Email open rates are dropping. This isn’t according to some trend or study, this is according to you, the online business owner who I hear asking, “what can I do about my low open rates?”
While email is and will continue to be the preferred method of communication for business and promotional purposes, getting your subscribers to open all your awesome emails is another story.
If you are on my email list, you’ve heard me go into great detail about what you can do to perk up your open rate. This week will be no disappointment either – we’ll be delving into your email copy and some techniques to getting people to not only open your email but click your links as well.
You can get the scoop too – sign up here.
But what I will tell you here is that the tendency for people to ignore your email is on the high end of the spectrum. In fact, if there was a way to measure the rate at which people put an ignore blinder on, unintriguing email messages would be an 8 on a scale of 1 to 10.
On some days, maybe even an even 10.
But it wasn’t always like that.
Do you remember way back when every email message you received, you opened and read. Email was intriguing. Just the idea that you could send and receive mail electronically was enough to make every email exciting.
That was the good ole’ days.
The reasons why your open rate is low
Email is no longer associated with intrigue and excitement, that’s just the plain and simple truth. There are too many other distractions (reason #1) to take people away from their email.
And your subscribers are no different. They are like the rest of us – our inbox is a bit of a burden. It’s a chore just checking it (reason #2).
And then when they do check it and it’s filled with stuff like, “watch this webinar now,” “20% off sale ends today” and “parent-teacher conferences tomorrow.” Well, you can see why you have stiff competition (reason #3).
Ultimately, at any given time, an email inbox is filled with dozens of varieties of messages – all ranging from shopping to business to personal. Most of the time, there are not enough hours in the day to read them ALL (reason #4). The recipient is forced to decide what messages get opened and read and which ones get ignored.
But there is something you can do to get your messages opened and read.
The ONE thing that will attract attention to your emails
Amidst all of the sales and limited time only offers, there is a little window of opportunity to generate an open from your subscribers.
It goes a little something like this…
Example email inbox:
Limited time – sale ends TODAY
Grab this course while it’s still 90% off
This webinar will be taken down tonight at midnight
A touching sentiment by my 80 year old grandmother and how I use it in marketing
A sure way to get traffic to your website
Parent meeting tonight
Drinking this “secret drink” will help you lose weight
This sample email inbox is probably pretty close to what your own subscribers experience every day. They are busy, they have many things going on in their lives and they don’t have time to read or watch each and every sale or video that comes their way.
So the one thing that you can do to make an impact in their inbox is to be different.
Seems like such a simple statement, but it’s true. Different, riveting, a bright, shining light in their time crunched day – all of these phrases explain what an email should be.
In order to grab their attention and entice them to click on your email, you have to give them something they don’t ordinarily see. Use the emotional pulls of joy, trust and anticipation to be intriguing. And don’t be afraid to experiment. Some of the best open rates may happen when you decide to just throw something new out there.
If you want to gain attention in the busy inbox of your subscriber, you have to be exceptionally different. I like the phrase, “tell me something awesome.”
Be the one who tells them something awesome every day.
Just because email open rates are low, doesn’t mean yours have to be. Strive to be better than all the other email messages. Get creative.
In building your list and subsequently marketing to them, your aim is to create subject lines and emails that captivate your subscribers just enough to get them to click to open.
Now once they open, then it’s the body copy that takes over to solidify the sale, but that’s a whole other ballgame and one that we will be covering in the next issue of the newsletter. Join it here.
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