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How To Get Subscribers Excited to Open Your Emails

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Email is 40 times more effective than social media in terms of customer acquisition. For this reason, it is a marketing tool that must not be kept on the back burner.

When done right, email can be a powerful marketing tool with an extremely high ROI. In order to achieve, and even exceed, your marketing goals, you need to develop rapport with your subscribers.
If you are able to establish rapport with your email list, they will actually be excited to receive your emails, as opposed to being slightly interested and maybe opening the email.
In general, the average email open rate is 15-25%. What if you could do much better? Much better, as in 50%-60% or higher.
Read below and we will show you how to achieve these seemingly unachievable goals.

Post Signup Stage

You have a new subscriber. They do not know you and you do not know them. All you know is that they want something from you. This is why they signed up for your emails. This could simply be information to help them succeed; such as a special offer, white paper, or a How-To guide.

With today’s technology, it is imperative to deliver this information to your new subscriber immediately upon signup. Most email marketing platforms offer an auto-responder or nurturing campaigns that allow you to send your content automatically.

This is a very important part of the process and it is very simple. If there is one thing that most people have in common, it is this: A short memory.

If you sign up for an offering, and you receive it right away, you know what it is for and you know who sent it.

When people receive an offering hours or days after they signup, they tend to forget that they signed up. This can lead to confusion, annoyance and even anger.

Keep your promise. Deliver immediately.

This leads to me to our next important topic: Expectations.

Set a high expectation with your subscribers for your future emails.

The open rate of the first email is 2 to 3 times higher than the average open rate. What you say in this initial email can make or break you. It can convince people to continue opening your emails, or scare them off altogether.

If you are offering some sort of course, continued training, tip sheets, weekly How-To guides, etc., read this autoresponder example below:

Welcome to your first lesson on How to Analyze Your Customer Data.

Before we get started, I want you to know that you are free to hit reply on any of the emails I send you. I am happy to help.

I would like to introduce myself. I am John Smith and I teach companies how to enhance their customer service through data analysis. I write weekly articles for my newsletter and I offer an advanced training course through my website.

[Insert website link or a Call to Action button (CTA)]

Now, onto the first lesson…..
————
No matter what the purpose of your emails, it is important to introduce yourself, your product and set expectations by letting your subscriber know how often they should expect your emails.

With this format, you will deliver what is promised immediately, gaining rapport with your new subscriber.

Think about adding a “PS” at the end of your email.

Until next time,

John Smith

PS. If you like what you read, please share it.

You can also include a reminder at the end as to why they received your email.

(You are receiving this email because you subscribed to my Data Analysis training course. If you don’t want me to email you, please unsubscribe below)

This is a great way to avoid complaints, angry emails and being marked as spam.

Now it is time to look at how to create emails people will want to open and read.

1: Catchy subject line

The subject line can be the difference maker. From a subscriber anxious to open your email to deleting or marking it as spam.

Shorter is better

Shorter subject lines don’t get cut off, they create more curiosity and they are clear.

Run split tests

One great way to generate the most opens is to run split tests prior to sending to your entire list. You can send out the same email with different subject lines to smaller portions of your lists. Run a report on each of these campaigns. Whichever subject line has the highest open rate should be used for your entire sending.

Numbers

There is power in numbers. They get to the point, they shorten the subject line, and are enticing.

Example subject line with numbers:

From this

[Company Name]: Updated Ordering Options

To this

[Company Name]: Now only 2-item minimum order

Curiosity

Curiosity may have killed the cat, but it is a very powerful marketing tool. I can’t tell you how many times I have clicked on something online because I wanted to know what was behind the door. Typically, the door being the subject line of an email. So, how do you generate curiosity?

You must be specific about the topic and vague about how you get to the topic.

This simple idea led to 100,000 new visitors

2: Create Value

People are going to open your first email because there is something in it for them.

As stated earlier, they do not know you and you do not know them.

Avoid selling early on. Provide knowledge, service, or a tool without pitching them.

Think about the way a relationship is built with someone you are dating. Most people would advise you to take it slow. You typically wouldn’t ask for a hand in marriage after the first date.

The same goes for your email subscribers. You don’t want to bombard them with sales pitches before they trust you and get to know you. This takes time, but in the long run you will maintain your subscriber base and generate even more subscribers through them.

3. Personalize it

Share a story from your experiences. This creates a level of human emotion in your email. People like to know they are reading something from a real human, with interests and a personality. Not some stiff working in a corporate office. You can even add humor into the equation, as long as it is tasteful.

Be limited with your story telling. Talk about a moment or an event. Not everything about your life. Nobody likes to meet a person and listen to them put their entire life on display. It’s awkward and unbecoming.

4. Cliffhangers

This concept ties into the previous topic of curiosity.

There is no reason why you can’t leave a reader wanting more. In fact, this is a great way to keep people interested and coming back.

Towards the end of your email, create some buzz about an unbelievable result, achievement, exciting new way to prospect, etc.

Then, let the reader know that you will explain how you got to this result in your next email.

5. Keep them engaged

Rather than just spilling out information, ask them a question. Give them the opportunity to feel like they are a part of something. It could be a question with a link to a group discussion on your forum, a response option directly through email, or even a non-response question to get them thinking.

It is important to stay on topic. Ask a question that pertains to the subject matter. Don’t try and lure people into answering questions off subject just to meet your own marketing needs.

Don’t ask questions with obvious answers.

If the question you are asking is a tough one, maybe let them know that you got it wrong the first time. This will help them feel more comfortable with answering your question and being wrong. They won’t feel intimidated.

6. Short and simple

Although this isn’t the case all the time, generally it is the rule of thumb.

Nobody wants to read a newsletter that talks about the same thing in 10 different ways.

If a subscriber reads an extremely lengthy newsletter, only to gain little knowledge, they may never read your newsletter again.

In other words, if your newsletter is lengthy, it better provide value in the length.

Weekly emails should be shorter than monthly emails.

Keep it simple.

7. Functionality and visibility

Less images. More text. Approximately 60-40% to 70-30% text/image ratio is recommended.

Almost half of emails are viewed on mobile devices. The more images, the higher the load time, the less likely a subscriber will stick around to read your email. Too many images, especially when viewed on a mobile device, can be distracting make it difficult for people to actually read your emails and click on your links.

Make links clear and distinguished.

You want people to click a link on your newsletter, in order to take them to your website. That being said, a best practice would be to separate your links on a different line, use bigger and bold font, and create multiple links to the same page throughout your newsletter.

8. Consistency

Remember when we talked about setting expectations. Now it is time to talk about delivering.

If you told your subscribers up front that they would be receiving a weekly email from you, then send them an email each week. This will keep you in line with your promise, as well as keep them engaged.

Don’t send multiple emails per week if you have told them they would receive one per week. This portrays a level of dishonesty and it is overkill. You don’t want your subscribers to feel attacked. Stick to the plan.

When you provide a link in your newsletter, make sure it takes people to where it says it will. Don’t link them to some other marketing page or sales page.

Conclusion

Email marketing is the most cost effective way to reach a mass audience.

It’s what you do with that audience once you have them that makes all the difference.

If you stick to these principles and guidelines, you will gain more subscribers and drive revenue to places you have never been.

These honest and best practices will lead to long term growth and trust. After all, isn’t that the goal?

Guest Blog Post: One Size Fits All? Not When It Comes to Marketing

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By Duke Merhavy, MBA, PhD
President & Chief Research Officer of Insight Marketing Research

We all know that when a garment is advertised as ‘One Size Fits All’, it never does. This is even more true when it comes to marketing. One marketing approach will never “fit all”. Luckily, there are great marketing tools available to help us tailor our marketing message to fit our prospects.

As a marketer you should never assume that one activity, or one message, directed at all potential buyers of your product is enough. Your marketing efforts should vary, depending on the intended recipient. Now, this does not necessarily mean (though it could) that every individual prospect (or organization) should be receiving a completely different message. It means that different groups within the target market should be receiving different messages more applicable to them. These “groups” are called “segments” in marketing. However, there is some confusion as to what market segments really are – Let’s clarify that:

Continue Reading >>

A Clean and Fresh Email Marketing List

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Why maintaining a healthy email list is so important!why you need a clean email marketing list

Take a minute to think about your most valuable possessions. A lot of hard work probably went in to obtaining them, and they have a lot of significance to you. Don’t you want those possessions to be in good working order?

Clean, not broken, not unusable.

I urge you to think of your email marketing lists as a very valuable possession. And just like anything else, they can become old, used and less effective if they are not well maintained. Nobody wants a dirty, scuffed-up email list. Just like a rusty pair of pliers won’t work very well, a neglected email list won’t produce worthy results, either.

But, good news! Maintaining a clean email marketing list doesn’t have to be time-consuming, as long as you are consistent in your efforts.

Here are 5 Reasons why you want to keep your email marketing list fresh and clean:

Continue Reading >>

Email Marketing Vs Traditional Marketing

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In the day and age of email marketing, what we know for a fact is that email marketing is a budget’s bosom buddy! With email marketing again on the rise and the majority of business taking advantage of it, email marketing has quickly taken budget from more traditional marketing initiatives. Not to say that traditional marketing doesn’t have a place in our hearts and isn’t just as important or cost effective as it once was. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone. The cost of these main strategies is much higher than email marketing. Continue Reading >>

Surveys and Email Marketing

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Surveys are a great way to get feedback to better your company and future email marketing campaigns.

We all know that email marketing is a budget’s best buddy, but what are the top reasons to begin using surveys in your email marketing campaigns?

In 2014, FluidSurveys conducted a test on the response rate of surveys done with email marketing. What they found was the average response rate for email surveys equaled 24.8%. Now, this is great compared to telephone surveys, which only averages a 8-12% response rate.Continue Reading >>

Can Social Networks Bring You More Business?

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Social-Media-GraphicAccording to eMarketer.com, Facebook and other social media sites ranked as the second most effective marketing method among US small and medium-sized businesses surveyed in January 2015 by Thrive Analytics, but that doesn’t mean more are using it. More than 4 out of 10 US small businesses surveyed in February and March 2015 said they didn’t use social media for business.

This is unfortunate! If your business isn’t leveraging Facebook, Twitter and other social media sites you may be losing out to the competition. Social Media sites bring together a community of online users who are looking to connect.

Think about how much time you spend on social networks; Facebook, Twitter, Instagram, Pinterest, etc. Pinning, Liking, Sharing, Tagging your friends and quotes you love. Don’t you think that time would be well spent on marketing your business the same way? Shouldn’t others be sharing and liking your business and promotions? Shouldn’t you be gaining more email addresses from Facebook and turning them into life-long customers?

If you answered, “heck ya” to any of those questions, then read on!Continue Reading >>

What You Need to Know About Google’s Mobile Update

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is my site mobile friendly?Recently, Google made a good news, bad news announcement about an update to their search algorithm due to begin rolling out on April 21st. I wanted to take the time to address some of the rumors and misinformation that I’ve heard swirling around. But first, let’s look at the most important piece of the Google announcement.

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.

Emphasis mine.

Let’s get the bad news out of the way first. The bad news is that if your site is not responsive, or not mobile-friendly in most cases you will see a noticeable decline in mobile search traffic as your site slips down the rankings. No, your site won’t be “deleted” or “hidden” on mobile. But yes, when all things are equal, you will rank lower than a mobile-friendly site.

The good news is that if your site is already mobile friendly – hurray! Pat yourself on the back and continue working on whatever you were working on before coming to read this blog. Unsure if your site is mobile-friendly? Continue reading and we’ll look at how to determine if your site is prepared for April 21st.Continue Reading >>

4 Email Marketing Trends To Watch

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As is the case with all internet marketing, the landscape of email marketing is constantly evolving. The way brands and consumers communicate changes daily. With new tools and technologies arriving at a never before seen pace, it’s important for any marketer to keep an eye on what’s coming and stay ahead of the curve when it comes to adopting new technology.

Although email is still fundamentally going to be email, the way we manage this marketing channel will see some changes over the coming months and years. That said, let’s take a look at the 4 latest email marketing trends to watch for.Continue Reading >>

Why Mobile Usability Just Became More Important Than Ever

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It’s no secret that mobile usability should be at the forefront of all current and future marketing strategies. With 60% of consumers exclusively using mobile to make purchasing decisions, you can see why many businesses are adopting a “mobile first” philosophy when it comes to their website.

If there was any question still remaining about how important a mobile friendly site is to the long term success of your internet marketing, Google has delivered a message that should clear things up.Continue Reading >>

5 Step Guide to Re-Engaging Your Email List

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Inactive subscribers. A term that an email marketer knows all too well. These are the people who have displayed a decline in engagement by not opening or clicking on your emails. So what could be the reason for these subscribers to go quiet? Well, there are many reasons (which is a whole blog topic in itself), but the most common one is a lack of interest in the content of your emails. But regardless of the reason, you should always have a re-engagement tactic in place, so that you can put yourself back in good standing with your subscribers.

In this blog I will outline a 5-step guide for re-engaging inactive subscribers.Continue Reading >>