So, you say you have quite a number of subscribers on your mailing list? That’s great news! How many of them respond to your email outreach campaigns? You know, if you’re hesitating to answer now, this percentage could be higher. Find out what are the 3 things you’ve been doing wrong and 7+ suggestions on how a finer marketing approach can make it right.
Catch them on the spot: Short subject lines
Getting into your audience’s inbox and make them email you back – it’s every email marketer’s dream. In order to make it come true, you have to interest the recipient to open and read your emails first.
Here’s the psychology behind it: When people get emails, they generally browse through their inbox and open them by some kind of internally established priority preferences. We asked around our office and here’s a basic answer that almost everyone gave:
I will open the email from a person who is most important to me and my work.
This means that if you’re not their family, boyfriend, girlfriend, manager or personal banker 50+ people (this is how many of us are here) will not read the email you sent them. Your outreach is not working! What now? Well, you need to speak up. If you have an interesting thing to say, people will want to hear from you. And if you speak about your thing in an interesting way, they will get to a stage where they can’t get enough of you.
When someone sees your email has arrived, here’s what they see:
Truth be told, the author of this article doesn’t have the vaguest idea who the sender is and when did she subscribe to their mailing list. And the subject line is kind of undefined. “Preempt”, said she, ”I had to go online to search the meaning of this word, only to find it’s the same as prevent. Who says “preempt”??? And if the sender thinks that something sounds crazy, why would I go and share his craziness? I want smart, I want proven, I want help in solving my problem, not some crazy experiment that might or might not produce results.”
Here, this is said “out loud”, but in all of our minds, that’s the flow of a process that happens in 2 seconds. So 2 seconds, and your email is forgotten.
Keep your subject short an stick to the point. Please, be concrete about your benefit. Pack it in the first words of the email (marked with an arrow on the image) because if you don’t have a well-known reputation and your name doesn’t carry social recognition, this is the base on which readers will decide to open your email or delete it for good.
Use their needs as your secret weapon
If someone agreed to receive newsletters from you, this means they are initially interested in your product or the type of service you provide. This is an amazing thing, you didn’t have to search and beg for subscribers, your business is useful and noteworthy to them by itself. Take hold of this advantage. Think of what made them come to you in the first place and speak their language. While you’re at it, speak about them, not about you.
This is how the email can look like, and it’s a true story of an outreach campaign we did for a client of ours.
Test, test, and then test your campaign again
The point is to get to a personal level when addressing your future customers. You could try segmenting them, if you’re using some of the email marketing platforms, and set that a specific segment gets a specific type of email. For instance, if someone joined your newsletter from the small apartment design ideas page, they probably aren’t that interested in ideas on how to furnish a suburban 7 bedroom house.
Analyze results and act on it.
Email Outreach: The stick-to list
We wish to point out that setting and maintaining an email outreach campaign that produces conversions is no easy task. It covers much more than this, or any article ever can. If you want to talk more on the subject, or need advice on how to start such a venture, don’t be shy and contact us.
Some things though, you can tweak on your own:
- Avoid unfamiliar acronyms and buzzwords
- Shorten your subject lines
- Stick to the point and pack the benefit at the beginning of the email
- Customers first – speak to them from their perspective
- Make segments
- Do testing
- Analyze your campaign and optimize based on results
Extra advice: Be responsive
Most people nowadays check their email from their mobile devices. Make sure your messages are showing equally good on mobile screens as they are on desktops.
Now that we mentioned responsiveness, we’re very responsive on Facebook. Like us and drop us a message, so we can talk more about email outreach and all other sorts of online marketing campaigns, too.