Email Marketing 2.0 : How To Get The Best Open Rates In The New Normal?

Email Marketing 2.0 : How To Get The Best Open Rates In The New Normal?

Before you take the first step towards marketing your business know this: there are tons of channels out there. Social media. Email marketing. Phone. Search. Even with all these channels, not everyone is going to be the right channel for your product. Even within channels there may be multiple avenues.  For instance marketing on Facebook is different from marketing on Twitter. There’s Facebook, Twitter, Instagram, Pinterest and a dozen major social media sites.

You don’t want to use every single one for your business. You want to focus on the right ones.

What to consider? That should be how you think of email marketing. Because, email often receives the highest open rates and CTRs, according to Experian’s Email

Marketing Benchmark Report. In fact, links on email get more than twice as many clicks as social media pages.  It’s a great place to promote your product: say a webinar software, and get people to your site.

Email is also a channel for brands to drive traffic to their website. However, you need to make sure you’re doing everything necessary to make it work. In today’s world, email marketing is much more challenging than it used to be.
You will need to do a bit of market research so that you know how to make email marketing work for you. Sometimes a demographic focus is what’s needed. You want to improve core metrics, say open rates.

Improve Open Rates

You want to improve email open rates. But the first question you should ask yourself is this: are you sending enough emails? Other times spend time and effort based on what’s working.

With each industry, the numbers vary a little. You can send mails every day with certain industries. For others, the frequency should be much lower.

The benchmark tool from HubSpot can help.

Compare the open rates you’re getting with what’s standard in the industry. Once you have the open rates you know if you’re sending too many emails.

Is there an upper limit? According to HubSpot’s data companies sending over 30 email campaigns a month saw much lower email open rates. This wasn’t a spam blast either. They were highly targeted emails sent to a targeted list. And yet at 30, the emails appeared a bit too many.

What’s the sweet spot of emails? The correct number of emails is sixteen to thirty messages a month to generate the best response.

There are many marketers spending way too many emails and probably for the emails you’re sending quantity matters as well. Content needs to be great as well. But the quantity needs to be there. If you’re consistently sending emails that’s easy to achieve. That means you get higher click through rates as well.

Keep Emails Short And to The Point

Quality is regularly associated with length. But that doesn’t always mean the same thing in every scenario.

Short and concise emails tend to work because they carry the point in as few words as possible. Also, most emails are getting opened on mobile strengthening the case for brevity.

Short subject lines perfectly align the mobile screen. That means companies need to be brief.

Here’s an example.

Look at this example from Terminix.

terminix

The subject line termite swarms in your area announces a direct danger to the reader. That creates interest and engagement. This is different from the usual subject lines. There’s an attention-grabbing statement. It’s not a vague phrase. That’s the reason it catches the eye. It seems like it was from a friend.

The subject won’t be cut off on mobile screens and that’s what you’re aiming for.

Here’s another example of a good subject line. It’s simple and brief.

This one’s from OpenTable.

insiders

You’re just adapting your approach to fit the bill for people scanning on their phones. Such subject lines make you money.

Research from Mailchimp points out the same thing. They went through 40 million emailsand found that the subject line can make or break your email open rates.

You wouldn’t expect something so basic as this to work well. But apparently, it does!

To recap

In order to make subject lines work, follow the below tips:

* Make sure your emails have a subject line that is not the typical email subject line.

* Create a strong, enticing subject line that drives customers to open their email.

* Make sure your subject line is personalized (i.e., with great content) and that it reflects the brand.

* Don’t forget to include any special discounts or coupons in your email subject lines.

* Get creative and use visual elements to make your subject lines more enticing, i.e., if you’re using a poster, a 3D image, or emoji.

* Use a clear, concise subject line.

Don’t be too promotional either. That can lower open rates.

Key Takeaway: People love to get emails, especially when they’re targeted.

The goal is to consistently provide value. It’s important that your email sounds like it has been written and sent by a live breathing human and not some automated garbage.

So deliver things people really care about. Provide value with the benefits they’re going to get from the email. Use words like I, we, and you.

Build trust by talking with them, not at them.

Use Specific Numbers To Focus Attention

In addition to this, you can also rely on numbers to get more opens.
Think of the last article you read. Odds are that it had a number. It was a listicle.

You can offer monetary discounts and set that up as subject lines. Follow the simple and effective urgency inducing words as well.

Here’s a great example from Target that graced my inbox. It creates a lot of intrigue. The subject line is: What did you think of our recent order #65006006500600?

Order

Conclusion

Email is a great channel you can use to drive traffic to your website.

* Email makes it clear that the recipient is receiving an email from a brand.

* Email offers a “quick sales” call to action, which can be a great way for prospects to ask questions or check out the company website.

To gain an advantage to drive more traffic to your site, all you need to do is focus on the basics we covered: great content, short and enticing subject lines and more number of emails.

This will help you promote your brand in the best possible way.

What do you think of our tips and tricks? Do let us know in the comments below.

About Author

George is a blogger and writer at Kamayo. He has over a decade of experience working with SaaS and other startups marketing their businesses.

Join Our Tribe of 2500+ World Class Marketers

Please select your area of interest

Explore by Category