Don’t let anyone convince you that email marketing is no longer relevant and should not be done. Nothing could be further from the truth. Let’s dispel some falsehoods.
Low Open Rates
Many scoff at email marketing, saying that no one will ever open the emails. That is true! IF the email is unwanted, non-opted-in spam! Although open rates may not be as high as they used to (back when everyone had AOL and would get thrilled when a message appeared in the inbox with the accompanying audio bite “you’ve got mail”.
Without a doubt, right now, if you do EVERYTHING correctly you can achieve open rates of 50%.
I don’t believe it! I only get a 5% open rate!
Kind sir, if that is your open rate then your email marketing machine is clearly broken and in need of a revamp.
Handling Low Open Rates
1) Catchy, non-corporate, casual and HUMAN subject lines will help your open rate considerably. Your email is a piece of communication after all. Make your subject line a real message in itself.
2) You never properly introduced yourself and your company. So send a warm intro email to all subscribers telling them about you and your brand.
3) Your subscribers are wavering, for whatever reason. Send out an email to all subscribers with some good free content, and a call to action which asks them to RE OPT IN if they want to continue receiving such awesome emails from you. Anyone who did not engage in that email and re-opt-in, put them into a separate email list to deal with (they should all be sent with a ‘do you want to unsubscribe?’ message. This allows you to reaffirm who actually wants your mail.
4) You’re not using a professional-looking email address
5) Your emails are being put in a spam/promotions folder
6) Sending WAY too many emails
Conclusion
Fortunately, you are in full control over all of the above 6 factors (even the Gmail promotions folder). Something can be done about it.
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