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5 Emails Your Subscribers Will Actually Open

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We’re willing to bet that there’s a little red number in the corner of your phone’s email app. 

If you’re one of the rare breeds that has whittled down their inbox to receiving only the emails you open and find useful, hats off to you!

But if you’re like the rest of us, your inbox is probably a tad too full, in other words, a full fledged anxiety attack waiting to happen.

How do most of us remedy that? Check all and delete! Pretty great feeling of accomplishment, if you ask us. 

The problem is… your business’ emails might be on the receiving end of that “send to trash” sweep. 

via GIPHY

The Fix: Automated and Engaging Messages

Not seeing any traction from the emails you create is discouraging at best and might leave you thinking what’s the point? 

Scraping your email marketing isn’t an option, because when done right it is a lead generating, sale converting, customer retaining mechanism. 

Each email you send should be leading you toward one of these goals:

  • Improving customer relationships
  • Increasing revenue
  • Moving the customer further along the sales funnel

By leveraging customer behavior and related emotions and emailing them relevant information at the right time, customers will be more likely to pay attention to your message and act upon it. 

That brings the question, how do you determine the right time for each individual customer on your email list? 

Utilize automated email systems that send pre-written messages to contacts when they meet a predetermined condition.

Case Study

Christina runs an e-commerce store and has built up a sizable email subscriber list over the years. Upon reviewing the analytics of her email campaigns she realizes that engagement with her emails has dropped significantly! Many subscribers aren’t even opening them.

Not only is she not engaging her customers but as the interaction falls, so does her “sender reputation” and email deliverability rates, meaning email services will deem her a low-quality sender and lower her inbox placement rate (think smart filters and primary inboxes).

To tackle this issue and utilize the full potential of her email list, Christina segments the contacts into three groups and assigns what kind of automated (so she doesn’t miss milestones) emails she’ll be sending at each stage. 

New Subscribers: Welcome message

Current Customers: Items left in cart message, cross-selling, and discounts for special occasions

Lost Customers: Re-engagement messages for customers and subscribers who haven’t made any contact with the business in a while

By catching customers where they are in their journey and delivering relevant emails that relate directly to them, Christina is able to increase her open rates and eventual engagement (click-throughs to the website), which correspond to higher sales. 

5 Marketing Emails Essential for Your Business

  • Welcome Message - sent after someone joins your email list. Thank your subscribers, explain how often and what kind of content they can expect from you via email, benefits they receive for being on your email list, and any promo material you may have promised in exchange for them signing up.

  • Abandoned Cart Message - sent when someone leaves your website without purchasing the items in their cart. Consider offering free shipping or a discount to encourage the customer to complete the purchase.

    Note that consistently abandoned carts can be an indicator of a problem with your check-out process. Investigate further to see where the issue lies.

  • Cross-Sell Message - sent after a customer purchases. Think about what product pairings would go with the purchased item and suggest them to customers via email. For example, if a customer purchases a nightstand, an appropriate cross-sell may be a bedside lamp. Try out these emails with and without discounts and note which ones customers are more likely to act upon. No need to offer discounts if customers will buy regardless!

  • Special Occasion Message - sent anytime a customer reaches a prequalified milestone. If you have a database of customer birthdays, send them a message with a special discount code every year. If you don’t have that info, think about highlighting other milestones, like their first purchase or when they joined your email list. These emails help retain customers and build loyalty.

  • Re-Engagement Message - sent to a targeted list of subscribers who haven’t opened or engaged with your emails in a while. These are those creative “haven’t seen you in a while emails” that get people’s attention.

    The goal with these emails is both to re-engage people and cull the ones who just aren’t interested. While your email list will be smaller, it will be more efficient and your deliverability and open rates will improve when you get emails into the hands of the people most likely to interact and purchase from your business.

 

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