As an email marketer, your utmost responsibility to your subscribers is to make sure you are creating emails that they can’t wait to open and actually enjoy receiving.
“The average person is very protective of their inbox, as they should be. So when they get an email from someone they don’t know, they are cautious. Sure, some don’t mind, but some get annoyed, weirded out, or even angry”…..says Neil Patel, Quicksprout.com
Imagine what you could do if 50-60% of your list opened and interacted with your emails.
The most important first thing you need to do after someone signs up to your email list is to make sure that you deliver on whatever you promised right away.
While you are still fresh in your website visitors minds the next thing you need to do is: set clear expectations with that very first follow up email. So, what you say in this email can either help you sustain high open rates in future emails or scare off subscribers.
To achieve the above results in your email marketing strategy, you will need to utilize Neil Patel’s 8 Steps to creating emails that your subscribers will actually WANT to open:
Step 1: Start With an Enticing Subject Line
- Use numbers
- Numbers are specific, easy to read, and intriguing.
- Induce curiosity
- Curiosity is powerful.
- When we want to know the answer to something, it gnaws away at us until we find it.
- The key is to be specific about an event or result but be vague about what led to it.
- Keep it short
Step 2: It’s All About Value
- Think about why new subscribers open that first email: it’s to get something.
- You have something they want, whether it’s knowledge or a tool.
- If you pitch too soon, too frequently, or too hard, you’ll scare away a potentially good prospect.
- You have to earn trust by giving away value, time after time.
- Once a subscriber realizes that you’re not just trying to make a quick buck off them and that your work is actually making a difference in their lives, they will start to trust you.
- Trust takes time
Step 3: Make It Personal
- Here is how to make friends with your subscribers:
- Share interesting personal stories
- Talk to one person—add personality
- If you try to rush, you’ll freak people out
- Relationships take time to develop.
- When it comes to your email list, you need to share stories and personal details one step at a time.
- When someone first subscribes, they might like to know who you are and one cool fact about you, but they don’t want your life story.
Step 4: Create Cliffhangers
- Think of every email you send as an “episode” that leads to the next.
- You should always build upon each email you send.
- Here are a few ideas to creating a cliffhanger:
- Simply continue a topic your subscribers are already interested in.
- Or you can be even more subtle like slipping in a few teasers throughout your email or at the end in a P.S.-simply by asking 1-3 questions that most of your readers will want to know the answers to, which will then prompt them to open your next email.
Step 5: Email Shouldn’t be One-Sided
- What’s the solution?
- Get your readers involved. By asking questions to entice your readers to respond
- Never make your readers feel like they are sending their responses into a black hole.
- When they ask a question at the end of an email, make sure to point out that you respond to all emails or, at the very least, read them.
- Respond to as many as you can…..it’s the best way to build relationships with your readers and gain true fans.
Step 6: Bigger Isn’t Better
- If you are going to write lengthy emails, you’d better have something really important to say.
- Because, if your subscribers read through all of that lengthy email and get nothing out of it, they aren’t going to do it again.
- Unless you have a good reason, you should stick to a short clear email because shorter emails get the highest opens and click-through rates.
- With less content, every link you include will stand out more.
Step 7: Function Over Form (make it readable)
- If you don’t make your email quickly loadable and highly readable, your subscribers are just going to delete it and move on to the next one.
- Here are a few key tips to remember:
- Images and formatting should be kept to a minimum in your emails.
- Format for all devices
- Make links obvious and easy to click
- Always keep in mind the point of your email.
- Here are some of the things you can do to maximize your click-through rate:
- Use a bigger font for links
- Put links on a separate line
- Bold links
- Put multiple links to the same post with different anchor text
Step 8: Send Consistently and Deliver on Your Claims
- Right within your first email, you should indicate how often your new subscribers will be getting emails from you.
- Now you just have to take care of one last piece of the puzzle: what happens after your readers click the link?
- It’s better to be honest in your description of what you’re linking to and have a lower click-through rate than to be deceptive to get more clicks.
- The short-term greed will lead to long-term declines in engagement and list size.
Email marketing is the most effective type of marketing there is so it’s important to remember that the above 8 steps are guidelines, not rules.
Once you have a much deeper understanding of these guidelines, and gain experience, there’s no reason you can’t achieve consistent 50+% open rates and record profits.
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