The more prospects who open your emails, the higher your conversion rates are likely to be. This statement seems simple on the surface, but it raises a question that can help dramatically improve your email marketing results. Namely, how do you improve your open rates without spending an arm and a leg on email services to do so?
Treat Your Non-Opened emails to a Second Round
Your email marketing software should be able to provide you with a list of all those on your list who didn’t open your email. Using this list, send out your email again with a completely different title. You will be surprised at how this can increase your open rates – even if only 10% of those who didn’t open your email the first time open it this time you will have improved your open rate significantly.
Lead with a Hook
Just like an angler attracting fish with a tempting lure, for best results you should be using subject titles that make your prospects eager to grab for the bait, or, in the case of email marketing, open your email. To do this, use well-established precepts of human psychology and create what is called “dramatic tension.” While you’re writing an email and not a movie, the principle is the same. Create tension in the consumer’s mind by offering them something that piques their interest and makes them want to come back for more.
One way to do this is to stagger your emails and provide the hook upfront, but wait to deliver the substance until a later email. For instance, if you have a coupon oriented business you might title an email: “See how Some People Are Saving 15% on Their Grocery Bills,” thereby interesting budget-oriented consumers. You can then reveal your method of achieving what is promised in the headline in one or more of the following emails.
Appeal to Your Audience on an Emotional Level
It’s tempting to focus your emails primarily on the features and benefits of your products and how they outdo the competition. But buying decisions are often emotional ones, and this can help you increase your open rates. Aim for subject lines that appeal to the core emotional needs of your target audience, rather than simply proclaiming the virtues of your company. For example, if you are selling an insurance product you might say “protect your family’s future today,” rather than simply promising competitive rates. The key emotional trigger for your prospects will vary by industry and product, but using this principle consistently can help improve open rates for any bulk email campaign.