Since the early 90s, email has been a powerful way for brands and businesses alike to get their point across, get their message directly into the inbox of potential customers. You want your message to get to the inbox which is a challenge in itself. Once it’s there, you need to make sure your email is opened. Now, since the 90s until now, there’s been a huge shift in how people use email because of spam. You want to make sure your message isn’t perceived as spam and you want to make sure it stands out in the inbox against all the other thousands of messages people have. I’m going to show you exactly how to get your open rates ticking for your business coming up after this.
Hey everyone, Darren Taylor here of thebigmarketer.co.uk giving you tips, insight and opinion on all things marketing. If that’s not your street, you should consider subscribing. I’m looking at email marketing today and I’m going to show you three ways you can make sure your email is opened in the inbox, which is usually very crowded these days, and make sure your brand gets the click to open and people see your marketing message. Let’s get started.
First things first, what is the first thing that you see when you open an email and you want to check who it’s from? You look at the sender name of course. This is the first most important thing when sending an email to make sure it gets open. Now, why is the sender name important? Well, because if you send an email on behalf of a business, people are so blinkered by businesses sending them emails, they tend to try and tune it out. The name of the person or the entity sending the email becomes important because, on behalf of a business, what a lot of businesses are starting to do now is to shift away from sending emails from their business name. If your business is John’s Carpentry, you don’t want to send an email from John’s Carpentry. It will be John and then a surname. People want to receive emails from actual people.
When you’re building your email campaigns and you’re sending emails, whether it’s even to an individual, one-to-one, or a broad-scale in terms of an email marketing campaign, people prefer to see real names as opposed to brands. Think about it, go into your inbox now and take a look at all the messages in your spam folder. I can guarantee you, most of them come from a business name. Now even if you don’t go straight into the spam folder as a result of using your business name, if you go into the main inbox of somebody and they see a company name as opposed to a real name, they will start to put the filters up in the blockers up and think, “This is a marketing message as opposed to somebody getting in touch with me directly person-to-person and one-to-one.” People don’t like messages from business entities because, 9 times out of 10, it’s useless spam.
Now onto number two. Now this is the subject line. Now I think the subject line can be classed is more important than the sender name because, even though the sender name is the first thing people look at, the subject line is what tempts people to open your message. What makes a good subject line? Now a subject line needs to be succinct, it needs to be short. With that in mind, how you get across the messages, the call to action and everything you need within there to make sure the person’s tempted to open your message. Well, it’s tough. You’ve got to make sure the message is relevant to the person, so the first thing in the subject line to do is to build that relevancy. Make sure the audience you’re targeting against the marketing message you’re conveying is a perfect match. You’ve got to show that relevancy early on in your subject line, so the person can actually see the message and think, “Oh, this might be for me.”
Say for example, I’m really, really into my cars and automotive. I get an email into my inbox that’s a perfect match for me because there’s a company promoting modifications to cars. Now, they have to convey their message to me early in the subject line, it could be something along the lines of, “Check out these new mods for your car,” or, “Petrol head? Ask me the question. Am I a petrol head, am I really into my cars?” Getting that message early on in the subject line is absolutely crucial to getting good open rates.
What’s next? Well, once you’ve found your relevancy, what is next is the actual subject matter. You’ve got the relevancy match, you need to tell people why you should open their message. It could be an offer, it could be a deal, it could be a new product coming out, a new product line. You have to get people the hook as in, “What? Isn’t it for me to open this email message?” From that point on, looking at the relevancy and the hook, those two things combined will make people want to open your email.
Staying true to marketing 101, you’ve built the relevancy, you’ve got the hook, so naturally what’s next is the call to action. What do you want the person to do when they open your email? Setting this expectation in the subject line is really key to getting good open rates, because people don’t want to read a message they don’t know what it’s for or what they want you to do. Defining that in the subject line becomes really, really crucial. Examples of call to actions, “Download the report. See the products. Buy now. Claim your discount,” all of these different things are meant to be call to actions in the subject line and it could all build great open rates to your email messages.
Now, one thing to consider here, email spam filters are typically really, really aggressive these days because of the sheer amount of spam there is out there. Using things like, “Absolutely free,” or, “free,” or things like that, these kind of things can be picked up by spam filters sometimes, so try and avoid using words like this or sensationalized words or statements within your subject line because, these days, spam filters will block your emails if you do that.
Finally, what is the third thing you can do to make sure your emails get fantastic open rates? Well, that is personalization. With most email marketing campaigns or whether you’re sending an email to somebody one-on-one, you know their name, by putting their name in the subject line, it will get their attention. If I open my inbox and I see all of my new messages and I see one has my name in it, no matter what I do, I can try as hard as I want, my eyes will be drawn to that message. Whether I open it or not is a different question. But putting the name of the person you’re sending the email to, if it’s an early on high up the final coldish email, is great to get attention and will potentially increase your open rates as well.
Don’t just put their name in randomly, of course, you got to use it in a contextual way while bearing in mind about the relevancy and the hook and the call-to-action while keeping it succinct. A good way to do that is to ask a question typically in the email asking me a question personally using my name, so in my example, “Darren, have you seen these motor parts?” Or, “Have you seen these new parts for these cars?” That’s something that I could look at in my inbox and say, “Right. This could be for me, it’s personalized to me, it matches my interest and it has a call to action. I know it’s going to help me.”
Think about when you open your inbox and you see all the messages in there, no matter how hard you try, if you see a message in there with your name, your eyes will be drawn to it. At minimum, you’re going to get eye balls on your message, whether they open it or not is the work down to the relevancy and the hook as well and combining all three of these things are going to make sure your open rates skyrocket for all of your email campaigns or once-a-one, cold or opening welcome emails you do as well. This works on both platforms, not just email marketing platforms but also in one-to-one cold emails as well.
Let’s just recap. Number one, get relevancy to what the person is searching for and what you provide, get that relevancy and get that matched and then you’ll be great. Number two, get the hook in, make sure people know what they can get, what the offer is, what the deal is, make sure you hook their attention with this. Finally, number three, the call to action, what do you want them to do when they get onto your email and then click through and go to your website? They need to know that, so they’ve got expectations set before they click to open your email. By doing this, you’re going to have fantastic open rates and this will make sure your campaigns get seen by many more people.
Thanks so much for watching. If you liked this video, go ahead and like it, leave any comments below. How are your open rates doing for your campaigns? I’ll be really interested to know. See if these techniques work for you and let me know in the comments as well. Most importantly, go ahead and subscribe and I will see you guys next time.