Getting Your Emails Opened and Read
If no one opens your email, it doesn’t matter how pretty it is on the inside.
An attention-getting subject line is critical.
Emails can generate immediate revenues, but they have to read your email before they are motivated to buy.
There are three ways to make sure your emails are opened and read. Three of the most important lessons I have learned after 10 years of email marketing are -
1.) Place a text link early on in the text as well as at the end.
2.) When writing the text links, a descriptive link will usually out-perform a shorter, instructional link. In other words, “save 20% on our end-of-season sweaters” will likely do better than “buy now” or even “check out our low prices”.
3.) If you are selling more than one product in your email, you will probably get a higher click-through on the first product mentioned, and the lowest click-through on the last. (This is generally true, but definitely not true all of the time.)
Email is Your Friend
Email communication is a cost-effective way to re-engage someone. Email communication should be direct.
BMW Mini, for example, sends one with the subject line “Are we boring you?”
Useful Information
Useful information should be sent more often than emails attempting to sell something. When consumers feel they will benefit by reading your messages, they will open and read your emails more often.
Irresistible Subject Lines
There are three different subject lines I received that could not be ignored.
One was product focused: “Your Printer Has Enemies.”
How could I not open this one? I needed to know what enemies my printer had. Another email came from a company I was no longer buying from. The subject line was compelling:
“We Want You Back”
That one was opened, along with the next email they sent about two weeks later: “We Miss You!”
Three Tips for Creating Attention-Getting Subject Lines
1.) Be Specific — A vague subject line is a waste of real estate. A great example of this that I see often is monthly newsletters with subject lines like, “The Green Thumb Newsletter: May 2010.” This tells the receiver nothing about what they will find when they open the email and gives them very little reason to do so. A better approach for a newsletter like this is, “The Green Thumb: 3 Tips for Summer Gardening.” Headline Creator Pro is an easy way to create attention-grabbing headlines and it is included in this special offer.
2.) Write it Last — Many email marketing services prompt you to write your subject line first, as you are building your email. I encourage you to come back to it when you are done with your email content. It is important to determine all the elements of your email first and then look for the most compelling topic to highlight in the subject line. When you are finished composing the body of your email, read it over and pick the “nugget” that will entice your readers to learn more by opening.
3.) Take Some Time — Don’t just dash off your subject lines. Considering how important they are, take some time to think about them and write several (3-4) before choosing which one to use. Once you have a few subject lines you like, run them by a friend or colleague and see which they think is most compelling.
If you are searching for ways to increase your email marketing success, take a look at this e-book by John Ritskowitz and Score a six-figure income with these five specific emails.
About The Author
Ann Barr is a telesales marketing success coach with a passion for teaching. She loves helping people who are starting out in new telesales careers and working with experienced sales reps who are looking for new ideas and tips. In addition to presenting monthly e-classes, she writes and edits direct-mail marketing letters and emails for clients. Sign up today for Ann’s free Weekly Sales Tips and get marketing tips and ideas to increase your sales!
5 Responses to “Getting Your Emails Opened and Read”
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I’m delighted! After reading your post I can tell you are passionate about your writing. Keep up the great work and I’ll return for more! Thank you.
I’m glad you like the post. Thank you for your comment!
Which of the two is suitable for lead generation, telemaketing of email?
For lead generation, telephone marketing is usually more successful. Email can work well when asking current clients for referrals.
I can’t believe that email marketing still works so well with so much of it going on. You would think it would be played out.