Who’s Opening Your Emails?

If you don’t know the complete answer to this question, you’re missing out on huge opportunities. Some marketers are under the impression that email marketing is dead. After all, 2.5 billion people use social media worldwide every day. With such a flurry of information available at people’s fingertips all day, every day, why would anyone ever continue using email marketing?

The short answer: because it works.

There are 3.7 billion active email users worldwide, which is substantially more than the number of social media users. Do many of those people overlap? Sure, but there are also a whole lot of people who are not avid social media users or have disconnected from (or were never connected to) social media. You want to reach those people, too.

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If you’ve already caught onto the idea that email marketing is still important, the next step is figuring out who is opening your emails and why, and why most of the emails aren’t being opened at all. There’s both an art and science to email creation.

If you’ve ever tried to write an attention-grabbing email subject line, only to find yourself staring blankly at your screen, you’re well-aware of the challenges of this craft.

Email Marketing 101

The Subject Line

While what you have to say is obviously essential, the first thing you need is an outstanding headline. As you probably know, people are inundated with emails every day, so it’s important to create a subject line that makes you stand out (without being obnoxious).

The Content

It’s important to be as succinct and to the point in your emails, while still delivering vital information. This is a balance that’s often difficult to achieve. Bear in mind that more than half of your recipients will likely be viewing your information on their mobile devices. This means it’s important to make your content reader-friendly for all devices and especially for those on a smartphone. Be sure to:

  • Use bullet points
  • Keep sentences short
  • Incorporate images
  • Be brief with your overall email message

The Call-to-Action

Never send an email without a call-to-action (CTA). This is your prime opportunity to link to your contact page, invite readers to take advantage of a special offer, set-up an appointment, or offer your phone number so they can easily call you to get more information.

Why Tracking Emails Matters

With the basics out of the way, let’s talk about metrics. Writing a great marketing email doesn’t matter if nobody opens it. And, it doesn’t really matter if someone opens it but takes no action. Tracking email opens, clicks, and conversions will help you hone in on what your customers really want, enabling you to alter future messages to suit their preferences better. In the end, the process will allow you to facilitate greater relationships with your customers while learning about your organization’s strengths and opportunities.

1. Analytics Lead to Leads

Let’s say you sent an email campaign last week and have noticed that two particular prospects have opened your email multiple times (yes, you can see this information when you utilize email tracking software!) This tells you those potential customers have you at the top of their minds. This is a great time for sales professionals to reach out to those prospects; alternatively, you might craft an email follow up that’s specifically intended for people who seem to show high interest in your business but haven’t yet contacted you.

Qualified leads are essential to the growth of a business. Being able to give your salespeople the information that can actually facilitate a sale is key to reducing internal frustration and bolstering engagement.

2. Metrics Matter

Are more people opening your emails this month than last month? Did you get more clicks this time around than you did on your prior campaign?

If you’re not tracking your metrics, you won’t be able to answer these questions. It’s important to set a baseline so you can then create measurable goals surrounding:

  • Open rates – The number of people who open your email
  • Clicks – The number of people who actually click on the links you provide within your email content
  • Conversions – People who ultimately buy your products or services or become qualified leads for your sales team.

You can’t improve your email strategies if you don’t know any of this data to begin with.

3. Other Important Insights

When it comes to email marketing, timing matters—a lot. Depending on the industry you’re in and the consumers or businesses your targeting, different times of day or days of the week can make a huge difference in your open and click rates.

Photo Credit: Smart Insights

Surprisingly, for example, ultra-busy professionals tend to pay attention to B2B email communications that are sent on the weekends.

Trigger Emails are Important

Trigger emails can come in the form of welcome, reminder, birthdays, anniversaries or thanks-for-visiting emails. Once you have your email lists segmented and identified properly, it’s easy to load messages into automated servers that’ll send personalized messages directly to the intended audiences.

Email Programs Help You Reach Out to Customers You Haven’t Heard from in a While

You certainly don’t want to send a welcome email to someone who did business with you five years ago, but you don’t want to ignore them, either. Email programs enable you to tag customers who have been absent for a while so you can touch base with them and draw them back in.

How to Optimize Your Email Marketing Strategy

A/B testing (also known as split testing) helps determine if subject lines, specific words, colors, images or fonts attract readers’ attention over other options. In this scenario, you’ll send one format of your email (the “A” part of your testing) to half your contact base. The other portion of recipients (your “B” people) will receive a similar email that’s altered for testing.

Photo Credit: Optimizely

During your A/B testing, you can also test times of day and different days of the week. The email content is exactly the same, but maybe nobody’s going to open your email on Tuesday morning at 7am. The other email might get more opens and clicks simply because you sent it at lunch time on Thursday.

Each piece of information you can gather from A/B testing will help you home in on an optimal email marketing campaign. It may take a few tweaks and adjustments, but that’s why testing exists in the first place. Once you’ve figured out what attracts the attention of your readers, you’ll have a template for future success.

You don’t have to struggle with figuring out email communications all on your own. You can have people on your side who understand how to set baselines and create measurable metrics. The Weinstein Organization is happy to help you achieve optimal open rates and improved results. Reach out to us today if you’d like to learn more about our services!