZines. You can use a link to leave a Facebook comment with their response to encourage interaction on an additional platform.
Another postscript in every email could include a link to your calendar for appointment scheduling.
BONUS TIP: Give them what they want!
One email I open every sing time I get it contains sets of free images that I can use however I want. I love that company! Because they use other engagement opportunities in those emails, I’ve purchased items from them as well…
You can provide things like:
- Downloadable tips – color pallets etc
- Downloadable landscaping plans