Just take a moment and picture this.
You subscribe to someone’s email marketing list. Very excited you receive the first mail and read it. The next day you receive the next mail, and the day after that the next, and the next and then you just start deleting them.
I know, you don’t want to admit it, but then at some point you unsubscribe in total to the list.
Yes, I know it sounds harsh, but have ever wondered why? If you do it (even to some of the lists you’ve subscribed to), others might do the same to you?
So what is the problem? Why do they unsubscribe?
Emails between 5o and 125 words has the best response rate of just of 50%
Take a look at your own email you’ve send to your subscribers. No, don’t read it. I believe that your content is ok (at worst). A lot of the time it is not about the content, but the way content is presented. I admit, as a designer I tend to get bored with content quicker than the average person.
In today’s day and age, where people are more visually inclined, people tend to get bored much quicker than about five or eight years ago.
Don’t get me wrong, I don’t say that you can have crappy content as long as you have a beautiful designed email. If your content isn’t good, you won’t have their attention for long.
Take a look at these three examples. The one left is super long and visually boring. The one in the middle starts with a beautiful, eye catching image with complimentary colors in between. It’s also not as long and more to the point. The chances that you will read this compared to the one on the left – much higher! The one on the right stands out from the rest by a mile! It is colorful, visually interesting with just enough text to draw you. The other bonus of this form of email is that it is set up to drive traffic to their web.
So here is what you need for successful email marketing:
1. GOOD QUALITY CONTENT
Always remember that content is still king. Research shows that almost 25% of sales emails aren’t even being opened. That means a lot of time you’ve wasted over writing something nobody is reading! So make sure that what you write counts.
Remember the following when writing your next marketing email:
- Emails that is between 50 and 125 words has the best response rate of just over 50%. Other research suggests a mere 20 lines of text maximum. Just remember that this is not set in stone, but only a guide and will differ according to the exact nature of the business.
- Emails should be written at a third-grade reading level. They show the highest response rate. So keep your language use simple and to the point. Don’t try to impress with fancy words.
- Have a call to action. Ask a question, have a poll. People’s response rate is 50% better when a question is asked, compared to emails that has no question. So ask away. You can as an example, ask people to respond if they would like more information regarding a product or service you are talking about.
Remember that it’s not about writing longer emails, but rather better quality emails!
2. LOOKS DO MATTER
Readers usually scan your mail for less than two seconds to decide if they want to continue and read your mail. Taking care of the design is of vital importance in order to convince readers to actually read your mail. Some points to remember:
- Remember that a lot of users will be reading your email on a mobile device. Make sure that your email design is responsive to ensure that it looks amazing no matter on what device you read it.
- To jazz up your already good content, make sure it’s engaging and interactive. Studies have showed that people love interactive designs far more than stagnant information. Good headings, with enticing teasers and click through to the web might get you a lot further than a long story.
- Add some photos. Adding photos to your email adds visual interest to your emails, keeping the reader intrigued and interested. Show your products, behind the scenes, your shop or whatever fits the topic of your mail. Remember, people shop with their eyes. You should however just keep in mind that not all email service providers automatically shows your images. Remind your reader at the beginning to view it in HTML format.
- Use the 30/70 ratio for design. Your email shouldn’t be just images either. A good rule of thumb is to only use 30% of your email space for images and the other 70% for text.
- Color is another very important part of your email design. I know that I mention it a lot, but you create a mood board for a reason. The colors you’ve chosen says something about you or your business and it evokes a certain feeling when people see it. Stick to it for the most part. That way it is easy for people to visually associate with you. Remember that it is okay to break this rule, as long as there is a very good reason behind this. If you usually use pastel colors, it’s ok to use a bright green when it is Earth Day. Or use red or a bright pink when you have a sale. As long as there is always method behind the madness, if not, you will just end up with some confusing madness!
3. EMAIL MARKETING FREQUENCY
The question of how often you should send out your emails is another tough question. There is a very delicate balance between smothering your subscribers with too many emails, resulting in unsubscribing, and missing out on potential chances to sell your offerings.
A good rule of thumb is to send between four and six emails a month. Entrepreneurs should learn to use their email marketing more strategic. Leave them wanting more. That way you will ensure that they will read your next email and not just delete or unsubscribe.
So maybe it is time to take a hard look at your own email marketing and how you use it. Do your leave your subscribers wanting more, or are you overwhelming them to the point where they just unsubscribe.
Remember that a good freebie as opt-in is wonderful. Always make sure that you back it up in the right way, instead of people just “popping in” to get your freebie.
Email marketing can be a wonderful too to grow your business and expand your products or services.
Just remember that emails without a strategic plan and goal might just be a waste of your own precious time.
Make sure that the time you spend ends up giving you a return on investment.
Until next time!
