Getting your subscribers to open your emails should really not be any different to getting your readers to click on your article title to open your article to read it. The importance of both is very tangible because if your articles or emails do not get opened initially then you really need to be looking at your titles. Are they attractive enough or do they convey a benefit to your reader or subscriber?
Let’s now look at some major areas to help get your emails opened by your subscribers so they can take action.
Write content that stands alone: When your email is opened, the content must immediately deliver the message. Your graphics may not display when your prospect or customer opens the email. If the content and graphics display immediately that’s great. Your design features and great graphics can really support what you’re saying. Just don’t count on it. Three paragraphs of content with bullet points to highlight the emotional impact…what the purchase of, use of, or change to…will do for the recipient.
Avoid using overemphasized subject lines: We have all received spammy messages at one time or the other and have become a little better at spotting them from the email subject lines. If your headline looks hyped up or spammy in any way then your subscriber is more likely to consign your email to their spam box than click on it to read it. A couple of these sort of subject lines to your list could result in them unsubscribing or they just ignore your emails. You really don’t want that to happen to you. Make your email subject headline appropriate to your subscriber list. If they joined your list to learn how to ski then it makes sense to include the relevant keywords they expect to receive in messages you send to them. Always answer the question ‘what’s in it for me’ and this will get you more opens.
Test your emails before you send them out: Most email marketing services have a facility on their autoresponder that allows you to check your email before you send it to your subscribers. It is very good practice for you to send your emails to yourself so that you can see what your email would look like to your subscriber. You can now ask yourself, would my subscriber want to click on the subject line to read my email?
Have a clear call to action: “If you want to see results within six weeks, order this now.” It is also true that not every message needs a call to action. Sharing information without a call to action builds a relationship with your customers. The email messages that do ask the recipient to take action, however, should have clear, actionable links and convincingly demonstrate the benefits they will get by taking action.
Plan a solo mailing campaign: If you have got something that you really want your readers to read, then plan a series of solo emailing’s to draw their attention to it. This is specially great for new product and services. But don’t go overboard with your solo mailing campaign otherwise your subscribers will likely assume all you do is sell, and will very quickly unsubscribe.
So, next time, when you are planning to send emails to your subscribers, please keep these points in your mind.