The billions of terrible emails sent by lazy businesses have made life much tougher for the rest of us. I mean, how can you blame the people who delete emails in bulk after a momentary glance? This repetitive cycle only increases their skepticism, making it even more difficult for beneficial emails to reach them.
1. Dial Back Your Email Volume
How often are you sending emails to your main subscriber segments? Nobody wants multiple daily emails from the same sender. In fact, they may well not even want to receive one email a day.
Sending out waves of emails can be described as a scatter-gun approach. Focusing all of your energy on a weekly or monthly schedule will give you the time to produce emails that have value. Skeptics often ignore emails because they don’t believe there’s a benefit.
2. Be Willing to Let People Walk Away
Having an enormous subscriber list is of minimal benefit if half of those users don’t want to be there. Provide an easy link to unsubscribe within emails and give people the choice. As long as you followed the previous step, your commitment to quality might even convince them to stay.
Ultimately, it is better to have an email list of potential customers rather than one loaded with dead weight. A subscriber list filled with dead ends will only hurt your click-through rate and conversation percentage (this is how to add quality subscribers to your list).
3. Add a Rating Scale in Emails
A rating scale is another useful addition to your emails. Give those who open the emails the chance to voice their opinion. This will entirely eliminate guesswork about what types of email work with your audience. Consistent positive or negative ratings for certain email styles will let you refine your emails for the best results (knowing how your users feel can improve your success rate).
4. Reengage with a Fresh Campaign
Look through your email list for subscribers who have not opened any of your emails for at least a couple of months. You can tailor a campaign entirely dedicated to them. This is your chance to win them over and convince them that your emails will be of benefit.
For online retailers, an exclusive offer code will be ideal. However, don’t rush to hand them out the code. Why not set up an extremely brief survey (for example, five questions for a $5 discount) in which you learn more about your skeptics while also pleasing them?
Service providers might need to get a little more creative. Perhaps you can provide a week’s subscription or else free content in an exclusive offer. Again, you should stipulate that the deal requires them to complete a brief survey.
5. Always Use a Catchy Subject Line
Repetition is what can make email inboxes so tiresome. You can’t expect to demand attention if your subject lines are similar to all of the others. Every opportunity must be seized in attempting to attract readers.
As a retail example, count up how many offers are in your latest email – let’s say there are five and that summer is approaching. A clothing shop could use the following tagline: 5 Summer Offers that WILL Win the Beach. The point is that thought and imagination are vital when creating engaging subject lines.
Additionally, you can’t be afraid of negative words. Some businesses are so afraid of negative words that they are drastically limiting their potential for creating connections. The simple fact of the matter is that many people are drawn to drama and negativity. Here is quick service example: You CAN’T Afford to Make These IT Mistakes.
Finally, you have to accept that you can’t win over every skeptic. But what you can do is convince some of them by trying out the email marketing tips above.