Imagine this: You sent an email to your entire list and you later check to see the performance of it. You discover your open rate was abysmal. Open rates are that ugly metric that no marketer wants to see drop, but often it does and they face the truth that no one opens their emails. I will explain four reasons why your open rates suck and how you can fix it.
1. You send them junk. Would you be happy sending the stuff you send to your list of friends and family? If not, think about a different way to touch base with your contacts and provide something of relevance. Not sure if you send junk? If your email message is “useful,” it’s resourceful and people want to save and archive it. If your message is “interesting” it’s funny, relevant and usually good for forwarding to their contacts. If your message is neither interesting or useful … it’s junk.2. Unoriginal, Boring Subject Lines. People are tired of receiving the same emails with the same boring subject lines. They get it. Really, that’s why they don’t bother reading them. Be imaginative and creative and make people think when they read your subject line. Linkbaiting is one way to invoke a response out of people with subject lines and titles. Read up on how you can leverage Linkbait to get people to read your content (even if it’s lame) from ProBlogger.3. Still emailing customers from 1998?! People get up and leave their email addresses often especially when anyone can obtain an aol.com, yahoo.com, gmail.com or live.com email in seconds free. You could be emailing their less than trusting email address instead of their primary email address. Email permission tends to expire in about 10 months – so the more opportunities to confirm and re-confirm their interest (beyond an opt-out link), the better. To fix this, consider using an alternative follow-up campaign (phone/direct mail) to have people update their contact information and re-opt-in to your marketing. Disciplined email marketing pays off when you have a truly engaged, interested and hungry list – and you can really cater to the people who matter.4. You send just like the rest of ‘em. We all get our nighttime to morning email flood. I admit, sometimes I just use my Delete key more liberally during those hours and my reply button during the daytime. To fix this, try mixing up and allowing people to choose if they want your message in the morning, in the evening or mid-day. With Infusionsoft, you can selectively target and build conditions this way. It’s okay to shift your email marketing patterns once in a while … P90X capitalizes on this with muscle confusion. There’s also one important piece I missed. Don’t send emails to your entire list! This is the whole point of email marketing 2.0, where you slice and dice your email list into relevant, targeted groups and send to those groups of users where the message is attractive, engaging and relevant. Not everyone’s open rates will always improve. It’s fact. However, the more you pay close attention to the result of your emails and more importantly — your recipients’ expectations and satisfaction – the more your email open rates will rise with your finetuning