If you have worked hard and built a good, solid list OR you are just starting your list, then learning to write great email is a skill that is a must-have.
It is never too early, or too late to improve email marketing so that you:
Get more subscribers.
Get higher open rates.
Get higher click through rates.
Get more sales.
If your email is not bringing in the results that you want or expect, it is time to see how to improve those numbers.
What To Expect As A Baseline
It can vary widely depending on:
Time of day
Platform (Desktop, mobile, etc.)
A good rule of thumb is a 20% open rate, 3% clickthrough rate and a 0.4% unsubscribe rate. About 1% of customers end up buying. If your numbers are not in your favor, it is time to work on your strategy. If you want to improve email marketing, you need to know where you stand. Record your starting numbers.
Easy Ways To Get More Subscribers
Part of your strategy to improve email marketing is to bring in more subscribers.
The big guys have tens of thousands of subscribers accrued on multiple lists. They make 6, 7, 8 figures. No joke. If you are just starting out and want to make enough to pay your rent, then you will have to work hard. How hard? How much do you want to make? It just depends on your goals. Start small and stretch your goals to be sure you keep growing.
Stagnation will kill your income.
Let’s dive in.
Focus on the basics.
If you want to improve email marketing right off the bat, set up a good infrastructure. Go with paid hosting instead of free, get a quality autoresponder, make sure your site is almost never down for maintenance and be sure it’s fast-loading. You want to build an email marketing campaign on rock, not sand. Worry about fancy bells and whistles when you have more experience, so you can master the basics of email marketing. Don’t cheap out by using free services. You will regret it.
Flesh out realistic goals.
How many subscribers do you want in your first 30 days? 60 days? 90 days? How many marketing techniques will you use to obtain them? Adjust your goals as you start accumulating subscribers and improve email marketing strategies.
Targeted traffic cannot be understated. Of course, you can jump on a free traffic exchange and get a bunch of junk traffic to your site. But those visitors (many times just bots that people use to fill a quota) don’t have the same value as getting visitors from a guest post in your niche. Again, getting cheap traffic does not pay.
Be sure to go after traffic in your niche, or a complementary niche. Build a social media page, write articles and syndicate them, shoot videos, whatever you have to do to get that targeted traffic.
One of the best ways to improve email marketing is experimentation. Experimentation can come in the form of split-testing, creating something totally new or even changing the times that the emails go out. Experimentation comes with risks – you could end up bombing big time. But as an email marketer and entrepreneur, you understand that no one ever makes it by sticking to the status quo.
That being said, there is a line between calculated risk and reckless stupidity. Before experimenting, take the time to see what other marketers are doing that has been successful for them. It may work for you, it may not. Keep going. Hang on to the strategies that work, chuck the rest.
Improve Email Marketing With More Open Rates
We must talk about open rates, because you can have tens of thousands of subscribers, but if they aren’t opening your email, then you are not reaching them. And that hurts your bottom line.
How can we get more of those emails to be opened?
Improve email marketing with great subject lines.
Subject lines are the first thing that people see when they see an email. In a nutshell, a subject line is your title.
Here is a good template for good email subject lines:
Assuming all other factors neutral for the moment, let’s look at what I think are 7 most important ingredients of your titles:
You can read how to use each tactic here.
Industry language is key to attracting those that are in your target market. Think about a foreign culture – if you want to attract Americans, then you write something that attracts Americans. If you want to attract Americans from a particular part of the country, say, the East Coast, then you write something specifically for them.
It is the same when writing for those in the industry. Using industry language will keep a cohesiveness in your email marketing campaign that the reader responds to.
These are a list of the some of the nouns and phrases used by industry:
- Amazon Fire
- Content creation
- Book writing
- Content writing
- Copy writing
- Press releases
- Graphic Design
- Video editing
- Customer service
- Customer support
- Order processing
- Call Center
Sales and Marketing:
- Affiliate marketing
- Bulk marketing
- Email marketing
- Social media marketing
- Internet marketing
- Viral marketing
Subject Line Examples
Now that we have a list of words from several industries to get your juices flowing, let’s look at some great titles (subject lines) we can write from these words.
How To Make Your Marketing Look Amazing in 10 Minutes A Day
How To Handle Accounting Challenges And Not Break a Sweat
How To Learn Joomla in 7 Days
6 Facts About WordPress That Will Blow Your Mind
Ramp Up Your Customer Service Skills in 10 Steps
8 Enticing Ways To Get People To Watch Your Entire Video
Who Needs Good Tax Professionals?
Do You Know Where Your Next Sale is Coming From?
How Do You Hire The Best Human Resources Personnel?
As you can see, there are thousands of excellent subject lines that you can create. You simply need to think about powerful words that your industry can relate to, create a compelling title and paste it in your subject line.
5 Hacks To Raise Your Clickthrough Rates
Open rates are just part of the equation. The next part is creating content that people will want to read and click on. Your autoresponder should tell you the rate by which people are clicking on your links and where they are clicking.
Here are just a few of the ways that you can get people to click your links and promotions.
When segmenting, most people think about sending emails based on demographics. But you can also send email based on behavior. For example, some emails can be especially for very active users, others, for less active, and finally for those that opted in but never opened an email.
You can also segment based on people who open, but never click or buy, those who open and click but never buy, etc.
The larger your list and the deeper your segmentation, the more likely you are to get people to click on your links.
Writing great content is arguably one of the best ways to get people to click on links. Content should be around 400 – 800 words (but that is NOT written in stone).
Experiment with other types of content. Did you know that clean, professional images can help organize your content and control clicks?
Telling stories can help you connect with your audience. Email recipients already have you in a more private forum – their email inbox. Telling stories is one of the favorite ways that both marketers and the audience like to get to know each other.
Some of the favorite stories that marketers share are:
- Anecdotes – random thoughts that are tied to the main purpose of the email.
- Struggle – a difficult time or situation and how it was overcome.
- Daily life – something that the marketer is doing that they can do because they work from home or have financial freedom.
They say, “Fake it till you make it.”
Unfortunately, some marketers take it a little too far. If you have been a marketer for any length of time, you have seen the stock photos of Ferraris, beaches and guys in business suits on the beach. You’ve seen the pictures of really fancy mansions, hot women in bikinis and private jets.
These images are meant to tap into the majority’s view of how the wealthy live. If you aren’t living that lifestyle, do you think you should put it in your email? If not, why not? Instead, why not show people how you really live?
Show them a copy of your mortgage that’s paid off. Or your kids in their private school uniforms. Celebrate the fact that you paid off your student loans, can shop at organic food markets, or even a new car. Your Honda. Hey, it’s a new car that your business helped you purchase.
People are smart. They can smell a fake a mile away and they are tired of it. Show them that you are different. Show them that it’s the smaller goals in life that are more important than showing off a lifestyle that isn’t even yours.
Note: if you DID actually buy a Ferrari, then celebrate it with your fans. Being real means being yourself and sharing that with your list. That includes actual Ferrari owners.
Get Sales Like A Pro
Before I continue, I want to clarify something. Getting sales is the end result of the value you provide. If you focus on sales first and value second, you will definitely blend in with the crowd – the thousands of marketers out there that are blocked and ignored every day.
Focus on value first, on building a community. In order to distinguish yourself and create a list of raving fans, you have to unify on the basis of belief. Beliefs are core to your audience.
Chipotle serves socially responsible, healthy food to their customers. They make everything fresh in front of the customer. Customers who believe that eating socially responsible, healthy food makes them contribute to the planet will eat there over many other places. Chipotle has a lot of loyal customers.
On that thread, the way you write is important. All copy has to adhere to that core belief to make it work. Convincing people to buy by tapping into their individual problems, discussing their fears and persuading them to buy works much better than outright selling them straightaway.
This brings us to the call to action. Simply put, the call to action is directing the reader to take action. Some use buttons, other use links. Some publish half a blog post on email, bring the subscriber to their blog, finish the post and place the call to action on the blog.
Some great calls to action are as follows:
Find out more here.
Learn more now.
See what fits your needs here.
Download your free copy.
Order in the next 12 hours and get…
You can see more great calls to action here.
You have now seen the different ways you can improve email marketing. You have learned hacks for getting more subscribers. You have studied tips to get higher open rates. You have seen what it takes to get more clickthrough rates. And finally, you have an idea of what it takes to get more conversions, a.k.a. sales.
So the next question is, do you hone these in all at the same time, or work on them one by one?
The answer is: both.
Start backwards, with conversions. Tweak your conversion strategy and set up a method to get people to buy. Next, work on clickthrough ideas. Then work on open rates and finally bringing people in. Repeat.
In this way, you can upgrade your funnel before bringing new people into it. The trick is to deliver the most value you can. If you bring in new people, but your content is blasé, then you might risk turning them off right away.
That’s it. Study the links and data and work on your own list. To improve email marketing, you need to constantly work on your funnel.
What have your results been? What suggestions or questions do you have? Comment below.