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The Perfect Email: How to Get Opened, Read &Responded

by IBNS 03 Jan 2018, 12:49 pm

You take so much effort to craft an email, only to find out that the recipients have not even opened, read or responded. Isnt it frustrating? Did you know that 40% of adults never read marketing emails?

That they don’t like to be bombarded with unsolicited emails is one side of the coin. There are several other reasons why they simply press Delete button to dump their emails in the spam or junk folder. Your timing of sending the email could be wrong, it could too text heavy, the subject line isn’t effective or there is no personalization.

Instead of being disappointed, you need to adopt an email strategy that ticks all boxes that get your emails opened, read and responded. Here are the best practices that make your email perfect.

1.      Know Your Target Audience

You can’t send emails to every Tom, Dick and Harry. Define your target recipients in terms of their demographics. For example, if you are in the business of HR consultancy, your customers are likely to be the companies with at least 10-20 employees. Startups, sole proprietor firms or partnership ventures with less than five employees will not require HR services. Similarly, if you provide consultancy only in specific locations, the audience size becomes more definite. According to an extensive reportby DMA on email marketing, Segmented and targeted emails can generate 58% of all revenue.

2.      Send with a Clear Marketing Goal

What is the purpose of an email campaign? It could be to create brand awareness, offer discounts, generate more leads or fuel repeat purchases. The marketing goals will ensure that you write a specific mail.

3.      Personalize the Emails

Statistics reveal that:

·         Personalized email messages improve click-through rates by an average of 14% and conversions by 10%.

·         Emails with personalized subject lines are 26% times more likely to be opened.

(Source: CampaignMarketer)

Your email should address the target customer by name instead of generic style ‘Dear Customer’. It is also advisable to write the emails in conversational and 2^nd person narrative ‘You’ – it adds a more personal touch. They should be able tofind a motivation to read the emails and know what’s there for them. If possible, you should include the details of their previous purchases for a subtle reminder that you value them as your existing customers.

4.      Focus on Every Element of Emails

Whether it is the sender’s name, subject line or the body of the email - every element matters to making it perfect. Ideally, the email size should be such that customer can see in a single preview from their desktop or mobile phones. Let’s take a look at each of these elements:

·         Sender Name: Obviously this is the first thing that the recipient notices in an email. So, make sure that your email id includes either your name or the business name. The more specific the email ID address is more credibility it will establish. An email id like info@myntra.com is likely to receive more response than noreply@business.com!

·         Subject Line: It should be enticing without sounding predictable, urgent without being uncanny, crisp without being cryptic and action-driven without being unemotional. In a surveyby Digital Marketer, of the top performing email subject lines, there were eight common factors:

o   Self-interest

o   Curiosity

o   Offer

o   Urgency/Scarcity

o   Humanity

o   News

o   Social Proof

o   Story

·         First Line: The starting line of the email should focus on ‘You’ instead of ‘I’. Make the customer central point of the conversation right from the beginning.

·         Copy: The body of the emails should also be short and sweet, ideally around 150 words and less than 5 sentences. If your product is such that you need to explain more, then you could insert a link that will take them to a web page for further information. Include urgency triggers such as final, last day, limited period, today, tomorrow, now and only 24 hours left. A call-to-action button such as ‘Start the free trial’ or ‘Click her to know more’ also make agood element of the copy.

5.      Time it Right

Did your digital marketing training teach you that there is a perfect time to shoot your emails? For example, Monday, Tuesday and Wednesday are the best open days while the weekends are considered the worst days. Similarly, 11 am works fine to send emails from Monday to Saturday and on Sunday, its 9 pm!

6.      Don’t Spam

Stick sending the emails to the subscriber list because they have given their consent to receive emails. However, it does not mean that you keep spamming their mailboxes. The frequency of emails should be ideally 1-3 emails a week. Anymore than that will have them opt-out.

With the above tips, you should start seeing the results immediately. If you want to get an elaborate insight into what and how of emails, it is advisable to enrollincourses in digital marketingthat have a special focus on email marketing.

Talentedge facilitates working professionals in stepping up the career ladder by offering a range of courses in the most current domains, from the top institutes. If you want build your career in digital marketing, head to their website and check out the range of courses.