Let’s be honest – there’s a lot of competition out there vying for email opens. It’s not easy coming up with that one perfect headline that’s going to stand out from the rest, and no matter how many times you tell some people to OPEN THIS MESSAGE IMMEDIATELY, they’re going to respond with apathy (and by clicking “move to trash”).
Email marketing is a cutthroat business. If what you have to say doesn’t get people’s attention immediately, chances are it never will. Here’s the thing, though – those people got on your list for a reason, and most of the time it’s not because you’ve convinced them that you’re an awesome e-book writer and they can’t live without that digital download you promised. So why did they opt in?
You’ve heard the old marketing adage, “You don’t sell the steak, you sell the sizzle,” right? Well, that’s no less true in email marketing. The next time you’re in a restaurant and someone orders the fajitas, take note of the heads turning when that sizzling flat iron makes its way across the dining room.
That’s how I want you to look at email marketing. Your message is the sizzling flat iron in the middle of a crowded, noisy restaurant. With everything else going on, it still manages to get people’s attention. Master the art of the sizzle, and you will crush it with email marketing.
So how do you do that? How do you accomplish that sizzle? Well, we have a few suggestions for you, so give the rest of this article the time it deserves, and your conversion rate will thank you for it on your next campaign.
Getting Personal? You’re Doing It Wrong
It’s true that you need to figure out a way of developing a relationship with people through your emails or you’ll never establish enough trust to earn the sale. This often isn’t done in one message, no matter how many times you use the person’s name. To be honest, that in and of itself is neither personal nor effective.
So if you want to create that sizzle, you need to figure out how to get personal without being on a forced first-name basis with your prospects. For starters, some people actually get offended by it. Some folks don’t like being dealt with by perfect strangers as if everybody has known each other since grade school. Assuming that you’re on a first-name basis with your prospects could actually alienate more than a few of them.
Another problem is the climate of data breaches and phishing scams that have a good lot of people on edge when it comes to other people “knowing too much” about them. It is possible to speak to a broad audience and to the individual at the same time. Forget about, “[NAME], It’s Your Lucky Day!” [NAME] is likely to be put off by that. If you really want to impress [NAME], start by demonstrating that you know what he or she is into. Appeal to the things that give [NAME] good vibes.
Remember, that person got on your list for a reason. What is the ideal avatar for this particular campaign? What problem, issue, or pain did you promise to fix when you captured that email? How does that person’s lifestyle mesh with the message you want to send? These are questions you need to have answered long before you offer him or her that e-book. And you need to incorporate them into the narrative.
Bottom line: Don’t force familiarity. It never works. Prove to readers that you understand them and demonstrate that understanding in your overall message, not in a canned greeting.
Keep the Subject Simple
The longer your subject line is, the less likely anyone is going to read it. In fact, studies have shown that emails with the best open rates have 10 characters or less in the subject line. Some of the most engaging emails out there begin with subjects like, “Wow!” “Really?” and “Guess What!”
Of course, you don’t have to be that simplistic. Longer subject lines, about 50 characters, also test well for open rates. Subject lines over 70 characters get better engagement.
So ask yourself: Do you want to get more clicks or raise more awareness? If you want your message to elicit conversions, go for a more detailed subject. If you’re going for momentary excitement to get the click-through, take the “Wow!” route.
Timing Is Everything
It might surprise you to learn that the best time to send an email is sometime between 8 p.m. and midnight (recipient’s time). The reason for this is simple: not a whole lot of marketers are sending during those hours. They’re banking on interrupting someone’s boredom at work or trying to snag click-throughs during “prime time” around noon and after 5. Send a little later, and odds are your open rates will increase.
Mobile Matters
Nearly half of all email opens currently take place on mobile devices. When you select your email service, make sure it uses a responsive platform. Here are a few ways to do that.
- Limit characters to 35 per line. This ensures that the message can be read in virtually any format when holding the phone vertical or horizontal.
- Use a slightly larger font. Squinty words don’t get read on small screens. Make your message readable on mobile.
- Make sure your click-through buttons are around 44×44 pixels and keep them toward the middle of the screen. Why? Because most mobile users use one hand to scroll and tap. Make it easy on their thumbs.
Remember that even as times and technology change, email is still an enduring and effective tool, especially for marketing. Believe in the medium as well as the message. Email can be a goldmine if you use it correctly.