I get an unreal number of emails each and every day. While the actual number may vary, the average is well up into the triple digits spread overt 4 email addresses. Even when you discount the ones that are for support or are inquiring about HayleStorm Interactive services and just count the ones specifically to me (people selling me services or products, news items on topics I follow, etc) I still average 200+ emails received each day.
I do not read every one. The fact is I don’t even open them all.
Once I get past those that are business related that I really have to open…emails from PayPal, my bank, my insurance company, etc…I actually open less than 10 of my emails each day.
If you receive a lot of emails you are probably the same…and guess what? The people you email with info on your products or services are the same as well. They open a very small percentage of the emails in their inbox.
So…what emails do they open?
You really better know what emails get opened or you are wasting time and money on your email campaigns. Let’s take a look at what types of email people are likely to actually read. Let’s take a look at what emails I…and probably most of your potential customers/clients…open and read.
- Emails from specific, recognized senders.
Many email suggestion lists, including one I wrote on HSI in the past, emphasize the importance of a catchy subject line as it is one of the first things an email recipient sees and often uses to make a read/don’t read decision.
Equally important though is the sender or “From” information that is displayed because that is seen quickly as well.When someone gets a lot of emails and is deciding which ones to open and which ones to trash, they usually scroll through the list looking at who they are from first because its the fastest way to sort out the “junk”.
When someone sees an email from you, what is their first thought?Is it “Wow…probably more tips that will help me grow my website traffic!”…or is their first thought “Damn…what is HE trying to sell me this time?” People remember who is actually helping them…and they remember who always seems only interested in getting in their pockets.
- Don’t forget, keep the subject interesting.
I’ve said this here before but it can’t be said too often: The subject line must be interesting to draw the recipient in.You can say the same thing two different ways and one will get people to open and read the email while the other winds up in the virtual circular file.
Which email about the new 2015 Ford Mustang that has a ton of new appearance features will you want to open…“The new 2015 Ford Mustang appearance features” or “Ford has added a ton of pizzazz to the new 2015 Mustang…you’ve GOTTA see this!”
- Also in the subject, help don’t sell.
The point of your emails is to sell…a product, a service, an idea…but to sell. With that said, don’t try to sell with every email.
A constant stream of nothing but “gimmee your money” emails will get them ignored if not unsubscribed. Constantly pitching me one product after another is the single best way to get me to trash your emails based on the sender alone, without even reading the subject line.
That doesn’t mean I don’t want to be sold…it just means I’d like something else occasionally. I get regular emails from a guy in one of the eastern European countries named Gyorfi Szilard whose company, , creates Adobe After Effects templates…really kick ass After Effects templates. I’ve been a customer for several years and have bought a number of his AEPs. I’m a customer. I’m a hooked customer…and Gyorfi knows it.
I still get a regular stream of emails from him and they get opened.They get opened because maybe 1 out of 5 try to sell me something. The rest are just to throw out an idea he had that might help his customers or to give his customers a new tutorial he’s created to help work more efficiently in After Effects or just to give his customers a freebie. He sells maybe 20% of the time and then its a soft sell.
Its refreshing, really.
- Keep the subject line honest.
An interesting subject line is more than important…it is critical, but even more important is honesty in the subject line.
I’m not talking about hyperbole. I’m talking about outright dishonesty, especially with the use of the word “free”.”Free” means…well, it means free, zero cost, no money exchanged, something for nothing, except maybe the recipient’s response to the offer.If a purchase has to be made in order to get the “free” offer, its not free…its a bonus, and there is a difference.Sending me a “free” offer that isn’t truly free is guaranteed to get every following email trashed without opening, period.
- Send enough emails.
To be honest, this is where I fall down. I know how much I hate various marketers junking up my inbox and I try to not do that to my subscribers…and sometimes I try too hard.
Become a friend, not just another guy with a product to sell…and friends stay in contact. They don’t just show up when they want something.Sometimes your email might be nothing more that a note saying, “Hi…how ya been?”
Another marketer I enjoy getting emails from is a lawyer/marketer (I know…I hardly believe it myself that I open emails from THAT combination…LOL) in Arkansas. He and his family love to go camping, and he takes pictures of them on camping trips and sends them to his subscribers with a brief “How are things going?” note.
- Don’t send too many emails
You can go too far in the other direction, however. I get an email every single day from one fella. His emails follow all of the above rules…well written subject lines, totally honest subject lines, sending helpful tips as much as trying to sell me something, and yet…I cringe when I see an email from him. “DAMN…another one?”
It can be overdone.
Now you have a good start on keeping your emails out of virtual trash cans.