SALES & MARKETING
10 Marketing Tips That Will Get Your Emails Opened and Read
Jeanne San Pascual, Psych-Based Copywriter
21 May 2019
Anyone who’s dabbled or who’s done email marketing knows how tough it is to get your emails opened and read consistently.
According to Campaign Monitor, they found that the average open rate is only about 17.92%.
The reasons differ for every campaign but whatever your email open rate is—it can be improved with the right strategy.
Even if your email campaign metrics are often languishing in single-digit figures, there’s always something you can do about it.
And that’s what I will teach you in today’s article!
Fine-tuning Your Email Marketing to Get Your Emails Opened
The right email marketing strategy can get your emails opened at a consistent high rate…
And once they open your email, chances are, they’ll read it as well.
That’s why it’s often said, “the money is in the list.”
If you have a ready list of subscribers ready to buy from you, you pretty much have it made.
Or so they say.
But of course, like with most things, you have to do it right in order to get a decent return.
You can’t keep shoving offer after offer to your list and not expect them to unsubscribe down the line.
The good thing is, there are various ways to improve your email campaign metrics. Below are my top tips on how to start using email marketing to increase your chances of success!
Make Sure to Have a Plan
There are few things in life that you can do well even without a plan such as going on a trip or shopping.
But with business and marketing, not preparing only means you’re preparing to fail.
Try and do a number of marketing efforts haphazardly.
Or run your business without any structure and see if it even lasts a year.
It’s the same with email marketing, you have to have clear campaign goals, metrics, and strategies in order to use it to the best of its potential.
Here are a few questions to help you craft your plan:
- Who are you targeting?
- What do you want your emails to do for you?
- What kind of results are you looking for?
- How many emails/email sequences do you plan on sending?
- How should you structure your emails?
“Not preparing only means you’re preparing to fail.”
Segment Your List and Personalize
Nowadays, personalization is big business.
If you want to succeed in today’s market, you have to lend a personal touch with how you engage and interact with your customers.
Most consumers don’t appreciate being treated just like everyone else.
They want to feel recognized.
And they want to feel special.
A good way to incorporate this in your email campaigns is by segmenting your list according to any of the following:
- Buying preferences
- Customer profile details
- Promotion (e.g. birthday)
For example, only send them offers that are within their buying preferences. Or another good idea is to send them a promo on their birthday!
The good news is, you can easily segment your list using your email marketing software!
Make Sure to Use an Effective Subject Line
Subject lines are like our eyes—it’s the window to your email.
Without a compelling subject line, even the most wonderfully crafted email content won’t stand a chance!
The only goal of your subject line is to get your email read.
And you can do that through the following by:
- Using personalization tokens (e.g. sender name)
- Using a sense of urgency if your offer is time-sensitive
- Inciting curiosity
- Making your headline relevant to your email content
- Making them feel special (e.g. exclusive offer for you, my gift to you)
- Being specific (e.g. Join 256 other people at our upcoming event)
- Asking an interesting question
- Not abusing exclamation points or TYPING IN ALL CAPS
Write a Killer Email Body to Go With Your Catchy Headline
Now that you’ve managed to make them open your email, you have to make sure that they read through what you have to say as well.
Your subject line is just the tip of the iceberg while your email content should lay the foundation of your goal.
For instance, if you’re sending an email meant to nurture your leads, emotionally-charged language can drive higher engagement.
And if your objective is for them to click a link, let them know what’s in it for them once they click it.
Whatever your purpose is, make sure that your message is always clear.
Make Your Content Straightforward and Engaging
An excellent email campaign always includes content meant to nurture their subscribers.
When you say nurturing, it has to be engaging and direct.
Don’t ramble on senselessly when you can say the same thing in two sentences.
People will feel like you wasted their time and would be less likely to open your emails again.
And you don’t want that.
It’s also important to not make the mistake of making an entire email about you or your business. There should always be something in it for them.
And to help build customer relationship, make your emails engaging as much as possible.
Make it funny or interesting as long as it evokes a response from your subscribers.
Steer clear from rehashing the same topics over and over again if they weren’t met well the first time because they will only lead to the same outcome.
It makes your subscribers lose interest quickly and is another sure way to keeping your emails unopened in the future.
Make Your Language Relatable
Relatable language = higher click-through rates.
Don’t believe me? Try it with just one email!
The thing about using words that your readers can easily understand and relate with is that it easily builds trust with your brand.
And when your audience trusts you, they’re just more open to what you’re offering.
Or even if you’re not selling anything, they’ll check out your recommendations and blog posts as you make them.
Consumers often get inundated with different offers—many not often relevant to their needs or problems.
They are typically wary of people trying to sell them something.
Or they get desensitized to any message remotely trying to sell them something.
Touting standard selling spiels won’t definitely work anymore.
Make your language relatable by using terms and words they would use themselves.
And more than just that, mention the things that matter to them as well as what they want and desire.
For instance, if your audience always uses “pet mom” or “pet dad” to describe themselves then use that instead of the standard “pet owner” term.
This shows that you’ve done your homework and that you take them into account.
Don’t Forget to Include a Call-to-Action
Whether your email is meant to nurture or sell something, always make it a point to include a call-to-action (CTA) at the end.
For the uninitiated, a call-to-action is meant to provoke a response from your readers.
As much as possible, have only one singular purpose for each email.
And then back up that objective with a powerful CTA.
For example, if you’re sending an email meant to inform your list subscribers, why not ask them to check out your latest blog post?
Get Into the Habit of Automating Things
No email campaign can thrive without automation.
Why? Because it’s not scalable and sustainable for the long-term.
Especially when you’re targeting thousands of people or more.
So as you structure your email campaign in place, make sure that you’re setting up your automation processes as well.
Email sequences and campaigns should repeat automatically as every new subscriber comes in.
Have it on “set and forget” mode and watch your campaign do all the heavy work for you. But don’t be so complacent that you fail to measure, adjust, and improve things as new developments come up!
Optimize for Mobile and Test Everything
As of 2018, about 70% of people read their emails on a mobile app.
The fact that the majority of today’s users access their emails on their phone is telling.
Businesses can no longer ignore its importance.
You have to grow with the times or get left behind trying to stick with what you’ve always done in the first place.
That’s why it’s crucial that your email campaign is optimized for mobile.
You will easily be able to reach most of your list subscribers and improve your open or clickthrough rates in the process.
And once you’ve done that, test everything!
Test things such as subject lines, email format, images, sending schedule, and more.
A good way to do this is to keep track of your email open rate with tools such as Hunter.io.
This way, you can improve every aspect of your email campaign until it’s running in its full potential!
Creating Successful Email Campaigns
Running email campaigns that meet your goals require hard work but is definitely doable.
You just have to use a compelling subject line and relevant email content as well as optimize for mobile in order to reach the better part of your subscribers.
Once you’ve laid down the foundation, just test and tweak as you go along!
Why, hello there! Thanks for reading this far. 😉 I’m the copywriter behind The Copy Psychologist and I’ve been a full-time copywriter since 2011. Over the years, I’ve worked for more than 90 brands and businesses in creating copy for their emails, websites, and sales pages—to name just a few.
I use my background in psychology to write copy that wins sales, overcomes barriers to purchase, and conveys value without the standard “salesy” spiel that ick people out.