If your email open rates are poor, and nobody is replying – here’s 3 reasons why.
And what you need to do to fix it.
Let’s dig in.
1. Your Emails Are Boring (Sorry!)
Sorry if that seems a bit brutal. But that’s what your customers think.
If all you ever send them are ‘buy this’ emails or endless ‘special offers’, it’s not surprising they’re bored. They’re probably deleting those emails without ever opening them.
And if you’re not a big dull corporate, then don’t send out dull corporate newsletters 🙂
To fix this – ask yourself a couple of questions.
- Why did these people sign up to my email list in the first place?
- What are these people hoping to achieve, what are their desires?
If you sell barbecues, share cooking tips and recipes. Send out photos and videos of your grills in action.
If you’re an accountant, share relevant snippets on tax or employment changes. Tips on managing receipts or book keeping.
And if you come across other articles or videos in your niche/industry, it’s OK to share those too. I’m not saying promote your direct competitors – but sharing someones amazing sauce recipe on YouTube is not going to hurt your barbecue sales. And your customers will appreciate it 🙂
2. Your Email Subject Line Sucks
Remember, in most cases there are only 2 things that affect email open rates. Who it’s from, and the subject line.
If your customers have learnt that you send great emails (that aren’t boring!), then you will have an easier time. But that subject line still really matters. Because emails that get ‘saved for later’ don’t get opened.
Which of these is more likely to get opened?
SALE: 10% OFF SELECTED BARBECUES
or
The best BBQ sauce you ever tested (here’s the recipe)
Enough said?
3. You’re Not Sending Enough Emails
Dull corporates send ‘monthly newsletters’.
You’re not a dull corporate.
So don’t save things up for once a month and call it a newsletter (yawn). Send emails as and when you have something interesting to say.
A lot of business owners resist emailing more often. “My customers will complain I’m spamming them”.
No they won’t. Not if you’re sending interesting, relevant emails that they want to read. They want more of those!
Sure, if you go from a monthly newsletter to suddenly emailing twice a day then some people will complain. So do it gradually, and let them know what you’re doing and why.
If you’d like help with your email strategy, get in touch with us here.