Most businesses commit one major mistake, and that is by not creating an email list on day one. According to a 2014 study by McKinsey and Company, for every dollar you invest in email marketing, you get back 40 dollars more than you would receive through Facebook, Instagram, YouTube, etc. Direct Marketing Association reported that for every dollar that a marketer spends on email marketing, the average return on investment is 44 dollars. Thus, emails deliver more leads than any other marketing platform. Unfortunately, most businesses do not understand the opportunity email marketing could provide to their business.
If you haven’t started email marketing yet as a marketing platform or if your email marketing isn’t thriving as it should be, don’t worry. This article will help you understand how you should write attention-grabbing emails.
How to use email to skyrocket your sales?
The key to winning the hearts of your prospects is by being their friend. No, it doesn’t mean that you have to meet them for a cup of coffee or dinner. Simply by emailing them on a friendly theme, they will set their trust in you in no time.
Now, what do we do once we’ve received our list of prospects’ emails? There are 3 points to consider, according to Sabri Suby:
- You need to get it delivered.
- Get your prospects to open it.
- Once opened, get them to click it.
Thus, let’s go through these 3 points one by one.
Step 1 – Get your email delivered to your prospect
Most people are wrong in the manner in which email marketing works. They think that once they get an email service provider, they upload their prospects list to an email marketing software and then click ‘send’ to all the prospects, everything is sorted from that point. Did you ever think about what happens after that? You cannot possibly believe that you will magically make high sales after that, can you?
You have to ensure that your emails actually get delivered to your prospects. We mean that you need to ensure that your prospect has been sufficiently alerted by receiving an email from you. If your business is dead serious about its growth, you should ensure that your email deliverability rate is high. There are three factors that determine email deliverability:
- The sender’s reputation.
- Bounce and complaint rates.
- Recipient engagement.
As a business, you should understand that if your emails are not getting delivered to your prospects, they are not being seen, read, or clicked. Thus, if you could increase your email deliverability rate by 2-3%, it can significantly increase your sales.
How can you get your email delivered successfully?
Firstly, you need a good platform if you need your email delivered successfully. To ensure what is the best platform for you, the size of your prospect list, and the cost you will be incurring to send out your email to that list matters.
If your prospect list is smaller, like 10,0000, MailChimp is the ideal platform. However, once your list starts getting bigger, it can be costlier. Other good platforms include ActiveCampaign, GetResponse, AWeber, and Drip. These platforms are not too technical and work very well with different email providers like Gmail, Yahoo, Outlook, Zoho, etc. However, it’s important to note that based on the size of your list, you might need to use multiple platforms for different email providers, or you can stick with one platform that’s providing the best deliverability rate for most of your email providers.
Therefore, the higher the deliverability rate, the more people will open your emails, the more will click it, the more will see your offer, and finally, more sales.
If you didn’t know this before, your IP address has a reputation called the sender score. If you want to find out your sender score, visit www.senderscore.org. This website is operated by Return Path, which will tell you what your sender reputation and sender score are. Above 90 is good, and above 95 is great, which means your deliverability rate is great. However, it doesn’t mean that you shouldn’t stop checking your sender reputation and sender score as you need to uncover any potential issues that could arise later.
If your score is less than 90, you have issues that need to be rectified. Below is a list of the most critical factors that impact your sender score and sender reputation:
- Message read – a positive sign that your prospect wants to receive your emails.
- Message replied – a positive sign that your prospect desires your email and is interested in it.
- Message forwarded – a positive sign that your prospect finds value in your email and feels others should see it.
- Message marked as ‘not spam’ – a strong sign that email providers train their spam filters.
- Message moved to another folder – a sign that your prospect wants to read your email but wants to read it later.
- The sender is added to the address book – a positive sign that your prospect wants your emails and wants to ensure that your future emails get delivered to their inbox.
- Unopened message is deleted – a negative sign that your prospect isn’t interested in your email.
- Message marked as spam – a strong negative sign that your email is unnecessary and unworthy of your prospects’ time.
How to create a good reputation with your prospects?
When increasing your sender score, you need to remember that the most essential strategy is sending more appealing and beneficial emails to your prospects. Your offers and promotions don’t count as attractive and useful to your prospects as then and there they’ll know you’re just trying to make use of their time in attempting to sell your products or services to them.
According to Sabri Suby, an easy way of ensuring that your audience stays desperate for your next email is by making two-thirds of your email content and value and one-third of it as offers and promotions. However, this isn’t a strict rule as you can include offers and promotions in your content pieces as well by putting them in the P.S. section and making the main body of your email a piece of content on its own.
Gear up your new IP address
After selecting a suitable platform and a new IP address, it’s crucial for you to slowly start sending a low email volume to establish your IP address’s reputation. Subsequently, you can start increasing your email volume.
Structure and style
You need to understand that putting up fancy and heavy images and graphics doesn’t count as friendly. It makes your prospects feel that you’re reaching out to them with commercial intent. This will undoubtedly affect your email deliverability rate. This is the most common problem with businesses in terms of email marketing, as they think that overdesigning their emails will capture their prospects’ attention.
Having logos in the header
Most businesses and marketers are seen to be applying their logos in the header of their emails and decorating it with fancy buttons which almost look like a web page. Unfortunately, this affects your deliverability rate because it gives your prospects a sense that it’s a promotion. They’ll either avoid it, delete it, or keep it in the Promotions tab in Gmail.
Employing other people from your business to send out emails to your prospects will improve open rates and positively impact your sender score and sender reputation, thereby improving your deliverability rate.
Step 2 – Get your prospects to open it
Do you know the subject line for the highest opened and highest-earning email? It was a simple “Hey” from none other than the past US President, Barack Obama. This subject line played an essential role in his re-election campaign because who wouldn’t want an email from the President, right? Other subject lines included “Join me for dinner”, “It doesn’t have to be this way” or “wow”. These subject lines were all personal from a President himself, as you can see. The Obama campaign raised 690 million USD online, most of it was due to the emails. This is entirely different from promotions and offers, which sit rotting in your inbox or spam left unopened. Thus, how can you send an email as Obama did?
Based on Sabri Suby’s experience, emails can be categorized as the P and C groups. The P group includes personal emails from family, relatives, friends, colleagues, etc. At the same time, the C group includes promotional and commercial messages. As you would have experienced yourself, P group emails are always open since you don’t want to miss an important email from your loved ones, close ones, or colleagues. On the other hand, the C group emails are not always open. They sit in your inbox, stay in your spam, or get deleted with/without being opened. However, the C group emails may be opened if someone is jobless at that time and wants to read it or if the subject line is interesting enough to grab their attention.
Therefore, before we get crafty in our emails, our first aim is to ensure that our emails go to the P group. We do this by making it personal, and this all starts with your name and subject line. If you want your email to get opened, it should come from a personal email. It shouldn’t come from sales[at]ticktack.com. It should be kamala[at]gmail.com or maybe kamala[at]ticktack.com. Remember, don’t mention anything related to sales in your email address, as it will indicate to them that you want to sell your products or services at that point.
The next step is to be their friend by acting friendly and personal in the email. If not, you will lose their trust, and they’ll never open your emails again. This will lead to a poor sender score and email blindness. Email blindness is when someone’s email is in your inbox, but you’ve mentally considered it a waste of time which doesn’t make you want to open their emails again. You probably would’ve opened their emails before for it, or you were bored at the time and received no value from them. Thus, you don’t receive those emails any more as they become invisible.
You can easily tell when your emails are causing email blindness to your prospects. Suppose your open rates, sales, and click-through rates are terrible. That means your emails are causing email blindness, and there is only one way to solve this issue: writing entertaining, exciting, and appealing emails to your prospects. Your prospects will be desperate for your next email if you do this. This will positively impact your business and its reputation. Therefore, what happens when you cure email blindness? Your open rates will increase, your customers will click a link when you ask them to, and your prospects will follow in your footsteps in whatever you want them to do! Remember, this takes a lot of effort and practice to nurture this friendship between you and your prospects in this manner.
How to make people open their emails through your subject lines?
According to Sabri Suby, you need to be personal when writing subject lines rather than relying on email hacks and emojis on subject lines. The following are a few examples of personal and fun subject lines:
- How to bake sugar-free brownies that will make you lose 10 kgs in 7 days.
- 13 ways to grow a positive life.
- Do you think you can earn 130,000 in two weeks? Here’s how.
- The only way to avoid cancer without stopping smoking.
- Discover weight loss that will change your life today.
Notice how specific and personal these subject lines are? That’s how you grab a prospect’s attention easily.
Length of the subject line
According to Return Path, 65 characters in a subject line is good. 61-70 characters tend to get read. However, Sabri Suby reported that short and personal characters provide the best results. Subject lines between 1 – 20 characters are the best spot for him. This was also backed up by research from Yes Lifecycle Marketing which reported that emails with shorter subject lines between 1-20 characters have a higher open rate of 18.5%, click rate of 2.4%, and click to open rate of 12.9%. Super long subject lines with over 61 characters have an open rate of 14.8%, a click rate of 1.3%, and click to open rate of 8.9%. Therefore, you need to test the short characters with the super long characters and determine where you succeed the most. Anything in the medium character limit has been proven to be inefficient. Thus, be mindful of it.
After the subject line is given, this is a summary of when an email is viewed in the inbox. Like the subject line, this is another factor that prospects consider when deciding whether to dump your email in the P group or C group. It’s a fact that everyone’s busy, but even if they have time to spare, they make an excuse to read an email. This is why a preheader text makes it convenient for the prospect to read a summary of your email without opening it. Therefore, it needs to be direct and shouldn’t give out the whole story behind the email. The preheader needs to allure your prospects with intrigue to read the entire email with no-fail when they get the time. For example:
- Woman showers in grape juice. Find out here to see what happened to her.
- He walked into his boss’s office and only said these 2 things.
- A leading model dies after consuming sleeping pills, BUT it wasn’t an overdose. Find out here to learn more.
This creates curiosity, humor, fear, etc.
Appropriate days to send emails
Based on research done by CoSchedule, for maximum email deliverability and open rates, you need to send your emails in this order:
- Tuesday – This is the best day to send an email.
- Thursday – If you’re sending two emails for a week, the second day should be Thursday.
- Wednesday – Second place for sending an email on an appropriate day.
Best time to send an email
The following are the appropriate timings to send an email according to CoSchedule:
- 10 am, and 11 am.
- 8 pm-midnight: People are likely to check their emails before going to sleep, although it may seem inappropriate for most places and people. However, if you’re a company working according to another company’s time zone, this timing shouldn’t be a problem.
- 2 pm – This is a good time when people are trying to get distracted or after having a heavy lunch and want to relax with their phones or laptops.
- 6 am – Research from the Center for Creative Leadership reported that 50% of businessmen begin their day by emailing in bed! What an excellent start to a day, isn’t it? Rise and shine.
Step 3 – Once opened, get them to click it
How can you get your emails clicked, once your prospects have opened them? Firstly, your tone matters. It needs to be an engaging and personal tone that makes your prospects entertained to read it.
Unfortunately, most businesses are concerned about how they could please a small group of people hiding behind their screens and writing hateful comments on their products or services. They often forget that millions of people are potential customers who would die to buy their products and services. You need to forget what your haters think and not be conservative according to their views. You need to be entertaining, funny, and a friend to most of your readers.
Analysis of a high converting email
1. Subject line/preheader
After reading your attention-grabbing subject line/preheader, your prospect should be desperate and curious to read more.
Drag your prospects by grabbing their attention with an exciting statement.
Inspire them with an exciting story.
4. Call to action
Get your prospects to click, share, purchase, or do anything that your email’s call to action requires them to do.
If you want your prospect to click and view your offer, your prospect should first read and understand your email. The first part of this is the design of the email.
1. Email design
While your email’s subject line is to open your email, the email design is to get your prospect to read. As stated before, having huge designs, animated buttons, and HTML enhanced responsive themes will not interest your prospects. The first thing that comes into their mind is that you have reached out to them with a commercial intent. This automatically makes them not want to do business with you. This is backed by research from HubSpot, where they discovered that HTML emails decreased both their open and click-through rates. Plain emails are simple, personal, and authentic without a commercial intent, increasing your email deliverability rate.
2. Talk to your prospects as a friend would do
Be short and sweet as a friend would text you. Don’t be technical in the way you write them. An excellent way to test and see whether you’ve approached them in a social context is by reading your email aloud and ensuring that your words are smooth and not too desperate to make a sale to them.
3. Study your emails and do the complete opposite
If you look at the promotion or spam folder in your inbox, you will notice that they are all the same and trying to achieve the same outcome. The subject lines are the same character length, the same tone, the same emoji, etc. Therefore, do the complete opposite of them.
4. Be specific in your email
Don’t be vague in your email. Always make it specific. For example:
Vague email – Increase your sales.
Specific email – Have you ever thought about how you could increase your sales by 32% in 32 days?
5. Don’t ask your prospects to buy. Tell them to click or act
Remember, the call to action is nothing but a command to your prospect. You need to be specific and tell them exactly what needs to be done. Don’t ask them to act- tell them to act, for example, “Like what you see? Claim your spot now”, “click here, and I’ll tell you what this is about,” etc. This is known as an embedded command, and it’s a way of putting a thought on the prospect’s mind to act without making them feel that you’re forcing them or ordering them.
Getting your email marketing right is one of the best contributions you could ever make for your business. Start off by creating an email list of your potential customers and the next steps are to:
- Get it delivered.
- Get your prospects to open it.
- Once opened, get them to click it.
Each of these steps have been explained in a clear cut and comprehensive manner for you to understand the importance of email marketing. Remember that email marketing plays a major role in skyrocketing your sales and it shouldn’t be underestimated.