Low Email Click-Through Rates? Here’s the Secret of Digital Marketing Experts
You’ve probably heard other people say that email marketing doesn’t really work. And when you think about all those marketing emails going straight into your spam folder, you’d probably agree with them.
But then again, digital marketing gurus from Convince and Convert say that people spend 138% more on products marketed to them via email compared to those who discover products through other platforms.
Who wouldn’t want to take advantage of that?
You see, email marketing isn’t just sending out emails – it’s about sending emails the right way, to the right people.
So let’s start with knowing how NOT to scare people away through your emails.
Your first sentence alone can make all the difference. It only takes a 10th of a second for people to form a first impression about you. Botch that opening, and you throw all chances of your email working out the window.
Here are opening sentences you should avoid at all costs when writing content for your email campaign:
“Hi, my name is…”
This line may have catapulted Eminem to superstar status, but it’s definitely not going to work for your emails.
Guess what – your name appears not only on the “From” field, but on the signature as well. And this is not a college meet-and-greet; it’s an opportunity to show that you’re an authority in your field. And when it comes to digital marketing, authority is everything.
Instead of wasting an entire line on your name, go straight to the point. Jump to a relevant statistic, or mention a fact that makes your recipient go, “Yup, this is meant for me.”
“I’m from…” or “I work for…”
The moment you start your email by saying who you work for or what company you’re from, they immediately put their walls up. They immediately see you as someone who’s out to sell them something.
Don’t get me wrong, though. I’m not saying that you can’t say who you work with or what you do in the entire email. I’m just suggesting that you do it naturally.
Take a look at this example from HubSpot:
See how natural that was? It actually felt like an acquaintance reaching out, and not an unknown salesman knocking on the door.
What if you don’t have any connection with the recipient just yet?
Then skip the company mention for now and leave it to the latter parts of the email. Find something else to capture the recipient’s attention, preferably something that addresses their pain points, or something that you know they are already interested in.
“Did you know that…”
Best practices in content marketing include the use of statistics and facts. Yes, data is always a great way to start your email. Unfortunately, this opening has been used by soooooo many marketers and salespeople before that it has become cheesy and highly predictable.
So what’s the best way to create a sense of inclusivity (and hopefully some urgency) when you use statistics to open up your email content?
Just say it.
Instead of saying, “Did you know that email marketing can deliver an ROI of up to 4400%?” just say, “Email marketing can give you up to 4400% of ROI when done right.”
If that feels too abrupt for you, then you can go ahead and personalize it a little. Say, “You may be at a point where you’re giving up on your email marketing altogether. But we have seen our clients get up to 4400% ROI on their campaigns, so now’s not the time to call it quits just yet.”
Who doesn’t want to be congratulated on huge milestones? It definitely makes people feel good when people recognize them for a job well done. However, when it comes to email, the word “Congratulations” has been given a whole new meaning.
“Congratulations, you have been chosen for a raffle that can give you up to $1M in prizes!”
“Congratulations, you’re one of the chosen recipients to an amazing prize!”
Yup, those are the usual opening lines to emails that usually end up on your spam folder. Now, some of them may be legit and could actually be sending you a genuine congratulatory message. But will you risk having your email lumped in with those form emails that recipients avoid like a plague?
The same rule still applies here – just go straight to the point!
Avoid your dilly-dallying. Instead of saying, “Congratulations on your new website!” you can say, “I saw your new website, congratulations on that! It looks like an exciting time for your company, considering the steps that you’re taking towards a more digitized platform.”
“I hope you’re doing well…”
You may think that this shows concern and creates a connection. But this is not your friend you’re writing to – it’s a potential client, follower, or partner.
It’s also the same thing as opening a first date by saying, “How’s the weather?” It automatically tells your date that the evening is going to be boring.
Skip the small talk. Jump straight to the core of your message. Always keep the do’s and don’ts of content marketing in mind. Remember that this is still content, but delivered in a more personal manner. Hit them right where it hurts right away so that they know that this is something that’s going to benefit them.
Open smart, open strong. That’s one thing you have to remember each time you send out an email. With people all around the world opening dozens of emails each day, you don’t want to be the one that gets sent straight to the trash bin. You want to be the person whose emails they will always look forward to each and every time.