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.
Zach - there are 4 videos on creating emails that engage your audience and get high click rates and low opt-out rates on this page - http://www.salesnexus.com/support.html
Look for the row called Starter Kit
Give examples, products and traits in groups of 3. Make them Clear, simple and something that can be answered with little thought. Reaction questions give the clearest results as they are from the heart and not the head. Too much thought makes decisions less reliable in my opinion. Do no more than 15 questions per email so that it is a sample and not a "test". Doing them on a regular basis will give a more complete result from your data base.
There are a few ways in which to increase both your open and click-through rates. I have highlighted some of the things that have helped with my email campaigns.
1. Make your subject line timely and relevant -- while it can come across corny at times, I've read research that shows that referencing upcoming holidays, events (World Cup for example) shows a bump in open rates.
2. Front load your subject lines -- I've done A/B testing showing that front loading your subject line with the most important key words increases open rates.
3. Personalize your emails when you can -- use the recipients first name in the subject line and beginning of the email.
4. Email based on the recipients' behaviors -- if you've been able to track a recipients behavior in some way, you should email them based on those actions. Did they just view your product pages? More product relevant content, etc.
5. Don't email too often or not often enough -- determine how often you should email your list. More engaged individuals should have more touch points. Colder recipients should be less until their behavior indicates they are looking for more information.
6. Segment your database! -- Since you have numerous different audiences you're targeting -- customers, potential clients -- they need different types of touch points to increase engagement. Potential clients need to be nurtured with the right content in their buyer's journey while customers need updates on tips, new features, etc.
A compelling subject line will get some attention. Depending on your audience, the email can be long or short -- many people are reading it on mobile devices now and so short intros to your article(s) with hyperlinks to the content that lives elsewhere is helpful as well. Good luck!
There are a lot of good tips that have been added so far. Here are some other items you should consider:
1. You'll likely need to segment the large customer base and potential clients in order to deliver relevant content and calls to action.
2. In terms of content, you need to think about the targets' "care abouts" - losses loom large and you'll find that negative hooks often outperform positive hooks.
3. Social proof has always lifted the performance of the email that I send - make sure to include customer quotes if available.
4. Make sure to design your email for the preview pane. Too often people place a large image at the top of the email which doesn't automatically download in the client and then you're left with a small red x and a large white void in the preview pane.
5. Make sure that you design the email to drive the exact behavior that you want from your target audiences. Don't include any extraneous elements or paths to click on in the email other than the behavior you want to drive.
6. Include multiple calls to action in the email. I've found that my webinar invites perform optimally with 3 different register links merchandised in the email.
7. Timing can alter the performance of your email by double digits; evaluate the competing media that is vying for the attention of your target audience and schedule accordingly. I also find that sending emails first thing in the morning to a business audience is optimal for maximizing open rates.
8. Make sure that your marketing automation platform and CRM are integrated and that opt-outs are accurately represented in both systems. Also, make sure that you've got the fields defined in your systems that you'd like to populate from this campaign.
9. What's next? One and done campaigns are typically not highly effective in creating a dialogue with your targets. Think about putting together a nurture campaign that communicates over time and addresses the key items that will motivate your audience to engage, view you as a trusted adviser/thought leader and place you in their consideration set.
10. As others have stated here, test, test and test some more.
11. Keep the important stuff above the fold. Don't make your audience scroll to take action.
Best of Luck!
Title, Title, Title. If you really want to catch attention it has to have title that lures me in to open the email. Even more so, if emails read on smartphone. Wrong title and the email will not be even read.
I have found that using video with your email also works very well. Use videos that answer a problem.. Can share with you some if you want to see what I mean and do have a system that can do this for you. Just connect with me and remind me of your question so I can send you some links you can view.
Hook them with a great subject line, you may want to test in smaller batches a few different ones & see which gets the best open rates. Test & measure so you see what works best. Good luck!
Make sure you have defined your target audience.
Ensure they have opted in to receive your email.
Provide value, not a sales pitch. Answer the questions that most concern your target market and ideal client.
Provide information of value. Answer people's questions with transparency. Be timely and relevant.