Date: 20 Feb 2012 0 Comment Blog Posted by: Ben Hanania
Despite the booming success of social media marketing, email remains the most reliable and effective tool for marketers today, earning $44.00 return on investment.
But eMail open rates have been declining for years. Currently Average open rates are 11.4% across Industries. That means that only 11 out of every 100 users will open your email.
I recently received this email blast from a client (see image below)
“Exclusive Video Training at a Discounted Rate!
For a limited time only we’re offering our exclusive series of online courses for government agency managers and board members at a discounted rate!
Normally $120, we’re offering each course at the special low price of $99! Group pricing is also available upon request.” ………
See Image of this example eMail I received.
So what can you do?
Tips on improving your eMail open rates and making more sales.
One of the first things we learn in Marketing is to always use the WIIFM
mantra on any piece of advertising we create (WIIFM = What’s In It For Me)
That is what your client is saying/thinking
In this piece, I don’t see it – All I see is that I am being sold to.
Your end user is NOT opening/reading eMails with the goal of buying something.
Buying is just a by-product of your users engagement with YOU and your info.
An email needs to be either Educational or Entertaining – A purchase will come
as a byproduct of that experience
Users need to be engaged and the more they know about YOU the more they will trust and read what you have to say (even if you sell them every once in a while)
Use personal stories and tie them into your products – I’ve been very successful in taking personal events and tying them into a product by starting the email with a story.
50% of your efforts needs to be spent on the subject line. if your subject is not compelling the email will not be opened.
Always split test 2 or more headlines with same content. Find out what works, repeat and rinse on subsequent campaigns.
25% of your efforts needs to be spent on the first line or 2 of the body. Most webmail systems give the user a preview of the first line or 2. I make a lot of my decisions on opening an email by reading that first line or 2.
The offer in this eMail needs to give me the reasons why I should buy (better health/less work/more money etc) – Price is not a reason – You are not selling a commodity.
Lastly ,educate and entertain in your eMail – “Move the FREE line and give your best content away” the sales will follow.
Email open rates are pretty low – Around 11% average across industries.