Email should be a top priority for your marketing and sales teams. It’s s great way to nurture relationships with your customers as well as generate new leads. But in order for your emails to do this, you need to make sure they’re being opened and read rather than sent straight to the trash.
Here’s a few tips to help you optimise your email strategy to get the best response rates:
The subject line of the email is important as it’s the first thing the recipient will see. It’s one of the main deciding factors as to whether or not they will open your email, so you need to grab their attention.
You want to make the subject line short enough that it won’t get cut off by whatever browser or device the recipient is looking at. Keep in mind that a lot of people view their emails on their phones nowadays, so there is even less space to deal with. 50-70 characters is probably best for a subject line. However, that’s not to say that a longer one won’t be opened. If you have a longer line that you want to use, it’s worth testing it and seeing how it works (more on testing later).
Your subject line also needs to be specific and concise. You don’t want a rambling line that has nothing to do with the actual content of the email. You want to make sure that the recipient has an idea of what they’re getting in the email. A subject line that’s too vague won’t pique their interest and will more than likely end up in the trash folder. Get to the point so they know that your email is relevant and useful to them.
Asking questions is a good way of provoking curiosity in your recipient. A subject line such as ‘Are you making these sales mistakes?’ is likely to make the recipient want to open to find out what they might be doing wrong.
You also want to have a bit of personalisation in your email subject lines. A customers name or something specific to their location is more likely to interest them and make them read the email.
Speaking of personalisation, the subject line isn’t the only part of your email that it’s useful for. You want to build a relationship and a sense of trust with the recipient. Personalising the contents of the email as well as the subject line will show them that you know them, that you understand them and what their problems are, and that you are able to help them.
Use any data that you have collected about your recipient from forms they have filled out on your website or any contact you have had with them. There is so much information that you can use to personalise your emails, such as the company name, the recipient’s role within the company, their location, the kinds of pages and items they’ve looked at on your website, etc. Any of this information is worth putting into your email to show your recipient that you know them and make them feel like they’re special.
It’s also worth personalising it from your on point of view as well. Make sure that the email is sent with your name in the ‘sender’ box. Having an email from an actual person rather than a generic company email or a ‘do not reply’ sender is much more likely to get the recipient to open the email.
This is the most important part of your email. It’s the reason you’re writing the email in the first place: to get the recipient to do something you want them to do. So your call-to-action needs to be a priority.
First you need to make sure you know what it is you want your recipient to do. Are you looking for them to download an e-book, sign up to a newsletter, make an appointment, or, if their further down the funnel, sign up for a product demo? Once you know what you want the recipient to do you can figure out what your CTA should be.
Make sure that your CTA is prominent and clear when the email is opened. You don’t want the recipient to have to scroll too much to have to find it. If possible, have more than one link to the same landing page throughout the email, as this makes the recipient more likely to click on at least one of them.
It’s important to use the right words in your CTA. Make sure it’s clear what you want your recipient to do by using words such as ‘download’ or ‘register’, and create a sense of urgency by saying ‘now’ or ‘today’. You want to make it as easy as possible, and as desirable as possible for your customer to click on your CTA.
I mentioned testing your subject lines earlier, and this is an important step in optimising your emails. A/B testing is the key to finding out what’s working and what’s not. This is the practice of comparing two of the same messages, but with slight differences, to see which works better. For example, the length of your subject lines. Sending one email with a short line and one with a longer will show you which length works better with your message.
The two things you have to remember when doing A/B testing are, firstly, only test one thing at a time. There’s no point in having multiple differences in an email and not knowing which difference is the one that’s having the effect. Secondly, know what result you’re looking for. Do you want a bigger open rate, reply rate or click-through rate?
Everything I’ve mentioned in this post can be tested. The subject lines can be tested for length, whether a question or a statement gets a better open rate, or even what different words are more likely to get someone to read the email.
In regards personalisation, you can test the quantity of personalisation that works best, whether two or four aspects is preferable. Or you can test if focusing on the recipient’s location or industry is more effective. Or is it worth having their name in the subject line as well as the introduction, or just the introduction?
A/B testing can show you what resources work better for your CTA. Which e-books have a better chance of being downloaded, and which resources work better for what stage of the sales cycle.
There’s more than just what I’ve mentioned here that can be tested. Things such as the length of the email, the time of day it’s sent and the opening lines are all good things to test to see what parts of your email is more effective at achieving better response rates.
Once you know what parts work best you can optimise your strategy to get the best out of your emails.