There are some people out there who believe that email marketing is dead. I’ll tell you from personal experience that is far from the case.
I do agree email open rates are on the decline. Arts and artists are getting only about 17% opens. Let’s look at your inbox for an example: How many emails do you receive in a typical day? Now think about how many of those emails you actually open. Of those emails you did open, who were they from? Typically, but not always, the first emails you open are from the people you already know, right?
So assuming that you’ve done a decent job communicating with your list the chances of crafting emails that are continually opened and read dramatically increase. Even if you haven’t achieved this up to this point, with the information in today’s lesson you will be armed with the resources to turn that around.
In today’s lesson I want to share with you 3 tips that will practically guarantee that your emails are opened, read, received and responded too.
1. Craft an attention grabbing subject line.
Think about it: the first thing your subscriber reads is the subject heading. It has to say more than “You who? It’s me sending you another email!” When you sit down to write your next email think about what action you want your reader to take via a step-by-step sequence.
Let’s say for example that you are emailing your list because you wish to announce a new gallery opening and you want to invite subscribers to RSVP their attendance. That’s your desired outcome. A headline that would arouse attention could be, “I can’t believe it finally happened!” Or, “I was surprised by what they selected”.
Now think about these two headlines for a moment.
If I was on your list and I received an email from you using either one of those headlines the chances of my opening that email drastically increase.
Why? Because you’ve piqued my curiosity, either one of those headlines would make me click because I want to know the answer to the question.
In this case, “What finally happened?” or “What did they select?” Can you see how this works?
These headlines are a lot more interesting than: “New Gallery Show, Please RSVP”
2. Know the next step.
Okay now that your email has been opened what you say next will determine how much further your reader will go.
Knowing the next step you want the reader to take will make writing your copy much easier. In the case of our artist he/she desires for readers to attend their show and secure a list of RSVP’s.
So the first sentence of your email should complete the statement you started in your subject header. For example for our subject header, “I can’t believe it finally happened! The opening sentence could read – XYZ gallery just selected images from my new series ______ “. Do you see how I did that?
I wrote my first sentence to complete the statement I posed in subject header of my email. I told the reader the what and the who. Easy right? Now in the body copy that follows I could speak more about the series, the images the gallery selected (image file displayed of course) etc. Finally I want to direct my reader to the final step.
3. Provide a call to action.
You always want your email to result in a direct action to be taken by the reader. So if you have a goal to secure more RSVPS’ for your gallery show then you would place a clickable and track able link to a page where (in this case) the reader can submit their RSVP.
Notice that I said clickable and trackable. In order for email marketing to work to your benefit you need to know the effects your messages have on the reader. Most email management services like Constant Contact or 1Shopping Cart for example will provide you with stats on your click through rate.
The best way to do this is to test your emails, evaluate the results and make adjustments based on the results you receive. What do I mean by test? First, construct the email at least two ways (adjusting them slightly).
The easiest way is to test two different subject headlines. Send the emails to different portions of your list. Finally evaluate your results i.e. check your stats. What are you looking for?
- How many times was the email opened?
- How many readers clicked through on the link embedded in the email?
Did you receive the results you sought?
Once you have a winning formula for creating responsive emails you’re golden. A winning formula consists of creativity, patience, testing, adjusting and re-launching.
Email Marketing Strategies That Actually Work Checklist:
- Select an email management service. The ones I personally recommend are 1Shoppingcart.com, Constant Contact.com, GetResponse.com or Aweber.com. There many others but these are ones that I’ve personally used and recommend.
- Add a data collection form to your blog, website and social media platforms (like Facebook for example).
- Consider creating a compelling offer. For example, it could be a complimentary DVD, a recorded audio interview on CD or MP3, a small e-book or special report etc. Think of it as your FREE introduction.
- Before you craft your email ask yourself: “What is my desired outcome?” “What do I want the reader to do?”
- Write an attention-grabbing headline (write a couple) that you’ll use in the subject header of your email.
- Provide at least three links to the “next step” you want your reader to take in the body of your text.
- If the email is really short, or you’re sending an html- based message, two is fine.
- Track your results. Most email management services will allow you to go into your database and check the click through rate.
- Split-test your email campaigns. Craft two or three different emails slightly, adjusting each, and then send to portions of your list.
- Track and document the results of your split test
- Keep what works, drop what doesn’t