E-mail marketing is a powerful channel to leverage your business, but if your messages are not read then you are wasting your time.
Many people are complaining because their messages are not opened, therefore they don’t get results.
Most people do not open the e-mails because they are tired of tricks like this: Subjectline: Firstname, Happy Birthday, then the message has nothing to do with your birthday, it is only a trick to make you open the e-mail and offer you a crap product.
There are many other tricks that people use to make you open the e-mail, I am sure you know a lot of them, then when you receive a message with this kind of subjectline you don’t open it.
At the same time you identify those that use this strategy and in most cases instead of opening the message to cancel your subscription you delete it to save time.
On the other hand there are marketers that use to offer products and more products, beginning with the first message and this is the only thing they do. They don’t give useful information, they don’t help their subscribers, until one day their e-mails are not more opened.
There is something that you have to know and understand, and it is that your first message is crucial. It is almost always opened because your subscribers want to know you and what you have to say.
In your first message you have to create confidence with your subscribers, say who you are, your purpose and demonstrate that you are honest and want to help, that you really take care of them.
Don’t try to sell in your first message because it works only in a few cases, that’s a wrong approach and you could lose your subscriber.
Create a follow up e-mail campaign to keep in touch with your subscribers, continue helping and educating them and building relationships. At the end of the message with your signature place a link with the product that you are promoting – it is like your brand…In this way you are not directly proposing a product.
When your subscribers realize that you are really helping them to grow and that they can trust you, then and only then it is the right time to offer them directly products – I mean high quality products, not crap. You’ll see that you’ll have a very good conversion rate.
If you have created relationships and trust, you don’t have to brainstorm to create subjectlines, because in most cases when your subscribers see that the message is from you they don’t give importance to the subjectline and open the e-mail.
Put yourself in the shoes of your subscribers, think like a subscriber, then create your follow up e-mail campaign keeping in mind what a subscriber would like to receive.
Thank you,
PV Reymond
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Andreas Lenz
1627 days ago
Hi PV!
That seems a really good advice. At least the part with the trust building and not only selling but helping, yes, then your mails should be opened more often.
But nonetheless I think that you can use certain headlines to get your emails opened more often.
I wonder, have you tested the open rates, so is what you claim from your own experience or only from theory?
Ok, when you always make spectacular or misleading headlines, then I think also that people can unsubscibe because of that. I think I have done it myself. But when you don’t overdo it, but use headlines that make curious or something, then you can get better opening rates for sure.
Thre are many tactics one can learn to create a headline that make people open it more often, so why leave that potential untapped?
PV
1625 days ago
Hi Andreas,
Thank you for your comment.
Every strategy I post here has been personally tested.
Yes, I agree with you, there are many strategies that can be used to make people open your messages and if you want to do better you have to test everything, from the subjectline to the days of the week, with the use of an autoresponder it is easy to do.
But what I want you to understand is that there is nothing more powerful than building trust and relationships.
Think about this: I am sure that you are subscribed to the newsletters of your favorite marketer, then when you receive his/her newsletters you don’t pay much attention to the subjectline, you see that the message is from him/her and you open it.
It is because you trust this person and he/she is giving you what you want.
When you receive a message from someone that you don’t trust – sometimes he/she send you good stuff and sometimes try to trick you with subjectlines to offer you something, then you pay attention to the subjectline to decide whether open the message or not.
The objective of this post is to make you understand that if people love you, you don’t have to use tricks and strategies.
Say the truth and help people and do it from the bottom of your heart. That’s what will put you at the top of your market.
Andreas Lenz
1625 days ago
I have understand what you mean, yes, it’s the most powerful, but it is not so that everyone will open your mails everytime then. Some will do, sure. Others will open it more often or most times.
So yours is the number one important strategy.
But that doesn’t mean that that you should not use the oher strategies additional, to get a even better opening rate. You surely can’t claim that already 100% of your mails get opened. So when you don’t care about good headlines that entice the people to open, then you leave money on the table.
PV
1624 days ago
Yes Andreas, that’s right, but my post has the objective to show the readers the most powerful way to get your messages opened.
My point is that if your subscriber trust you they read your messages, if they don’t trust you they don’t read your message and you have to brainstorm to incentive them to open your messages.
It is clear that if you want better results you have to test headline against headline, day of the week against day of the week, etc.
John Stilman
58 days ago
I think this is one of the most important information for me. And i am glad reading your article. But should remark on some general things, The web site style is great, the articles is really nice : D. Good job, cheers