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An overwhelming amount of emails are sent out each day – 293.6 billion to be exact. And they’re not slowing down. By next year, this number is expected to increase to over 306 billion.
So how do you even hope to stand out amongst all this noise?
How do you write great emails that your customers actually want to open?
Well, these 6 tips will show you how to do exactly that. Let’s dive straight in.
1. Understand Your Customers
As you’ve probably heard before, knowing what your customers really want is key to running a successful business. This will influence everything, from how you communicate with them, down to how you deliver your services, and what you actually offer.
And understanding your customers is the first step in being able to write great emails.
There are a number of ways to find out more about your target customers, and expensive market research probably comes to mind. But you can actually find out a lot without paying a cent. Here are just 6 ways you can gain honest customer insights for free.
When you’ve gathered enough information, you’ll be ready for step 2.
2. Create Customer Personas
Customer personas are a bit of a step up from segmenting your target audience.
Segmentation groups your audience based on different preferences or where they are in the buying process.
In contrast, customer personas are about creating characters that represent different groups of customers, so you can understand them on a more personal level. This makes it easier to write emails, especially if you imagine you’re writing to just one person – or persona.
Customer personas aren’t to be underestimated. Marketing data service NetProspex saw a 111% boost in email open rates after implementing their own customer persona strategy.
Once you have all the information from your research phase, think about what your customers would be interested in receiving from you. What can you offer that aligns with their needs? What have they expressed a particular interest in? And when?
3. Timing is Everything
Delivering what your customers want at the right time is key to successful email marketing.
It’s not enough just to write a great email. You have to send it at the ideal time.
Loads of tests have been done to try and determine the best times to send out emails. But this depends on many things including what market you’re in, your target customers, and where they’re located.
Use all the information you’ve gathered from your customer research and customer personas to determine optimum email times. You can continue to refine this using the data you’ll accumulate over time as well.
And if your customers are international, don’t forget to take different time zones into consideration.
4. A Good Subject Line is Essential
You know that saying, “don’t judge a book by its cover”?
Yeah, but that’s not true for emails. Your customers will judge your email by its subject line, and if it doesn’t grab them from the get go? Well, they’re simply not going to bother opening it.
More than 35% of marketing emails are opened based on their subject lines alone. So don’t underestimate the importance of putting extra time into this part when you’re writing your emails.
A good technique is to inject a bit of urgency or scarcity into your subject lines. World Data reported that by using urgency, businesses could increase their open rates by 39%.
But don’t overdo it. Customers will quickly catch on if you keep naming every offer ‘exclusive’ or ‘limited time only’ when it’s not.
5. Stay Focussed
Each email should have one goal, and one goal only.
Don’t confuse your readers with too many options. Only give one offer, and one CTA. Think of your email as a guide to bringing your customer to take that one action. You want to make it as easy as possible for them to follow through.
This means your emails need to be self-contained. In other words, your reader doesn’t have to wait for several more emails to understand what you’re on about. Because trust me, they won’t stick around for that long.
6. Make it Worth Their While
Don’t make your emails a chore for anyone. Don’t be a drag. If you have something valuable to offer, don’t hide it.
Remember, close to 300 billion emails are being sent each day.
Most are terrible.
So make sure every time you write an email, you write a great one. What’s unique about your business? What’s going to help you stand out from other brands?
Make it your priority to be the one email that your customer actually wants to read.
Because if you wouldn’t click on your own emails, no one else is going to either.
On that note…
It’s time to start writing emails your customers actually want to open!
If you’re after more information on how to create a successful email marketing campaign, here are 6 simple tips any business can benefit from.
And for more email marketing tips, find the rest of our email marketing blog series here.