Email open rates across industries average about 25%. Inbound marketing emails that focus more on adding real value to customer lives have rates much higher. If your emails aren’t being read, you’re wasting time and money.
By understanding why people aren’t reading your emails, you can make small but impactful changes to better connect with email recipients.
Let’s look at 7 reasons no one’s reading your emails and the actionable steps you can take to fix it.
1) You’re Sneakily Opting People in
Whether you’re buying leads who really don’t want your emails or opting people in automatically every time you acquire a new email, you’re not nurturing leads and building a trusting relationship with customers. This isn’t email inbound marketing.
Instead, build your list organically through blogging, gated content and subscriptions that get people excited to sign up. Don’t be so afraid to lose a lead that you “force” a person into receiving your emails.
2) Recipients Don’t Feel Like They Can Opt Out
Legally you must give people the ability to opt out of your emails. But some make opting out a little more challenging in hopes of keeping the lead.
You don’t have to put opt out at the top, but it should be easy to find and to understand, no hoops or red tape required. Make sure you followup by removing the address from your list promptly.
Inbound marketing is about building relationships. Holding on when they’re trying to leave will create animosity not change their mind. As the saying goes “If you love something, let it go. And if it comes back, it’s yours forever.” The same principle applies here.
3) Your Content Isn’t Targeted
Imagine that you have clients who are law firms, medical practices and HVAC company owners. Each of these audiences has unique terminologies, challenges and techniques.
HVAC will feel a bit lost when you talk about patients. Your law firms think they signed up for the wrong email if your lead in is how to get customers to sign up for an A/C maintenance program.
It’s okay to overlap content among emails to save time, but each recipient should feel that every email if highly relevant to them.
4) You’re Not Adding Value to Your Customers
Emails aren’t the time for random ramblings or content without purpose. Every email should include useful, timely and actionable information. When customers finish reading your emails, they should be looking forward to receiving the next one.
5) You Haven’t Done Sufficient A/B Testing
Once you send an email out, that’s it. There are no redos. A/B testing subject lines, offers, times of day and other details on a small but representative subset of your list, will help you understand which email will get you the greatest ROI.
We’re not talking about creating 2 totally different emails here. Often the smallest things make a difference.
6) Your Email Schedule is Too Consistent
This may seem counter-intuitive, but if your email is too frequent and consistent, it starts getting ignored. Based upon A/B testing, find 2-3 ideal days and 2-3 ideal times to send your emails. Mix it up.
Regarding frequency, match it to your sales cycle. Consider times of month or year that they may be more in the market than other times.
Schedule emails accordingly.
7) You’re Not Putting Appropriate Emphasis on the Subject Line
33% of people make the open decision based upon subject alone.
20th century marketing legend David Olgilvy made a great point when he said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
While inbound marketing open rates should be must higher than 20%, this principle holds true. More people see your subject line than your email body. Put ample focus on creating impactful subject lines by doing things like:
- Creating templates that work
- Doing A/B testing
- Demonstrating a benefit
- Invoking curiosity
Create Inbound Marketing Emails For Customer and You Create a Win-Win
When you put your customers first in your inbound marketing email campaign you create a win-win. You add real value to a person’s life and they want to do business with you.
To learn more about how we can help you create a win-win with your inbound marketing strategies,contact us today.