If you are using email marketing to promote your products and services, how you compose your email is crucial to getting subscribers to open, read and interact with your newsletter content. Here are 9 tips for increasing your email marketing response rates.
- Craft a compelling subject line. Your subject line determines whether or not your recipient will open your message. It is, essentially, the teaser copy for your email, so it should intrigue and spark curiosity. Tell the reader what they will find inside, but don’t reveal too much.
- Personalize your greeting. Start each email with “Dear [Name].” By personalizing your message, you help build credibility and rapport.
- Create a compelling offer. In order to get readers to take a specific action, you need to clearly explain how they will benefit from your offer. How will your offer solve their problems or make their lives easier? One way to do this is to offer a bonus or special offer such as a special report, a trial, a discount, tips and advice, or the latest news about your industry. Focus on what prospects want to know.
- Keep your email short and easy to skim. Don’t write lengthy paragraphs. Bullet points and short sentences are easier to read.
- Provide a call to action. Tell readers exactly what they must do to take advantage of your offer.
- Sign your name. Make your email credible by signing it with a title and your company’s address and phone number.
- Add a one or two sentence “P.S.” Summarize the one key reason why readers should take advantage of your offer now and repeat your offer and call to action.
- Include an opt-out link. To comply with CAN-SPAM Act laws, make sure you give readers the option to unsubscribe if they no longer want to receive email from you.
- Consider A/B split testing. If you have an email list larger than a few hundred recipients, divide the group in half. Next, change one element of your email such as the subject line, the offer, or the call to action. Send version A to one half and version B to the other. Then, compare the results. Which version got more responses? Use that as an example of what to send in future emails.
By testing your subject line, offer and call to action, you can dramatically increase your small business email marketing response rates.