- August 3, 2016
- Posted by: Mark Mikelat
- Category: Constant Contact, email marketing
Constant Contact Email Marketing
How to Dramatically Increase Your Email Open Rate
by Mark Mikelat, president of Building Aspirations
For your email marketing to work, first your subscriber needs to open it. Read this short post to learn How to Dramatically Increase Your Email Open Rate.
Email Marketing – Add Value
Always provide value in your email marketing messages. Your readers appreciate that you are sending marketing material, but that does not mean that it cannot be entertaining. You need to make your reader enthused to read your message. Provide them value. This could come in many formats, and the specific content should be a reflection of the needs and wants of your target market. For example, you could always provide tips for your product and industry. Just do not give away your secret sauce.
If this sounds like a challenge for you, provide suggestions and announcements for your community. If your shop is in a particular city and most of the readers are from the city, have some links to theaters, community events, and other announcements. You are just providing the links. Now, you will never run out of value to provide to your readers. If you still need help, click here for an ecourse on content marketing.
Email marketing – Timing
You want to send your messages at the best time for your target market. You want them to open the messages and take the desired action right away. That means that you need to be mindful of when your readers are more prone to open and read your messages. It might be in the morning. It might be on the weekend. When you are first implementing your email strategy, you need to speculate a bit and start with the middle of the day in the middle of the week and then test, test, test. Think like your reader. Please do not send a message at midnight, unless your readers are insomniacs.
Email marketing – Frequency
Too much of a good thing, is not a good thing. You are fantastic. Your clients and customers love you. But, even if they are a huge fan, they likely do not want to hear from you every day. Only you can truly answer the question of how often your subscribers want to get your messages. As a general rule, you might want to send a newsletter at least once a month. Once a week might work as well, but if it is more often than that, you probably need to have something very specific about your business that changes daily. If you are sending daily emails and marketing the same thing again and again, that is far too aggressive.
Email marketing – Subject Line
A masterful subject line can really increase your open rates. Think of the subject line as the title to your email. It is designed to get the attention of the reader. It does not sell the items in the email. It encourages and intrigues the reader to open and read the email. “This is the March Newsletter” is not something that gets my attention. “It happens in March” might get my attention. What happens in March? I do not know. I would need to open the newsletter to satisfy my curiosity. Go with what works, but put a limit to your cleverness. Nicknames, double entendres, or odd-spellings could work, but they could also fail disastrously. You need to be clever, but not confusing. If you need more help, this subject line ecourse might be of value to you.
Email marketing – Focus on Them
Finally, and most importantly, always focus on them. Email marketing can be an incredibly effective marketing tool, but only when focused on your target market. Always think about the needs and wants and your target market and speak to that. Your readers fully understand that you are a business, but if you are aggressively selling all of the time, that is too self-centered. Follow a balance of 80/20. The majority of the time, 80% of the time, you should be focused on the reader. Provide valuable tips, discounts, advice, or other content they might find to be valuable. Consequently, 20% of the time you can focus on yourself. That is your pitch. This balance is reasonable for your readers and it will help to keep them opening and reading your email campaigns.
Email marketing – Next Steps
But, all the best advice in the world is not so great without action. If you need some helping putting these tips into practice, click on the button to schedule a no obligation, no cost phone consultation with me so that I can learn more about your company and how I can help you with your marketing strategy.
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