What are some tips for writing emails with high open and click-through rates?
I'm looking to send some mass emails out to my large customer base, as well as potential clients, on updates regarding my company, updates regarding my industry, and specials I am offering. What are the characteristics of effective emails, with high open and click-through rates?
It is all in the title! Your first five words in the title dictate as to whether someone will open the email or not (mostly not!) Then have great copy that is entirely relevant to the person you are sending it to and don't forget to put URL links into the copy and into the body of the message for click through. Try out PR Web for guidance. They offer a service that kind of does it for you and you can learn from that experience. No, I don't work for them, but have used them a lot of times to get a web/SEO presence. Make sure you use keywords for Google search and also make sure you update yourself on Google's latest algorithms too, so you don't break any rules.
Use Constant Contact to get things out there - that way you can measure it too
Design first for the preview window without images. So when reviewing your email with your designer refuse to look at the full image view until you are happy with the preview view. I've seen uplifts of over 200% in open rates by following this simple process.
Need to use generaic content which could be simple and sort to give message which you want to share.
The first and foremost: don't write emails which are longer than 5 sentences. Proper email is a balance between politeness and succinctness, and especially if you are targeting to C level executives (your clients), all of them prefer e-mails that are purely factual.
For the rest of the suggestions Nick Markwith has shared some great tips below. Can't argue especially about his personalization tip!
Hope this helps.
High end sales usually occur after smaller purchases,by your client, so remember to continually thank them for the smaller purchases.
If you are mass emailing strictly on high end sales, your are likely to find a very low click thought in today's economy. If you have sincere clients with shall we say deeper than average pockets, Then you will need to find the reason why your product or service should be, [a must have item], and exploit that. When you write your emails be specific as possible, as to your requests for action and why, as if you were talking to family. You should test market your emails and use a tracking system for opening and click through rating. Also find a reputable email system to stay ethical and within the laws of your state's Spamming Laws. Be sure your timing is appropriate as well. Be sure your Opt Out and Return Policies are well recognizable. Then as a mentor once told me;" anything of importance is page one only" and above the fold. This includes your Take Action Buttons.
I find a pithy subject line that is able to reference a customer (that is in the same vertical as your target) and what they accomplished is key to getting good open rates. For example a "Customer X Accomplishes Thing Y" type of subject (i.e. "Philadelphia Slashes Carbon Emissions While Saving Money" sent to your municipal customers/targets).
Your emails themselves should be short and catchy inviting the reader to click through to watch a video, read an article, etc.
And most importantly, starting today it is illegal to send anyone in Canada an email unless they opt-in first, so avoid sending anything north of the border until you do your homework.
Ask a question in the subject line and use the word "You". So for example..."Do you need help finding good employees?" of "Are you having trouble getting new customers?" By asking a question and using the word "you". you're both personalizing it and indicating that you know the answer to a question or pain point that they have. Has worked well for me.
I am not sure what you expect but if you do better than a 20% uptake you are doing well. Regardless of what is said consider your own email inbox, Spam, and possible spam folders. Do you open them? What emails do you like the look of and why do you think your interests are so different to the client base you serve. It always amazes me that we never consider ourselves a customer also.
work on the subject lines to be attractive, consider that almost all automated emailing systems goes to spam even when the users "tell the system" it is not spam, but if subjects are attractive enough then users will check before delete spam. Write "twitter like" subjects and keep content relevant to users not to you. 80% useful content and 20% brand ego.
The short answer?
• Segment, segment, segment - let your subscribers choose the frequency and subject matter.
• Write a compelling subject line - be relevant, build your reputation as a resource, not a sales person
• Keep it simple and focused. Over 51% of us are reading your message on a mobile device.
• Test, test, test - don't presume you need to send your campaign during peak hours. Know your audience.
• Look for click-throughs over open rates. Did they do what you wanted them to DO.