Email marketing just isn't like it used to be. In the not-too-distant past, it was fairly easy to compose an email marketing campaign, send it out to a list of prospects, and receive a reasonable response rate. Today, however, this is not the case. Customer have become jaded to email marketing. Customers know solicitation when they see it, and they are very quick to delete it. In fact, many people even use email-blocking or spam-blocking services so that they won't even see the email in the first place. While this might save them time, it makes your email marketing more difficult. Effective email marketing now requires more thought out, rehearsed, strategized campaigns. Customers are bombarded with emails constantly; if you want to be noticed amongst all of the noise then it is necessary to differentiate yourself in some unique or appealing fashion. The good news is that there are a few tricks that are easy to employ in order to make your email campaigns achieve their desired effect, and optimize your email open rates and click through rates. Here are a few techniques.
When people are online and see something that appeals to them, they will sometimes opt in for an email list. When they unsubscribe from the list it is because they are getting too many emails or irrelevant emails that they don't find helpful. When a customer chooses to unsubscribe from your list, make sure that you give them an option to subscribe for less frequent or different emails. This will potentially retain that person as a contact. Overtime, this will help you retain more viewers and help to make sure that those viewers are receiving information they want to see.
Marketers have a bad habit of focusing on quantity. When it comes to email marketing, quality is the key. Customers are more effectively gained organically than by purchasing a list or otherwise forcing them to join your list. Make sure that your website or landing page contains a clearly readable subscribe form so that people can opt in to join your email list. Also make sure to include a subscribe form on your social networks. Even on your checkout page, when your customer is about to buy a product from you, make sure to have a spot where they can register to join your list.
People are more likely to read an email that is relevant to them. Segmenting email lists based on interests or backgrounds is crucial for delivering relevant content. This process can start as soon as they sign up for your list; separate them into purchase activity, location, or interest. This way you can easily cater your emails towards the specific group of people who will be receiving it.
Before sending out an email, think to yourself: "would I open this email if someone sent it to me?" Especially if you are trying to get someone to make a purchase, you need to be creative in how you describe your email in the subject line. You want to spark their interest without overplaying it. When you oversell an email it comes across as spammy or as deliberate solicitation. Things like "buy now" or "click here" will turn customers away rather than attract them. Keep your subject lines modest, humble, but intriguing enough for a customer to want to read it.
If you can create a personal touch with your email then your recipient will feel that you have a connection and will be more likely to open it. Using the recipient's name in the email is a good way to add a personal touch. For example, whatever your email subject line is going to be, you can put the recipient's name in front of it. Thus, rather than "New Product Available," your email subject reads: "Ryan--New Product Available." Seeing this email, Ryan's gut reaction is that it is in some way specific to him.
Once you have figured out appropriate, effective content, the next step is timing. There are certain times during the week and during the days when people are more likely to check email. For example, Tuesdays and Thursdays just before noon there is typically a spike in email responsiveness. People are also more likely to open email during the day than at night.