If you’re tired and frustrated about not getting responses to your emails, it’s time to make some major changes. These tips are quite simple, you’ll be surprised. And once you understand the concept of why it works, you’ll ask yourself why you haven’t done these before. Contrary to what most email marketers believe, outrightly asking for a reply or using ready made templates in your emails just simply does not work.
Your goal is to deliver emails that will generate responses consistently. This is why your brand should focus on authenticity, sincerity, and empathy. You need to learn to put the needs of your recipient first. The rest will follow.
If you do this, you will not only earn clicks and responses, but the conversation about your products and services will also largely increase and it will be noticeable.
As I looked more into it, I realized that it is really the simple change I’ve made that made a huge difference. Focus on building connections through email with core clients.
While most of my colleagues sent the typical “How’s it going? We need to talk…” emails, the type that have some chances of being opened but never generating any responses, I focused on building a system that was not only successful but measurable. Here are some of my best practices:
- Spend 30 minutes a day for emails that build connections. This should showcase your knowledge of new products and services. Share your thoughts on them and give your informed opinion on how successful these products and services are likely to be.
- Send minimum 2 emails per day.
- Tie your responses to future promotions.
With these simple practices, the connection I have built with my customers became a solid system that I continue to use that is still getting me results to this day. I did a test of a members-only online newsletter and they proved to have an opening rate of 47%, compared to the average 5%, and a response rate with an average of 35%. That’s a huge difference in numbers and it’s palpable, measurable, and the great thing is it’s sustainable.
But it’s important not to lose track of what I’m trying to impart. The point is not that I got lucky with email marketing in just a short period of time. It’s realizing that email outreach is a powerful tool if you know and are willing to revise your process, and focus on the practices that get you meaningful responses, not just clicks and opened emails.
And while social media has gained popularity as a great way to reach out to customers recently, with thousands of dollars being spent on sponsored posts, email is still one of the best and most effective tools. It can successfully conduct outreach while building lasting connections.
Though surely, you are already sending emails more often than you’d actually like. You’ve also probably read a lot of similar guides to email outreach that you’re disappointed that you find yourself reading another post about it. Well, the good thing is you’re in luck this time.
The fact is that you can be effective at email whether it’s for marketing or outreach. In my opinion, content marketing and SEO will be a lot more effective if we place more emphasis on improving our emails and making them more effective, the way we do with social media.
Before we get to the foolproof strategies that have been effective for over a decade, here are some things worth mentioning.
- This guide will not cover details such as subject lines or the length and words needed for such, open rates, or the best times you should send your emails.
- The tree things that inspired me to share this guide are: the pervasiveness of vastly ineffective email outreach, the importance of email communication to marketing and SEO in general, and just my strong wish to impart the few simple elements I’ve discovered to be effective for many years.
So let’s get right to it! What are the foolproof ways or strategies to start those responses streaming in your mailbox?
Give the WIFM (What’s in it for me?)
First thing you need to make sure is to get to your point immediately after your opening salutations. Show your reader that you value their time and that you used your own time to identify your reader’s needs and how your brand can help meet those needs.
Some points to keep in mind:
- Your subject line should not only intrigue your reader, it should also make them want to see what you have compiled for them.
- Keep your opening brief and straight to the point.
- Provide information that is in line with why your recipient would be likely to read and subscribe to your blog or mailing list.
- Be brief.
Any brand can follow this pattern and create this type of email. The goal is to remember that it starts with having empathy for the person on the other end of the screen. Provide clear goals for your brand and show your willingness to respect their time.
Make Your First Sentence Attention-Grabbing for Mobile Readers
At some point, we’ve all resorted to using clickbait-y subject lines. And we’ve all experienced receiving the same type of emails. If you really want your readers to open it up, you will have to think differently.
Today, most people open their emails using a mobile device.
You need to understand that in order to get people’s attention on a smaller device, you will have to disregard the subject line and use the first sentence of your email, which is often easily visible via mobile.
You don’t always have to use the customer’s name on the first line. If they recognize your brand, they don’t need to know that you know who they are. They need to know that what you’re sharing is of value to them at that particular moment.
So while you’re working on writing a catchy subject line, make sure to spend time to choose the few important words for your first sentence.
Two things I learned in the course of my career. It’s something that have stuck with me for the longest time.
- If you spelled your recipient’s name wrong, no matter the content of your email, they will discard it.
- If you misspelled words in your email, it will be discarded.
I found that many people have the same sentiments. Always take the time to learn who you are writing to. This could make or break your email outreach success.
If you seriously want your emails to be opened, show them that you can help them solve a problem they are facing.
Here are some statements that could be effective:
“I know you’re in the process of…”
“Companies facing the same challenges as yours…”
“Your team is doing a fine job but are likely to be exhausted…”
Then you can step in and provide a worthwhile answer. That is more likely to earn attention. Showing your reader that you understand their pains, their concerns, and challenges is key. They need to know that you took the time to find the solution and most important, that you are the one to handle it.
Do your homework to know the issue that your customer or reader is facing. Let them know you have a way to solve it.
Define Your Call-to-Action (CTA) and Clarify the Next Steps
A lot of email and content marketers fail on CTA’s. Sometimes, they’d write content that simply ended without urging any action from the reader. No thoughts about the next steps for the readers. Don’t make the same mistake.
Before the end of every email you send, make sure to highlight the next steps that you intend. Link it if there is a web page or associated with the action. If there is a free trial, link it to the sign up page.
Know How to Write the Ending
You need to end your email in a high note. There are certain effective wordings in your closing that are more likely to incite action and response.
For example, “Thanks” is a good ending that shows gratitude for taking the reader’s time. But there are studies that show that the closing “Thanks in advance” increases chances of responses.
Other responses that generate an increase in effectiveness in descending order, include: cheers, kind regards, best regards, and best.
It is important to do continuous testing to see which closing remarks are the best. Results will vary.
Now It’s Up to You
None of these tips and recommendations are rocket science. Anyone can learn and do them at any time.
The best you can do is to give it a shot.
Most likely, you are already spending a lot of time and energy in emails each day – that’s why you’re here! It is definitely worth taking the time trying and testing ways to better engage customers through this medium.