How to Create Emails Your Customers Will Open

Monday, February 13, 2017

The inbox is a very inhospitable place at this time. As you know very well, countless emails are cast aside, marked as spam, or deleted forever. Email is often the butt of a good joke, but if you’re serious about sales, then you need to refocus your marketing efforts in this area. Contrary to popular belief, email marketing has a higher return on investment than search engine marketing and display advertising.

While it may seem daunting or near impossible to capture the attention of a tech-minded audience like the one here in Denver, it is possible. Email marketing is a powerful tool, and it’s also very simple. If you can type, and if you know a few simple tricks, then you can use email marketing as a powerful medium to strengthen your clout in Denver’s online marketing scene.

1.Get to know your audience. You likely have many people in your database already, which is great, but not if you don’t know them well. We recommend organizing your database and learning as much as possible about your customers. The more data you can gather about your customers; the less guesswork you will need to do. If your database is very large, take some time to divide it into smaller portions of like-minded audiences. This can be time consuming, but the benefits in the long-term are hard to deny.

2. Your email subject line will determine your fate. You could spend hours writing content and designing graphics in an email, but without a strong subject line, nobody will open it. There are tons of ways to grab attention, but some are better than others. People respond well to questions, suggestions, numbers, and strong verbs. We would never advise you to use ALL CAPS, exclamation points (!!!), dollar signs ($), or the word ‘free’. Typing these things will generally trigger spam filters. Here are a few more suggestions for writing better subject lines:

  • Shorter is always better (40 characters is a good limit).
  • Start with action verbs.
  • Tell your audience what is in the email.
  • Make people feel special (‘To our dear customers’ ‘My gift to you’)
  • Create a sense of urgency and exclusivity. This can be accomplished with limited-time sales and expiring offers.
  • Add preview text so that your customers can see the beginning of the email.
  • Use to test the strength of your subject line for free.

3. Tell, don’t sell. Consumers respond much better to narratives rather than to sales pitches. Instead of using emails as reminders or calls to action, use them as a platform to tell stories to your customers. Storytelling is attractive, memorable, and uncommon when it comes to email marketing. It’s going to take more creativity from you and your team, but capturing the attention of a customer with a good story is not just good for sales, it’s also incredibly important to customer loyalty. Consumers are extremely good at sensing when they being sold to, so stop selling to them! Invest in quality content, and they will likely respond with enthusiasm.

4. The optimal time to send. Well, it depends on who you are and who you’re sending to. The optimal send time varies by occupation. To start, let’s look at day of the week effects. According to MailChimp’s STO data, in general, it’s most optimal to send to most subscribers on a weekday. For most businesses, we recommend sending mid-morning Monday through Thursday in their local time zone.

5. Track your results and experiment. We recommend that you invest in Email and/or CRM software, and don’t hesitate to ask us which one performs the best for online marketing in Denver. The point here is that there is no silver bullet to email marketing. There aren’t any easy tricks or magic cure-alls. Your database of customers is likely to yield different results from your rival in Denver, so don’t be afraid of failure. If a certain technique or subject line doesn’t yield well, then take note of it and change your strategy the next time.

When reaching out to customers through email, you want to keep your strategy simple, but you also need to connect to customers using creative content. Tell stories instead of selling to your customers. Reward your customers for opening the email by revealing valuable information or offering them something special. You must provide an incentive for your audience.

Don’t forget that email marketing is a long-term strategy, so don’t be discouraged if you don’t see immediate results. Keep experimenting until you find something that clicks with your audience!

If you have any questions about digital marketing in Denver, please don’t hesitate to contact us.