Email Marketing – Is your message getting through?

Every morning, before I begin work, I sit down to read my emails. I categorize my inbox like an emergency room nurse categorizes her triage department – by order of importance. Some, I open and read thoroughly right away, while others I leave to read for when I have more time. A select few, I delete right away, simply because they’ve bored me in the past and I haven’t bothered to unsubscribe yet. Once I get to the point where I no longer want them taking up my inbox, I do a mass sweep and unsubscribe to the worst of the lot in one fell swoop. Why do I do this? Like many of you, I’m micromanaging my inbox. I receive so many e-newsletters – often without my permission – that I simply do not have time for all of them.

As a business owner who uses email marketing, your goal is to have your e-newsletter stay in your client’s inbox – and out of their spam folder. Here’s how you can do that.

Create intriguing subject lines – Sometimes I receive newsletters with the subject line, “July e-newsletter.” What’s the incentive to open this email? While I do realize that there might be something interesting behind that click, I just can’t be bothered. Intriguing subject lines generate interest and lead to higher click-through rates.

Create subject lines that don’t even need to be clicked – Sometimes your message is simple. If you want to tell your clients about an in-store sale this weekend, simply create a clear subject line to that effect. If they’re interested, they’ll click the email open. Even if they’re not, your message got through.

Time the delivery of your newsletter – According to research, the best time to send your e-newsletter is before lunch hour, on less busy days, or in the evening so they’re waiting for their reader in the morning. Sundays, Tuesdays and Wednesdays are good, while Fridays, Saturdays and Mondays are not good. Thursdays are hit and miss. If you’re advertising a sale or event, time the email so that it appears in your client’s inbox shortly before the event. If advertised too early, you risk losing the message over the weeks that pass.

Write engaging content – As much as you want to share the ups and downs of the business with your client, most likely, they’re not interested. Make sure your content is interesting – the more interesting you are, the more consistently your clients will open your emails.

Engaging Content – Don’t be afraid to mix it up

1. Helpful, education content – Creating beneficial content for your clients is the easiest way to keep them engaged. Educational content includes things like articles, blog posts, webinars, podcasts, videos and white papers.
2. Offers – Perhaps you’ve offered your client a free trial of a product or service, but they still haven’t signed up. You could send out an e-newsletter offering a free giveaway with subscription or purchase. Or simply lower your price, offering prospective clients an exclusive rate in exchange for their loyalty.
3. Reminders, alerts and announcements – Maybe you’re hosting an event, offering a new product or service or having a blowout sale. Give your clients the opportunity to get on board before the offer expires, take advantage of specials or attend an invite-only customer appreciation event.

It’s all too easy to click and erase an email before reading it, especially since we receive so many of them. I give each product or service a few chances to really wow me before I delete them forever. Hold your subscribers interest by providing an engaging and creative mix of emails and newsletters; your return on investment will be much higher.