Your email message has competition

[Scott Ames]

Looking at my inbox I realize that I don't read every email from every list I'm on. I'm sure many of your customers do the same. Sometimes I see the same subject line 3 or 4 times and that's a sure sign of an affiliate push.

Much of what I get is good, but there is only so much time in the day to read. No matter how much I like you or how good your message is, I'm not going to see it unless your subject line makes me open the message.

Here are some things that could improve your open rate in my opinion. And by the way, I'm not perfect on these myself.

1. The subject has to be fresh and of interest, even if you are acting as an affiliate. Offer me a better bonus, a free video, or some insight that no one else has.

2. Mail from a consistent From address. You would be surprised how many marketers mess with their From address at almost every mailing. You lose branding and the emails are not grouped together. If I have a rule to put your email in a folder, it may not get there. Pick a from address and stick to it.

3. Make the first line of your email very interesting. The reason? Google and other email clients display the first X number of characters and I can see if the email is of interest even before I open it.

4. If its really something I should pay attention to, tell me over and over. Don't just mention it once and drop it. I don't remember things and am busy. Even that web conference I signed up for I'll forget. Keep reminding me, but don't send the exact email each time. I probably didn't open all your emails anyway.

5. Don't make me read a message the size of "War and Peace" with any email. If you do this I will get bored and drop out. I would rather have a link to more info.

6. Don't trick me into opening the email. "Notification of Payment" better be telling me that I have money coming. If it is a trick to get me to open your email it will work, but only once and without any sales for you.

7. Keep in touch. Some mail regularly, and some don't. I'm less bothered by daily emails than one that shows up after 4 months of silence. I signed up for your list, I want to hear from you, not forget who you are. If its everyday, great, as long as its not pitch pitch pitch. I expect to be pitched to, but sprinkle it with goodies and I'll sing your praises.

8. Don't send me an attachment unless I know its coming. That is a sure way to get ignored. People don't trust attachments much these days. Give me a download link if its something I may want.

I'm sure others could pipe up and give some ideas on how to improve email communication and open rates.

[areustle]

Great post Scott. I totally agree with you.

If I am busy, I am very quick to delete emails from individuals or companies that don't provide me with enough value in each email.

I believe that adding value is vital to getting your emails opened. Whether it be an interesting article or video as you mentioned or a valuable coupon to a favorite store.

If I know that the sender provides value, I may not open it up right away, but I am not hitting delete either.

[Scott Ames]

Originally Posted by areustle

Great post Scott. I totally agree with you.

If I am busy, I am very quick to delete emails from individuals or companies that don't provide me with enough value in each email.

I believe that adding value is vital to getting your emails opened. Whether it be an interesting article or video as you mentioned or a valuable coupon to a favorite store.

If I know that the sender provides value, I may not open it up right away, but I am not hitting delete either.

Exactly. Its sure easy to cut and paste an affiliate message and fire it off to a list, but that doesn't give them anything of value.

[imaddict]

Pssstt... know what works much better than Email these days? Hand addressed letters. Competition = 0. You're marketing in a vacuum

[Scott Ames]

Originally Posted by imaddict

Pssstt... know what works much better than Email these days? Hand addressed letters. Competition = 0. You're marketing in a vacuum

I'll bet it does. Costs a bit more and you would have to know your customers snail mail address, but I've gotten some like that and I've paid full attention to them. Some look hand written but they are not.