Email marketing is a bit of an odd duck;
As other marketing channels have seen a distinct rise and fall in the face of social media and new communications technologies, email marketing still remains effective.
In fact, despite all of our new ways to communicate, people still retain the use of their email for daily use.
Receiving invoices, communicating with customers, etc.; sure, other platforms have sprung up for these communications, but none are as ubiquitous as email.
That said, email marketing has aged, and therefore it has changed. Getting your emails opened, then read, then obeyed, is no easy task.
It was hard in the beginning, and it’s super hard now that everyone and their mother is used to receiving promotional emails.
Let’s take a look at how your emails can be the exception to the rule in a “no open” world.
Many marketers have gotten a lot smarter about this now, but it wasn’t always the case, and there are still many who fall flat on their face when balancing their value.
Think about the reasons you follow the accounts you do on twitter. Think about which emails you open when they slide into your inbox.
They’re the ones that are important to you, not the ones that sell and annoy you the most.
Your customers are just like you, so make sure you’re building trust and value through emails that really offer something, before you every ask for any action(s) in return.
This is the most controversial piece of advice here. Most people these days are used to the types of subject line formulas that have traditionally performed well, and haven’t realized that their effectiveness is dying down.
Consider simply summarizing your subject lines in a way that makes them sound like they’re from a genuine person.
Companies now more than ever perform better when viewed as individuals or collectives of individuals rather than businesses.
How many of you have received emails from some marketer whose email list you opted which are pages long?
How many of you read them to the end?
How many of you send these types of emails yourself?
If you want an email to be a sales letter, keep it short, visual, and enticing, then use a CTA to get people to click out of an email and onto one of your pages where you have more control.
People are turned off when they expect a helpful message and are greeted with a 9 paragraph sales letter in email form.
One really can’t stress enough how valuable it is to hear back from your customers directly about how you’re doing and how they interact with your brand or your product.
The assumptions you make may not be helping you at all, so it’s important that you reach out and invite feedback; you may just find that a slight tweak to your sales funnel could address something that is currently a huge conversion killer for your customers.
This could take the form of either a personal email message or a survey.
There you go, my 4 tips to emails opened and convert?
What do you think? Do you agree? Please comment and let me know if you feel you can add more tips to this post.
Here’s to email opens……. cheers!
A Google search for “ways to re-engage dead email subscribers” turns up more than 1.53 million results.
So there is a lot of information out there about just how you should approach regaining the trust and interest of your formerly “live” list members.
You understand that it is more efficient and profitable to keep current subscribers active and happy than it is to chase down new prospects. But exactly how do you go about winning back their attention?
There are several proven ways to rekindle the spark that originally caused a burning desire in your prospect’s mind to interact with you, and got them to join your email list in the first place. Let’s take a look at some proven ways to reengage inactive subscribers.
1) Send a “Baby come back!” love letter
The Temptations said it best, “I know you want to leave me, but I refuse to let you go.” That famous music lyric from the ’60s comes from a song titled “Ain’t Too Proud To Beg”. And sometimes a straightforward and honest request is all it takes to get formerly active email subscribers alive and participating. Make sure to accompany this love letter with a request for the types of information your prospect is looking for, then deliver it.
2) Stop selling all the time
I know, I get it. You are an Internet marketer. Your list understands this as well. But when you are simply touting some new product or service in … every … single … email … the appearance of your name in your prospect’s inbox almost guarantees lack of engagement. Offer value in 2 out of every 3, or 3 out of 4 emails. Just make sure you are giving away incredibly useful and actionable information relevant to your market. After 2 or 3 really great pieces of content where you attempt to sell nothing at all, your “dead” list subscribers will start to become active again, and look forward to your offer.
3) Survey, survey then survey some more
Everyone appreciates when you ask their opinion. So why not do exactly that? With a catchy email subject line like “I respect your opinion, so …” you instantly grab your list’s attention. Then offer them a free survey that will only take a couple of minutes of time. A lot of email list owners use surveys, but they use them ineffectively. After your reader has taken time out of their busy schedule to complete your survey, reward them with a valuable free download, tele-seminar, webinar or video.
4) Do not forget to include a call to action in every email
Remember earlier when we said you should never be selling in every email to your list? That is definitely true, but that does not mean you shouldn’t include a call to action. After revealing some powerful free information that is targeted specifically to your list, tell your subscriber just what to do. “For more information on this topic and a powerfully relevant secret I discovered, click here.” That is a great way to build engagement, and create traffic back to your website or blog.
5) Provide a once-a-week option
As an Internet marketer, regardless of your niche or field, you should be emailing several times each week. And if you follow the above tips and give away awesome free information most of the time and add a call to action in every email, your list will stay engaged for the most part. Even so, you only need to look at your own inbox to realize how many incoming messages the typical Netizen receives in a day.
So why not include a noticeable link in your email signature that provides the option of receiving just one weekly email? This is a great way to turn someone from an unsubscriber to an engaged prospect. And here is a secret tip to make them feel privileged when they choose this weekly option. Simply tell them that if they feel they are receiving too many weekly emails, they can sign up to your “VIP Preferred Member Email List” and receive just one weekly mailing that includes a collection of special offers and information.
6) Ask your customers to help you help them
Approximately 40% to 60% of all email lists are built on bad information. You might be surprised at the amount of engagement you can create when you simply ask your customers and prospects to update their email information. This gives them a chance to sign up for social media updates or mobile notifications, change to a preferred email address and make other tweaks that help you reach and engage them better.
7) Stop writing and start speaking
Engagement happens when people speak to one another. And if you are following every rule of grammar when you write emails, you are not communicating like normal people speak. Use incomplete sentences. Use some speech to text software like Dragon Naturally Speaking when you compose your emails. And pretend you are talking to one individual instead of your entire list. When you have compiled an email, read it out loud to yourself. Make sure you are not using big words and market specific language, and just talk like you would to your friends. Engagement will go up, while unsubscribers and inactivity will go down.
Did you know that only about 20% of all first-time visitors to a website will become a conversion on that visit? That means 80% of your site’s visitors are leaving without converting, even if they want to. With shopping cart abandonment making major waves in the eCommerce industry because of how recoverable these consumers are (studies show that about 68% of all abandoned shopping carts can be recovered), it only makes sense that the people who bounce off your site are recoverable as well, even if you don’t run an eCommerce site.
With the holiday season right around the corner, it’s a great time to take advantage of some targeting with your email marketing campaigns. Even if you’re so lazy that you simply write “Happy Holidays!” in the signature, it would behoove you to make some effort to bring your customers into the “spending” mind frame that the holiday season always denotes.
Five Ho-Ho-Holiday Email Tips that Will Sleigh Them!
With that said, here are some simple and not-so simple adjustments, additions and marketing strategies you can add to your email marketing campaigns this holiday season to capture a little bit of that holiday magic…right in your wallet.
We’ve written a few tips for email marketing content before, but today we’d like to stay away from the standard content and go for something that might make you stand out a bit from the other marketing spam…er…emails people get. Yes, you should still follow everything else we said about creating urgency with your subject line, creating a concise email that sticks to a limited topic and providing social widgets in the signature to open up more avenues for connection.
But what we didn’t mention is that there are any number of other things that you can be doing to set your emails apart from your competitor’s. By building a unique identity through your emails, you’ll create more opportunities for engagement. This opens up your click-thru rate while boosting your consumer confidence, two things that we shouldn’t have to say, but we will, leads directly to more sales.
Three Great Ways to Add Identity to Your Email Marketing Campaigns