We all get 1000 emails a day and what we end up doing is just delete, delete, delete, delete, which by the way isn't a bad thing, just the fact that someone in your mailing list is getting your email and deleting it means they're seeing the name of your company, so it's not a complete failure.
But still, it's better if somebody actually opens the email and reads it. =)
And a lot of businesses just aren't doing a very good job of getting subscribers to open their email, because the subject line of your email is not very interesting. I don't actually want to read it. It's too vague.
Here are two basic rules that you can follow:
Tell them the subject line – What's in it for them
Are you having a sale? Tell them.
Do they get to see Taylor Swift in concert this week? Tell them.
So many times, businesses will unknowingly say things like: "It's that time of year again" – instead of – "It's a 40% off sale".
"It's that time of year again" doesn't make someone want to open the email. They don't know what you're talking about. It unfortunately is too vague and doesn't actually offer them anything.
How about: "Concerts are really fun".
Concerts ARE really fun. Unfortunately, that doesn't get someone to open your email. If your subscriber is super into Taylor Swift, HER concert gets them to open your email.
The examples above are obviously a bit of an exaggeration. However, the point is this. Be clear in your email objective. If it's a sale you're after, then state it. If it's educating your subscribers, then state what you're trying to educate them on in your subject line by opening up a storyline.
That brings us to rule number two.
If it just so happens that your business isn't selling a product then rule number one may not be completely applicable or clear-cut. If you're a service-based business and 40% off doesn't fit your value proposition...
then you've got to start with a good storyline. What do we mean?
If you're not going to just tell someone – What's in it for them. You've got to open up with a really good storyline. That means they have a question in their head and they want to know the answer to that question.
Here's an example. Instead of saying:
Subject: "Is employee retention really hard?".
That doesn't necessarily open a story loop. What can get someone to open the story loop in the same context is:
Subject: "The ONE thing every employee hates in a boss"
THAT has a much more compelling open rate because it drives with emotion, and that emotion drives someone to wonder what that one thing is.
So the two rules:
Tell them what's in it for them in the subject line of the email or...
Make them open the email by creating a story loop.
Either way, your open rate will be much more defined and give you the feedback and data needed to see who your valuable subscribers are and what they value.
Go back through the last 10 or 15 business emails that you've sent. And ask yourself:
"Did I say clearly what's in it for them or did I open a storyline?"
If you didn't, that needs to be improved and the emails that you send out from now on. You want to open a story loop or tell them what's in it for them, and you begin to slowly but surely see:
A lot more people opening.
A lot more people reading and hearing.
A lot more people buying your product or service.
Just try it. Happy Marketing!
NOTE: It's important to note that email campaigns must be looked at as a long game with long term growth. There are of course short-term gains that you can get out of it, but the problem is, most businesses expect the latter when it comes to email marketing, so they build their processes with those expectations, without the foresight for their future growth and measure the success of their campaigns accordingly. Be patient. Stick to the two rules we gave you and you'll start to see a change.