You have a great brand, product or service and you have done ALL of the hard work laying the foundations that you know will be music to your customers ears. And now, you just have to tell them about it! So you take your time to craft the PERFECT email, with all of the essential information, add the email addresses from your client databases, take a nice deep breath and hit send.
Wait for a minute.
A few minutes.
An hour.
A few more hours.
And…
Nothing.
Barely a whisper. Links not being clicked, web traffic steady - all of your hard work seems to have fallen on deaf ears.
So why is it that your email isn’t having the impact you had hoped for?
The average person receives around 120 emails a day. That’s a lot to sift through. And with the average open rate being between 15 - 25%, how do you make sure your email cuts through the noise?
Firstly, know your data
It’s no good having a goal of improving your email rates if you don’t know what they are to begin with. Invest in an email marketing platform that can give you key analytics such as open rates, bounce backs and click throughs so you can start to understand what success looks like.
Email marketing platforms should be friends - not foes
Not all email marketing platforms are paid - or worth the cost (even the free ones!). Many email marketing platforms offer a free or very low cost starter option, but make sure you do your research. Some are more likely to get blocked by firewalls than others, meaning your beautifully crafted message won’t make it into the intended inbox anyway. No one wants to end up in junkmail, so give yourself a fighting chance by picking a reputable provider.
Make sure you’re seen – and heard.
If you make it to the golden inbox, make sure you stand out. Think about your inbox and how quickly you scan the messages. Nearly half of all emails are opened on mobile and even the ones that are opened on desktop have a very small space to fight for attention so maximise your chances in three main ways:
WHO YOU ARE
Make sure you have set this to something that they will recognize. You can change it to your business name or personal name, rather than just the email address, so it feels easier to spot. And it’s just more consistent and professional.
WHAT YOU SAY
Only so much of the subject line will be seen in the preview, so you have only 5 - 6 words to capture their interest. Get key information up front.
HOW YOU SAY IT
Try to avoid saying anything generic and keep it specific to your brand, product and offer. Feel free to use emojis if that fits with your brand! Remember, you want to cut through so keep it short, sweet and compelling.
You can use free subject line checkers to assess the effectiveness of your subject line before hitting send.
Finally!
A/B testing is your friend. With A/B testing, you can set a variable to test, whether that’s subject line, send day or time, it gives you a better understanding of what will make your clients open your email. A/B testing tools all you to send two variants to a small group of your recipients and then optimize the rest of send based on the best results.
Relevant marketing communications are key to building a loyal community. For more information and tips, drop us a line or visit our website 💻
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