email marketing

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Why aren’t people opening your emails?

Getting people to open your emails can be daunting.

With overloaded inboxes and so many subject lines vying for attention, yours really needs to pop to get opened..

As marketers, we are constantly working to improve open rates. After hovering around 31% for several years and being ok with that number (since the average open rate for marketing newsletters is 20.5% according to Campaign Monitor), we’ve noticed a consistent increase in our open rates in the past year. The last newsletter we sent out got a 51% which is pretty great.

What are we doing differently? 

A number of things. And we want to share some tips about what we’ve done that might help you boost your open rates too.

  1. Research.
    We pay close attention to what makes us stop while scrolling through our inboxes and also those we zip right by. That helps us write better subject lines of our own.
  2. Do your own due diligence.
    I remember reading articles not that long ago that suggested writing subject lines like:
    • Don’t open this email.
    • Limited time offer.
    • You don’t want to miss this.
    • This is your last chance.

Yawn. Yawn. Yawn.

I regularly zipped right past those in my inbox. So obviously I wasn’t going to write anything like that.

If you’re not sure that your subject lines are screaming “open me, open me”, do some A/B testing.

3.  Appeal to people’s natural curiosity.
Spend enough time writing your subject lines until you find what works.

SInce our goal is to craft subject line copy that’s compelling, intriguing and fun, rather than a subject line with one topic, we mention two or three. Like these recent examples::

    • Business trends, gallery openings and more.
    • Some fun things to do and new biz tips to try.
    • Perfect clients, bunnies, and more…..
    • Messaging, Live Networking and some (Free) Stuff You Need

That tactic seems to be a little more interesting to readers who like variety and choices. More like a buffet of goodies than one topic that may or may not be of interest to your entire list.

4. Make the content worthwhile.
Remember getting magazines in the mail and being so excited to dive right in and see what goodies they held?

That’s how you want people to feel about your newsletters.

So think about mixing it up a little. We still focus on marketing topics. But we also share interesting places we find and fun things to do in Chicago….with a focus on local and women-owned businesses. We call them Small Business Shoutouts. And every month we get more feedback from subscribers who say “Love your newsletter!”

That certainly helps the open rate if your readers look forward to reading each issue.

5. Make it visually appealing.

The design of your newsletter has a major impact on how readers respond.

A well-designed document enhances your brand and presents your business  professionally. Smart use of white space, a clean, easy-to-read typeface, a scannable layout, compelling images — all of these affect how well your newsletter is received. And opened.

Adobe shares some smart design advice in this article about newsletter design titled:  Captivate your audience with simple, stunning newsletter designs.

That’s a wrap for this month.

Hope this post gives you some good ideas on getting more clicks on your emails and newsletters. If you still need help, we’re always happy to chat.

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 5 reasons why you should add visuals to your marketing.

woman pointing to the 5th of 5 yellow stars to signify successful marketing

We know that social media posts with visuals outperform text-only posts. 

But visuals enhance other forms of marketing as well. As visual creatures, we enjoy reading or skimming material which contains graphics and images.

In fact, according to this post in Polls Everywhere, visuals increase the desire to read content by 80%. With a reach like that, can you afford NOT to use visuals in your marketing? Hardly.

Get Creative.

Smart marketers employ a variety of different types of visuals to spice up content — photos, graphics, banners, Infographics, charts, videos, clips or gifs.

The type of product or service you’re selling will generally inform the type of visuals you use. But as long as it helps clarify your copy and grab the reader’s eye, there’s no reason why you can’t get creative and try a type of visual you haven’t used before. Play with colors and shading. Do something none of your competitors are doing.

Head over to Content Marketing Institute to see some excellent examples of companies that have nailed visual content.

Since we also like material laid out in an easy-to-scroll format, here are 5 reasons why you should add visuals to your marketing.

  1. Readability.
    Blocks of text are not only boring, they’re intimidating. Not the reaction you’re looking for when you publish a new article or blog post or launch a new website.Blocks of text are not only boring, they’re intimidating. Not the reaction you’re looking for when you publish a new article or blog post or launch a new website. Your content might be groundbreaking, but that’s irrelevant if people don’t read what you’ve written. Adding visuals breaks up copy making it more compelling to read and easier to scroll.“Every aspect of your website must account for each user’s wants and needs at a given moment in time.” Alan Smith, Usability Geek
  2. Reach.
    Some people really don’t like to read. And with the success of YouTube, they don’t have to. They prefer to learn via video. Others respond better to visuals than to text.What to do? “People are 80% more likely to read content if it’s paired with colorful visuals.” Tara Johnson, “How Visual Marketing Works”.So if you want to reach the broadest audience you can, make sure you incorporate visuals (and videos where appropriate) into your copy.
  3. Retention.
    According to this post titled “7 tips for using visual content marketing,” from Social Media Today, people remember visual information 6x better than the information they have read or heard. Since you’ve taken the time to write your content, why not make it as easy as possible for people to absorb it.
  4. Impact.
    Ideally, you want your copy to have an impact on your readers. You want them to follow you, refer you, quote you, or  hire you. Or share how terrific you are on social media.  Adding visuals to your content helps make that happen.In this article from eLearning Industry titled “Visual Learning: 6 Reasons Why Visuals Are The Most Powerful Aspect of eLearning,”  author Dana Jandhyala states ““Powerful images and visual metaphors create strong impressions and lasting memories in learners.”
  5. Interest.
    Illustrations or photos support your content and enhance copy so it’s more interesting.  From PR Daily, “visual content gets viewed 94% times more than content without any visuals” according to a 2018 Social Media Examiner report. May 24, 2018

    Ready to mix up your marketing?

If your marketing efforts haven’t resulted in sufficient new business, try putting some of these tips into play.  And start to pay attention to how and what YOU read (and react to). Odds are that visually void content is not something you’re really reading either.

Learn more about how to make your website compelling.

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Why I won’t open your emails. Ever.  

My inbox is still overflowing with post-holiday savings, offers and other errata. You’re probably dealing with the same email overload.

No surprise when you consider that the average office worker receives 120 emails every day (source: TechJury).  Who has time to look at all of this?

If you’re like most people, you scan your inbox looking for important emails – from clients, colleagues, key business journals and resources you’ve subscribed to. The rest of the email gets ignored or trashed.

I write email subject lines as part of the content development work I do.  So I’m always on the prowl for clever copy. A good way to discover subject lines that work is to take note of the ones you open vs. the ones you ignore or delete. What is it about them that sparks your curiosity?

What Makes A Good Subject Line?

A good subject line speaks to a need, want or desire. Something to make you say “Yep. I need that.” A lousy subject line, on the other hand, speaks to nothing. It’s boring. Blah. Nondescript.

Here are some actual subject lines that went immediately into my trash bin last week:

  • This is for rickey
  • Your request has been granted
  • We Need Your Confirmation ASAP!
  • what I’ll do for you
  • Next Steps
  • How are you doing?
  • You are so Kind and Down to Earth.
  • Happiness
  • Please Please Forgive me
  • Hello from the other side…
  • I’m personally asking…
  • I have one question

As you can see, none of them speak to a need or want. Most are stupid.There’s not a single reason for me to open any of these. So I didn’t.

Subject Lines That Work

On the other hand, here are some subject lines that caught my eye and got my click…..and why:

WIN: A Yoast plugin of your choice
Why? I use Yoast. It’s an SEO tool that I like a lot. A free plugin would be lovely. Actually. I click on ALL emails from Yoast. Their products helps me do a better job of optimizing web content.

Nice, You’ve Earned A Reward
Why: The sender is Kriser’s Natural Pet. The reward is a $10 voucher on products or services. I have a dog. We like and use Kriser’s food, grooming and daycare services. Who doesn’t like rewards!

Here’s your year in music, all wrapped up
Why: It’s from Spotify – my favorite source for streaming music. It was a kick to see the 754 different songs I listened to last year.

Anatomy of a Unicorn Business and How to Become One
Why: I’ve heard the term but don’t know much about it and am eager to learn more. The sender, Small Business Trends, is one I subscribe to because I know I’ll always learn something new.

This exercise can boost your memory by 30%
Why: The sender, mindbodygreen, is a good source of articles on living healthier. Who doesn’t want to live healthier?

PW#709 – How to make more time for writing
Why: As I mentioned before, I’m a writer. I ALWAYS need more time to write. I subscribe to this — Daphne Gray-Grant’s Power Writing newsletter. I learn something new from every issue.

Rickey, these 7 videos will transform your business ??
Why: I’m on the  sender’s email list. Denise Wakeman is a super knowledgeable online marketing pro. I am always eager to learn about new or better tools and tactics to grow my businesses.

Obviously,  emails that come from trusted sources — business associates, clients, colleagues — will generally get opened despite the subject line. These people are already in your database of valued senders.    But for everyone else, your subject line needs a hook.

6 Tips To Help You Write Better Subject Lines

If this is the year you’ve vowed to ramp up your email marketing, keep these 6 tips in mind:

  1. Spend time on your subject line. It’s the difference between your email getting opened or trashed.
  2. Make it clever or creative, ideally both.
  3. Speak to the needs or wants of your recipients.
  4. Create a sense of urgency.
  5. Keep it brief.
  6. Segment your lists for your various target markets.

For more info on ramping up your emails, here’s a blog post we wrote last year on how to create effective marketing campaigns.

And if you still need help, call us.

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Are you wasting your time sending emails?

You’ve decided it’s time to do an email campaign. So you buy a list, craft what you believe to be a good email letter and send it out. But when you look at the stats, you’re less than thrilled. Minimal opens. A lousy click through rate. ZERO conversions. What happened?

Let’s look at some possibilities:

  1. The list you purchased is ineffective.
  2. Your subject line is….yawn…..boring. Delete. Delete. Delete.
  3. You buried the lead. Get to the point before the reader drags your message to the trash.
  4. The tone of your letter is too formal.
  5. The tone of your letter is too casual.
  6. You missed some typos.
  7. There’s no call to action.

Any of these seem relevant? If so, here’s what you can do so your next email campaign isn’t a bust.

  • Save your money.  According to Hubspot, good email lists aren’t for sale. They suggest creating your own email list (we heartily agree) and this article gives you some good tips on how to do that.
  • Come up with subject lines that beg to be opened.  Pay attention to the emails you open. What are the subject lines that you simply must click on? That’s what you’re aiming for.

If you’re not a good writer, hire a copywriter. Your subject line should be enticing. It should either speak directly to your target market’s pain point or be clever enough that a prospect is curious to read more.   

For example:
Are cash flow worries keeping you up at night?
Do you know why your competitors are stealing away your clients?
3 things potential customers want that your company isn’t providing

  • Don’t waste a reader’s time. Everyone’s busy. Get to the point quickly. And make it easy to read by writing short paragraphs and breaking content up with subheads. Think of what you can do so the recipient can easily scan the entire letter. That increases the chances of being read.
  • Lose the formal language and infuse some warmth into your copy. The beauty of emails is that they are efficient direct marketing tools. You are speaking one-to-one with the reader. Actually, “you’re speaking one-to-one” is appropriate. It’s the perfect opportunity to write as though you were speaking face-to-face. 
  • Don’t be overly casual. Here’s an exception to the bullet above.  If the email is going to a recipient in a market where casual language is inappropriate (i.e. the FBI or legal entities), your copy should be straightforward. But not stuffy. You can still be human in your writing.
  • Make sure there are no typos. Typos are sloppy. They make an immediate bad impression. That’s why smart job seekers have multiple people review their resumes. It’s not just spelling errors, or the wrong word (e.g., “their / they’re / there”) but punctuation mistakes as well.

We make sure that three sets of eyes proof copy before anything goes out or gets published. Even then, we’ve had a few instances where we missed something. Believe me, you’ll be more careful the next time.

  • Call-to-action. If you’ve done a good job and your email gets read, be sure to lead the recipient to the next step.  Add a call-to-action so she knows what you want her to do. Or a “this is what we will do next”.

For example:

Let me know which of these dates/times work best for you to talk.
Which of our 3 free whitepapers would you like me to send you?
I’ll give you a call next week to set up a meeting.

I’ll add a few more tips:

  • Make sure your email speaks to the needs/wants/hopes of the recipient. That requires truly understanding their pain point.
  • Include backup. Use testimonials from happy clients to support your claims about how you can help this prospect.
  • Use color, white space and/or a graphic to make emails more visually appealing. Big chunks of copy are intimidating which means they probably won’t get read.

Who said email campaigns were easy?

Email campaigns can be challenging to pull off.  A 2018 Mailchimp survey showed the average email open rate was less than 21%. This was across the board for all industries they looked at.

That’s a whole lot of wasted effort as far as we’re concerned.  Our average open rate is 32%. That’s well above the average but we’re still aiming for higher.

Call us if your emails aren’t getting opened. We’d love to help you!  

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