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How to Ensure Your Marketing Emails Are Opened By Potential Customers

This is a guest post by Ruth Hinds.

email marketingEmail marketing can be an extremely effective tool for business owners. Sending messages directly to the inboxes of existing and potential customers has obvious benefits, and can convert well into sales and enquiries.

One of the most important questions though, is how do you ensure your emails are opened by the recipients? We all receive masses of emails each and every day, so if a business wants to make the most of their campaigns, they need to make efforts to get their messages opened.

Here, we take a look at what you should be doing to achieve maximum opening rates.

Make sure it’s part of an overall marketing strategy

Email marketing is a useful tool, but it can’t exist on its own. For starters, how will you get people to sign up for your list? SEO is a good bed partner for email marketing. You could, for example, drive traffic to your website from the search engines, then offer an incentive for visitors to sign up for your list. This could be a money-off voucher or an e-book in your area of expertise. For maximum success with this approach, consider using the services of a professional organic SEO company.

Write a compelling subject line

The email subject line is the teaser that will make your email list want more. You’ll be competing with tens of other emails in their inbox, so you need to stand out and be intriguing. Titles such as, ‘Our Latest Newsletter’ are unlikely to have the desired effect, so think outside of the box and get creative. Tell them what’s in it for them. If you’re a B2B company and you sell marketing, for example, your subject might be, ‘Do You Want to Bring in 5 New Customers This Week?’.

Build a reputation for quality content

People have signed up to your email list because they’re interested in what you have to say. They’ll be assessing your first few messages, and if you aren’t offering value, they’ll unsubscribe. Every email you send out should be interesting and offer something that will be relevant. If you do it right, your list will start to look forward to your emails and what you have to say.

Send your emails at the right time

The day and time that you send out your emails has a massive impact on whether they’re opened. The best choices will vary greatly from business to business. So, for example, if you run a B2B, it’s unlikely that sending a weekend email when everyone is away from the office will be opened. A Monday morning email could work really well though. Do some testing and experiment with when you send your emails to establish the best approach for your target market.

Use a reliable email marketing provider

If you’re not already using an email marketing provider to send out your emails, you should sign up immediately. The likes of MailChimp and Aweber offer free and low-cost solutions that will make your emails look much more professional. If you’re sending newsletters through your usual email browser, you’re giving out the wrong messages and you’re also running the risk of having your address blacklisted as a spammer. When an email goes straight to a junk folder, it’s very unlikely that it’ll ever be opened.

Following these tips, you’re maximising your chances of running successful email marketing campaigns. Always measure your results and treat it as an ongoing learning process.

Do you use email marketing? What tips would you share with other business owners?

About the Author

This article was brought to you by Ruth Hinds on behalf of WebSearch SEO. WebSearch is based in London and offers risk free, ‘pay on results’ SEO services including link building services for online synergy and success.

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2 Responses to 'How to Ensure Your Marketing Emails Are Opened By Potential Customers'

  1. Jungo says:

    Silly question, but wouldn’t it be easier and personal to the recipient if you use gmail or a yahoo instead of an email marketer provider?

    • Lisha says:

      That is a fair question. And it makes sense to think that might be the best option. However, with an email autoresponder, it helps you deal with a lot more emails so you’re not emailing people all day long. It also helps keep your email address from being seen as spam, therefore your emails are less likely to end up in the junk/spam folder.

      Also, some email marketers feel that using a free email provider is less professional than emailing with an address from your domain name, but I personally don’t think it matters much to most people. Only people who would be paying attention to that. I personally rarely look at someone’s actual email address when I get an email from them.

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