Emails inundate inboxes. Getting to inbox zero is a lofty goal that few business owners achieve weekly. By 2023, online traffic will include more than 347 billion emails daily, which means that getting people to open your email is harder than ever before.
Consumers scan subject lines or glance at the preview of your email. The majority end up in the trash. Increase your open rate by following these best email marketing practices.
Your subscribers have 1000’s of emails in their inbox every day.
What makes you click unsubscribe? Or delete an email? Perhaps the message appears spammy. But, the chances are that you’re bombarded with emails that aren’t relevant to what you’re doing at the moment. With massive competition, it’s tough to make your email stand out from the crowd.
If your customers don’t read it, then it’s deleted.
Although email continues to have one of the highest digital marketing ROIs, the majority end up deleted by subscribers. If your open rate is lower than the average of 24.88%, then it’s a marketing fail. You need to ask yourself if you’re targeting the right customers at the best time.
You have to get past the subject line test
We scan titles, subjects lines, and headlines within the content. If it’s not relevant, then we delete. You should spend as much time on your email subject lines as you do on your email copy.
If they open your email, you have one second to convince them to read.
One second to grab their attention — that’s all. If your email doesn’t immediately impact the reader, then it’ll be deleted. No one has the time to read about anything that isn’t all about them and their business.
Make your email subscribers care.
Develop an emotional connection with your readers while agitating a pain point that makes them tick. Provide audience-specific data and concise copy that directs them to actionable solutions.
Give readers something useful or of value.
If you don’t know your ideal client inside and out, then you won’t be able to break through to them. What are you providing in this email that will impact their business today? Are you offering an insider industry tip? Will you give a downloadable template that’ll save them time right now?
Do not spam email accounts.
Even if your business isn’t global, following the GDP guidelines ensures that you won’t inadvertently cross a new US law. You want to earn trust with your emails. Spamming people with useless information and sales ploys won’t work on today’s savvy consumer.
Be courteous. Be human.
Although people expect near-instant communication, most don’t think about the logistics. While inbound marketing automation is critical to any small business, it’s vital to show your leads that there’s a human behind the screen. Personalize every message then share a quip about your business life or a photo of your day-to-day events.
Follow up with them on their time, not yours.
While it’s essential to add a sense of urgency to some emails, if every email sounds like the world is ending, then it feels like spam. Instead, encourage readers to reach out on various mediums when their schedule allows.
Email marketing isn’t dead. Like anything in today’s digital world, it’s tough to cut through the nonsense and get seen. However, it’s possible. More than that, the numbers continue to prove that strategic email marketing is worth every penny.