Your next email marketing campaign is only as good as the number of people who actually open and read your emails. But there are plenty of things that can turn people off from doing so, including:
- An unappealing subject line
- Too much copy
- No images
- Lack of interesting offer
With a little strategy, you can boost your open rate (the percent of subscribers who open your email) and increase sales from your next campaign.
Step 1: Create a Killer Subject Line
Your subject line has to stand out from the dozens of others that sit in your contact list’s inbox. It needs to be engaging, enticing, and actionable. There are plenty of styles of subject lines to choose from. Test out a few and see which types get the best feedback from your audience.
Step 2: Keep the Copy Simple
Emails aren’t meant to be long, scrolling things. They should be short and to-the-point. A newsletter can have several components (letter from you, articles, tips, offer), but even those should be limited to 100-200 words. If they’re longer, host the article on your website and link to the rest. That gets people to click!
Step 3: Include Attractive Images
If you’ve got a few choice stock images in your email, it’ll be more appealing to subscribers. If you’re selling a product, you absolutely should have a picture of it right there, taunting your contacts to buy it. You can subscribe to stock photo services like PhotoSpin for around $600 a year.
Step 4: Give Them an Offer They Can’t Refuse
Just like the Godfather said. You want your subscribers to take action, but you also have to lead the way. Stick to one offer per email so as not to confuse your subscribers. Make it painfully clear what you want them to do: buy, click, download, whatever.
Make your call to action obvious. Make it bold or put it on a big red button.
Step 5: Review Each Email
Send yourself your email before it goes out to your customers. Read through it carefully to make sure there are no errors and that your links work. Pretend you’re a customer and look at the email objectively. Would you click a link from it? Read it? Share it? Buy from it? If the answer is no, go back and modify.
Learn “How Email Can Help You Connect With Customers” in our free webinar on September 23, 2014, at 10 am Pacific/1 pm Eastern.