Imagine opening your inbox and receiving hundreds – if not thousands – of notifications saying that ALL your subscribers clicked on your call-to-action.
Picture yourself drowning in messages announcing that every email recipient in your list actually said YES! to your offer.
Can you see this clearly in your mind?
Do you feel your heartbeat getting faster and the adrenaline suffusing every cell in your body from just the sheer thought of this scenario?
Now, snap out of your daydream.
It’s time to deal with reality.
Although it remains every marketer’s ultimate dream to have every single email they send out to actually earn them their highly coveted positive response, the reality of the situation must set in at some point.
This doesn’t mean that email marketing is not effective though.
On the contrary, email marketing is actually way more effective than using social media platforms like Facebook, Twitter, and Instagram.
In fact, so powerful is email marketing that it’s actually “40 times more effective at acquiring new customers than Facebook or Twitter.”
Specifically, email campaigns actually garner six times higher click-through rates compared to those posted via Twitter.
Nowadays, marketers looking to grow their businesses through gaining new clients or by offering new services or products prioritize email campaigns to move forward with their projects.
Because email marketing is convenient, easy, and of course, way more effective than social media campaigns.
The benefits it offers have been so undisputed that 82% of B2B and B2C corporations utilize this method in their plans.
How does this translate in terms of ROI?
Well, 1 in every 5 companies report an ROI of over 70:1 when using email marketing.
Since it demands less from internal resources and budget, this method offers an incredible success rate for campaigns.
To top it all off, email is actually regarded as the “most effective” strategy in the digital marketing world.
If the efficiency and cost-effectiveness of email have not proven it to be the best method out there today, then perhaps the consumers can cast the winning vote.
According to the research by Yes Lifecycle Marketing, the purchases of consumers have been heavily influenced by the marketing emails they receive.
The survey showed that the 92% of the consumers are encouraged to respond to the CTA of emails because of the sales or discount offers.
Their decision was also influenced by brand reputation, with 90% noting that this is a significant concern in their purchase.
Given these benefits, it is no wonder why 56% of companies actually take advantage of email marketing providers with 75% or more of them highly likely to avail of a marketing automation software soon.
What’s the catch?
So, there we have it.
We have proven that email marketing is easy, convenient, effective, and best of all – cheap.
But why isn’t everybody succeeding in it?
Why aren’t all the marketers who sent emails to their subscribers getting the highly sought after responses?
It’s because email marketing – inasmuch as it offers so much accessibility – is an art.
To fully take advantage of the benefits of email, a marketer must comprehend the psychology in play before sending out those messages.
It’s true. The numbers reveal that email marketing is the best way to succeed in your campaigns.
But here’s the kicker: the stats only share a portion of the whole story.
There remain a number of factors to consider before you can really harness the full potential of email marketing.
In this blog post, we’ll share with you some crucial factors to help you gain a better and deeper understanding of the tricks of the trade.
So, get ready to learn how to get your subscribers notice the emails you send, open them, and click through your offers.
The journey will be a tad tricky, but the results will be worth the efforts.
1. Push the mobile experience to center stage
Opening emails in your desktop is now a thing of the past.
In this day and age, mobile has indubitably superseded the computers with 53% of emails getting opened in smartphones.
Case in point, Gmail revealed that 75% of its 900 million users use mobile devices to check their emails.
Last year alone, the open rate for mobile devices exceeded the combined total of desktop and webmail.
What does mean for you?
Clearly, the best step for any marketer to take is to adapt. In fact, you won’t even be the first one to do this.
Right now, 3 out of 4 marketers are focused on optimizing the email experience via mobile.
So, what are you waiting for?
There is no better time to join the bandwagon but right now.
The clock is ticking, and every second you delay not creating a mobile-friendly email could mean a lost consumer.
2. Personalize the “FROM” line of your email
Every email marketer would agree that half the battle is won the moment your subscriber opens your message.
Convincing your recipient to spare you a moment or two is one of the most difficult challenges in email marketing.
For every email you send, there lies the possibility that your well-crafted message would end up unread or worse – in the Trash.
Not only is this step crucial, but it’s also possibly the most difficult one.
One of the most effective ways to catch your reader’s attention is to use your first name in the FROM address.
Why should you do this?
The answer is super simple: It makes them feel more connected to you – the sender.
Using your own name and not some “robotic” company name not only establishes instant rapport (because an actual human being sent them an email), it also makes you look more trustworthy.
That is, users would at least second guess their decision to either delete your message or assign you to the SPAM folder.
Apart from the obvious benefit of establishing your identity as a living, breathing person reaching out to your subscriber, this technique actually works.
In fact, several studies show that consumers tend to pause more while skimming their emails when they encounter an actual name in the list of senders.
Usually, the FROM line determines the “relevance” of a message and could even make or break your standing in the inbox of your subscribers.
But, wait! Here is an important caveat you need to know.
HubSpot shared that “companies with 1 – 10 employees typically receive a median open rate of 35.3 percent, and companies with 26 – 200 employees receive a median open rate of 32.3 percent.”
To better gauge where you stand, here’s a friendly guide from Smart Insights that could help you understand where you truly stand and how you should treat your performance.
So before you completely throw in the towel, learn to manage your expectations.
3. Nail your SUBJECT line
Neck to neck with the importance of the “from” line, the subject line also plays a significant role in your success rate.
If you send emails with boring, uninspired, and completely monotonous subject lines, then chances are your consumers won’t even spare your messages a glance.
Your mediocre subject line – regardless of how awesome your email body and offers may be – could spell the difference between becoming a successful marketer or an ineffective one.
But, don’t overdo it as well.
Strive to strike that perfect balance. After all, an over-the-top subject line could also be perceived as too “salesy” or “spammy” by your readers.
So, how do you make your subject line interesting enough to encourage your subscribers to open your emails?
One way is to throw in carefully picked “power” words to motivate your readers.
Examples of these would include “amazing,” “mind-blowing,” and “stunning.” Try to check out this list for more.
Why are power words incredibly important?
You probably already know this. In fact, you have been doing this all your life.
Don’t you click on one headline instead of another because the words appealed to you more?
From a neurological perspective, every human being has an instinctive reaction to words. Studies have shown that people are compelled to act based on certain images or sounds.
Simply put, that’s just how humans are wired.
Pro tip: Personalize your SUBJECT line
This much might be obvious to you by now: emails with the recipient’s name in the subject got higher open rates than those without.
Actually, this trick doubles the possibility of getting the emails opened.
Bonus tip: Now that you’ve gotten readers to actually open your email, you need to lure them deeper in with an awesome opening line.
Why is this important?
It’s because along with the subject line, the opening line is also one of the first things your readers see.
Remember, the majority of email browsers these days display a part of the message when readers view them.
4. Wow them in the BODY
After capturing their attention from the subject line to your opening, the time has come for you to prove your mettle.
Is your message worth the minute they spared to open your email?
The email body is the part where you get your chance to truly connect with your recipient.
Don’t hesitate to give it your all. Show off a bit and make it worth their while.
Give them a reason to trust you and open your succeeding messages.
Make your message short and simple.
The reader should finish reading your email feeling satisfied and knowledgeable of what you have to offer and why they should listen to you.
Remember, the role of your email is to establish rapport with your reader.
Treat it as your warm up routine before the main event: the sales funnel.
5. Keep the momentum until the last word of the closing line
Whew! You finally made it.
You actually managed to keep your reader interested up to the last word of your email.
But before you celebrate, remember that there’s still a final step to take.
Now is not the time to drop the ball.
After all, your closing line might just be the most important part of your email.
This is the part that determines whether or not your recipient would go for your offer and take the next step.
So, what’s the game plan?
Your aim is to smoothly transition into the highly anticipated CTA.
Regardless of whether you’re encouraging them to sign up for your webinar, download your eBooks, or just purchase your product, you should be focused on one thing: make sure to have a crystal clear CTA.
Your closing line should explain exactly and accurately what you want your readers to do after reading your email.
While some marketers think that it would be wise to integrate the CTA somewhere along the way, this might not be the best idea.
Remember, this is where your money is – the entire reason you worked so hard to craft such awesome marketing email in the first place.
So instead of being sneaky about it, write a strong and clear CTA.
Although email is considered the “dinosaur” of the digital marketing world, it remains the king of efficiency and effectivity when it comes to producing the desired results.
As the glitz and glamor offered by strategies involving Twitter, Facebook, or even live video techniques become more enticing by the day, the stability and proven track record of email marketing have solidified its status in the field.
Actually, 72% of consumers favor receiving promotional content via email as opposed to 17% who prefer the social media sites.
Make no mistake, though. These social media sites are effective platforms as well. In fact, it would be ideal to combine them with your email marketing strategy to reach the maximum potential of your campaigns.
What about you? What email marketing tips have you used?
I am an online nerd, who loves email marketing, start-ups and online trends. Finally, I do talks, teach and advise in email marketing and lead generation.