Email marketing campaigns begin with getting names and emails, but that’s not the end of it. The next challenge is to get those people on your list opening your emails, reading them, and taking action on your messages. Otherwise you’re just wasting your time. If you are not getting their eyes to your email messages, here are five reasons why.
One potential problem could be the From line. Send a message to yourself and see what the From line looks like. If it doesn’t clearly state who you are the receiver is most likely not going to open the message. In fact your email is probably going to get relegated to the spam folder. You’re From line should be the name of your company, not an email address. Your name needs to be instantly recognizable as your business.
Usually, it’s the subject line that gets people to open or ignore your message. The subject line needs to capture the readers attention, and it needs to do it quickly. They are very likely to get a few short seconds of their time of most. The subject line should be compelling enough to make them want to open email in a short period of time.
Your messages should also deliver on what the subject line promises. If you make a statement in the subject line that you have some secrets to share, your email and better deliver some secrets. If it doesn’t fulfill what your subject line states, customers will tune out on your messages.
If people don’t open your emails, you might need to consider upgrading your content. If you offer unique, useful, valuable content that actually helps customers out, they will be eagerly awaiting each email. But, if each email as a sales pitch or is simply boring, it will stop opening after the first few. Look at this from the customers perspective-what would you like to gain from these messages? I can also help to mix up your email messages. Don’t just offer promotions, but give helpful tips, multimedia content, or other things that people will find useful.
The frequency of your emails also makes a difference in how often people open your emails. It’s hard to strike that perfect balance. If you send too many emails people get tired of them and unsubscribe. If you don’t send enough emails, you’ll forget to sign up for your list. As a general guideline, many people recommend sending two or three messages per week at a maximum. Of course, this depends on the nature of your email list and subscribers. You also should consider the time of day. Certain times have higher open rates.
It’s difficult to figure out exactly where your email messages are failing, and this is my testing can be so helpful. If you experience experiment with different subject lines, frequencies of sending, the content you send and other factors, you can begin to discover what works for you. Testing your emails give you a realistic idea of what your readers like and what they don’t like.