By Louis Foong
215.3 billion emails are sent and received every day. 70% of digital marketers consider email marketing to be great for ROI, but this isn’t the case if your emails are badly-crafted, badly-timed, or badly-targeted. Sending the wrong message to the wrong person means that you’ll probably be sent straight to the oblivion of the Junk folder – this can even happen if you send an email to the right person, but use the wrong subject line. 22% of opt-in emails don’t even make it to the inbox. Ouch. With everything that can go wrong with emails, it’s understandable that a lot of marketers aren’t really sure how to get the most bang for their buck. Luckily, OnBlast Blog offers a comprehensive primer on sending out emails like a total professional. Let’s see what they have to say.
How to Write a Killer Subject Line:
- Promise something good
- Keep it short and sweet and provide a clear benefit
- Use numbers or statistics
- Use an exclamation point or emojis
- Try to tickle the reader’s curiosity or ask a question
- Use power words
- Add personalization, like geo-localization or the recipient’s name
- Point out common mistakes
- Make the recipient feel special
- Show a sense of urgency
How to Boost Engagement:
- Make sure that your call to action is located near the top of your message, so that the reader doesn’t need to scroll down to see it
- Make sure that your message is optimized for mobile – 67% of people use mobile as their main device for checking email, so your message is likely to be ignored if it doesn’t work on a phone
- Start small – your first emails should introduce your readers to your company and products, and you should build trust before aiming for bigger goals
- Use pre-headers to grab your reader’s attention
When to Send:
- 24% of emails are opened within the first hour after they are sent, but your chances depend on the time and day you send, and your target audience
- The best hours for opening rates are 8am-9am and 3pm-4pm. 38.7% of emails are sent between 6am and noon, so most people’s email boxes will be cluttered at that time
- If your audience is 30-50 years old, try to send in the early afternoon when they are likely near a computer and before 4pm when many of them start their commute home
- The best days for opening rates are Tuesday and Thursday, and the best day for click-through rates is Friday
How to Avoid Spam Filters:
- Be CAN-SPAM compliant and make sure to include a link to unsubscribe – since 25% of subscribers have signed up unintentionally, giving them an opt-out is good customer service
- Avoid misleading subject lines and spam trigger phrases like “Pre-Approved”, “Earn Money”, or “100% Satisfied”
- Don’t use purchased lists for your mailing
- Ask readers to add your email address to their whitelist in order to keep receiving your emails in their inbox
Recipe for a Perfect Email:
- An attention-grabbing subject line that clearly outlines the value you offer.
- Personalization that is tailored to the reader.
- A body that is direct and to-the-point, without any needless fluff.
- One message or topic per email – any more than that can strain the reader’s attention span.
- An explicit statement of value.
- A clear call to action.
OnBlast recommends a number of email productivity tools: URL Profiler, Sidekick, YesWare, Boomerang, Bulk Email Checker, and Canva. Does your company use any of their tools? Which would you recommend? Let me know in the comments!