Email marketing is a massive industry these days but not all of us can afford to hire someone to do it for us. As a result we are left to fend for ourselves and learn the hard way how NOT to do email marketing. This costs time, money and every now and then a little bit of your spirit when it just doesn't work. Here are The Top 5 Reasons Why People Aren't Opening Your Emails!
1. Nondescript Subject Lines
One of the first things people see on your email, after your name, is the subject line. With the massive increase in the use of smartphones for day-to-day management of businesses, you have no way of knowing how much of your subject line the recipient is going to see. Make your sure your subject line is clear, concise and catchy because this may be the only chance you get to have the person open it.
2. Not Creating Curiosity
Does your “headline” make the recipient want to read further? Especially with marketing emails, this includes pitching ideas to people, you want to create the kind of curiosity gap that spurs the reader on. If you can’t grab their attention, chances are your email will just end up further and further down in their inbox where it will be forgotten about of barely given a cursory glance.
3. Spam Words
As we all know, email filters are designed to recognise certain words as a trigger for spam. What you may not know is that there are some fairly harmless seeming phrases or words that will land you in the junk or spam folder of your target market. You can read a list of the most obvious ones here but things like “awesome stuff” or “free access” might be ones you never thought of as being triggers. These will take effect if they are in your subject line but you may want to try and avoid them in the body of the email too.
4. Putting on the Hard Sell
Words like “last chance” and “act now” will likely land you in the spam folder anyway but if they don’t, they will probably annoy the recipient. Even if you are offering great value or discounts or it might truly be the last chance they have to take advantage of an offer, keep the hyperbole to minimum and instead appeal to their sense of urgency using more persuasive language than aggressive. Always remember to think of how you would feel receiving the email from a company and if you have any concerns then change, because chances are if you’re concerned others will be to.
5. Deception Inception
If the first email you send someone has the subject line “Have you got a second?” and you then proceed with an email that has pages and pages of content, it clearly was never going to be “a second”. This also applies to subject lines that imply you have spoken or made contact with them before when you haven’t. If you make this mistake, you will only get to make it once with each recipient because once bitten is twice shy and your emails may get filtered or just deleted. Also be open, honest and truthful because this sets you up as someone they can trust and will help with further opportunities in the future.
This article was prepared by Ant Ulijn, Social Media Extraordinaire and Values Alignment Expert from emanation. If you found this information useful, please comment below and make sure you like us on Facebook for more great content like this.