To click on the link in your email, the subscriber must first open it . I admit, at the moment there are more than 1700 unread letters in my inbox. Some of them are automated letters from services I have subscribed to, and some are letters from people who simply did not interest me. Each of these emails represents someone who tried unsuccessfully to “get through” to me.
Perhaps you act differently: you open all the letters whether they are interesting to you or not, simply because you want to minimize the number of unread emails that are displayed in the inbox.
Of course, some of your subscribers do the same. Today I want to tell you how to encourage contacts to open letters, because they are really interested in them, and not because they want to reset the counter of unread emails.
Here are 11 ways to get the attention of a contact before he opens a letter.
Think carefully about the subject of the Email.
I think you’ve heard this advice before. Anyway, the topic (title) still remains the most important part of any marketing letter.
Subject is the second (after the sender’s line) that your subscribers pay attention to. From the subject of the letter depends on whether your letter is open.
Unfortunately, many do not spend enough time creating a catchy title.
To improve the quality of writing, make a list of 20 different options. Read them carefully and select the top 10. Read them again and select the top 5. Then select the top 3. Show 3 options to several people and get their opinion before choosing a title that you will use in practice.
Below I give examples of cool topics that you just have to take note of:
- [Exclusive Content] And here are your books!
- David, did you know that …?
- We finally got it, David!
- [Free Tools] Download the tools we promised you.
The title of the letter should excite one of two things in the reader:
- Curiosity. For example: David, did you know that …?
- Self-interest. For example: [Free Tools] Download the tools we promised you.
Spend a little more time creating a headline and you’ll increase your discoveries.
The words you use in the title are also important. But this does not mean that the length of the title is unimportant.
Add a compelling preheader.
Unfortunately, preheader is often ignored by marketers. In practice, it turns out that while the letter is not open, the reader, in addition to the title, casts his eye on the preheader.
This is the last barrier between the sent and open letter.
Imagine that preheader is the book’s advertising slogan. The title (topic) is intriguing, but it is the preheader that makes it clear and motivates to read the letter.
Here are some examples of books that could make a good tandem headline and prehedera.
- “Contagious. Psychology of Word of mouth. As products and ideas become popular. ”
- “Hardness of character. The power of passion and perseverance. “
Preheader explains the headline, prompting subscribers to open a letter. The main thing is not where they are looking, but why they decide to read the letter.
Note. If there is an image at the beginning of the letter, the reader will see the alt-text in the preheader. Fortunately, the alt-text for the first image can be wisely chosen so that it becomes an interesting and intriguing preheader.
Create a swipe file.
This is the best advice you will learn from this article. He is simple to ugliness.
Create a folder (swipe file) in which you will collect incoming letters with interesting headers and preheaders. This is your personal library of other people’s letters, collected for inspiration while creating your own letters.
Do not forget that the best copywriters steal ideas from other great authors. And you, too, must borrow other people’s ideas.
Segment the contact database.
I think you are familiar with the segmentation of subscribers .
This division of the list of subscribers into categories depending on their actions. If, for example, some contacts have not opened the last 10 letters, you can add them to the reactivation group. If contacts open and click on links in almost all letters, you can send them to the pre-sales group.
In other words, the letters that your subscribers receive are due to their actions.
The segmentation function depends on the tools you use for email marketing .
But if you are serious about raising the average discovery, this is a necessary step.
Try not to get into the spam folder.
It is logical that it is impossible to force a contact to open an email if it is in the spam folder .
Spam filters filter out unwanted emails in the box. But sometimes for unreliable take email-campaigns sent out with the most good intentions.
Here is a list of things to help you avoid this.
- Do not resort to innocent tricks in an attempt to hide the “unsubscribe” button, do not add “Re:” or “Fwd:” to the subject line. These actions are almost 100% guaranteed to get into spam.
- Always add alt-text to images.
- Specify the address and the name of the sender.
And one more tip:
- Test all that is possible.
Do you want to know if your email gets spammed? Send a test letter to yourself and several friends and ask them in which folder it appeared. If in the spam folder, correct what you think could be the cause, and try again. There is nothing better than knowing for sure.
Choose the best email marketing tool.
Each tool has its advantages and disadvantages. Some are less protected from spam filters. Others have a segmentation function and A / B testing .
All these factors predetermine the potential indicator of discoveries. To increase discoveries, you should choose an email marketing tool that suits your brand and has all the functions you need.
GetResponse has a great email marketing platform. Choose a platform that will work for you.
Repeat the list among inactive subscribers.
The next day, resend the same newsletter to the contacts who did not open your letter as a reminder.
We all lead an active and rich life, and sometimes you can increase the number of discoveries, just once again reminding contacts that they have received a letter from you.
Of course, it is important to maintain a balance.
If you send too many emails, you risk getting subscribers outflow. In case of refusal to resend the letter, you lose an audience that simply forgot to open the letter.
In general, follow these rules:
- Do the repeated mailing a day after sending the first letter. Not earlier. And not later.
- Forward no more than one campaign at a time.
- Only repeat campaigns that you think your audience should see. Do not forward all letters in a row.
- When re-sending, change the subject to a more attractive one. For example, “You just missed it …” or “We don’t want you to miss it.”
Determine for yourself the ideal frequency of distribution.
The data speak for themselves. If you send letters too often, the rate of discovery will plummet. If you rarely send letters, subscribers will simply forget about your existence.
Sadly, in reality it is quite difficult to find a middle ground.
Because each contact database has its own “ideal” distribution frequency. It depends on what the subscribers expect from you, what they think about you, what is the quality of your newsletter.
Try to find the relationship between the discovery rate and mailing frequency. This will help determine the frequency appropriate for your audience.
Also, the distribution tactics can be adjusted for different segmentation groups:
- Reduce the frequency for those who rarely open your letters.
- Increase the frequency for those who open almost all your letters.
- Conduct a survey among subscribers, find out how often they would like to receive letters from you. Then distribute the subscribers into segmented groups.
Consider a distribution strategy for your audience, and the number of discoveries will automatically increase.
Determine the ideal time to send.
In the field of email marketing, a lot of things decide the right time .
The ideal time to send out in most cases is the same for the entire audience.
Of course, if there are night-shift nurses among your subscribers, the optimal time may vary. According to a GetResponse study, in general, the best time to send a letter is between 11.00 and 14.00. As for the day of the week, data here varies. It is usually Friday or Tuesday.
Below are two graphs from the “Global Email Marketing Statistics” report (for Q2 2018) with more detailed data:
Optimize appearance for mobile devices
Most email marketing services and templates have built-in responsive design.
If you do not have this, you are making a big mistake. More than 50% of emails open on smartphones and tablets, and in the absence of responsive design, poor subscribers receive content that looks something like this:
Nothing annoys subscribers like ill-considered email campaigns. Such feelings cause the example of the letter above.
On a note:
- Use small files. On mobile devices, as a rule, the Internet is slower, and the reader will almost certainly instantly close the slowly loading page.
- Resize the images so that they look optimal on the screen of the mobile device.
- Make the call to action button a little more than usual. The miniature buttons are harder to press.
- Use responsive email templates.
This is an indispensable condition for those who are serious about the success of their email campaign.
Write the name of the real person in the sender’s line.
Replace the company name with the name of the real person. This can be your name or the name of a support professional. It doesn’t matter who you choose, as long as it is a real person.
67% of subscribers open the letter after they learned the name of the sender.
This technique gives the feeling of a conversation not with a soulless robot, but with a living person who has his own desires, needs and preferences. Very often, subscribers feel sympathy for one person or another and open a letter simply because they like you.
Test all that is possible …
I could give you hundreds of other tips that will definitely increase the discovery rate of your letters. But no one knows your audience better than you.
The most useful advice: test. “Play” with variations of the title and prehedera, look what gives the best results.
In the end, people do not just open letters, they enter into dialogue with you.
And no one knows better than you how to begin this dialogue.