July 30, 2013

How to Get Customers to Open Your Email

published this at 7:36 am

By Mark Saghy

Email is, has, and continues to be, one of the best ways to retain customers. It reminds them you’re still around. It reminds them they need to purchase something from you that they may otherwise forget about. It is often the single greatest way to highlight a new product, promote a new brand, or inform about an upcoming sale or event.

How to get your email opened

A person’s inbox is, for many, a sacred space; for most of us, we check it daily, hourly, or even more frequently than that. The advent of smartphones makes it impossibly easy to stay connected to our flow of email coming through.

Despite the benefits, sending your customers an email can be a very sharp double-edged sword. With the increased ease of email use and access can often come a heightened sense of intolerance about the amount of business or advertising that flows through it.

Even with your most dedicated and loyal customers, there is a fine line between informing them and annoying them. One extra email, one unhelpful or confusing title, one tiny mistake noticed at an otherwise bad time, and bam–that customer has deleted the email without even opening it, or worse–they have permanently unsubscribed from your mailing list.

Here are some ways to keep that to a minimum, while encouraging customers to open as much of your email as possible.

Remember the Value of Quality over Quantity

Clearly, one of the best ways to lose customers is to inundate them with email. Again, a customer’s inbox is their personal space; they don’t want it being tied up with marketing campaign after marketing campaign. Unless the customer has specifically requested to receive a particular quantity of email from your company, it’s pretty safe to assume that you should pick and choose your battles very carefully when sending out a message. Consider the following:

Each of these questions should be analyzed, a clear answer formulated, and those answers compared with one another. This should typically be done before every email you send out. Remember, you want to focus on the quality of emails being sent, while also keeping a close eye on the quantity emailed over a period of time. Even the best-crafted emails will start being ignored if you send too many of them.

Personalize

No matter how far we have advanced technologically, some of the basic tenets of sales and customer service still apply to the business world today. Even though email cannot create the same kind of in-person relationship that a brick-and-mortar store can have, you can still try to recreate a perceived sense of a personal relationship with your customer. Done right, this can still be one of your most important retention tools.

One great way to help personalize emails is simply to use names. “Dear Customer” is one way to ensure the customer knows you don’t care enough to address them by name-even if their name is sitting right there in your mailing list database. Why not use “Dear Shirley” instead? It’s a simple fix and, presuming there is indeed a database of names, it can be computer automated.

Furthermore, consider having a name in the “from” portion of the email, too. Rather than [email protected], consider using “Paul D. in Sales” or “Maggie, yourcompany.com’s VP”. In addition to encouraging the customer to open the email, doing this makes it sound more personal, more relatable, and less like a standard form letter-even if you send this same exact email to hundreds of your customers.

Keep It Simple, Keep It Clear

People are busier than ever before, and as such, people are more connected to their inboxes than ever before. Mostly gone are the days of walking out of the office and leaving that world behind until the next morning; for many of us, we are expected or required to maintain email communication with our jobs, no matter where we are-including a the dinner table, while traveling, or while watching our kid’s baseball game. Therefore, it is arguably more important than ever to keep the emails you send your customers as simple, clear, and effective as humanly possible.

You will need to use a little bit of psychology here: instead of thinking about the message from your company’s perspective, consider it from the customer’s point of view. Answer the one very important question your customer is often thinking when staring at your email: “why should I open this?” Whatever you want the answer to be, make that the primary focus of the message.

Keep your email as short as you can, and get your point across in as few words as possible. After you have composed your email, a great way to edit it for clarity is to go back and remove anything that isn’t absolutely relevant or necessary. When possible, bring in a second set of eyes to help with editing and whittling down the language.

Want to share some of your best email tips? Do you have a favorite subject line?

Author’s Bio: Mark Saghy is a marketing executive at ExhibitDeal.com. He is constantly learning and finds joy in sharing his knowledge with the blogging world. You can find him on Google +.

Image credit: http://us.stocklib.com

Filed under Checklists, Marketing /Sales / Social Media, Successful Blog | 3 Comments »


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3 Comments to “How to Get Customers to Open Your Email”

  1. July 30th, 2013 at 11:27 pm
    Jared said

    Just as this blog entry attracted my attention with the “how to,” I find “how to” email subject lines are very effective as well as “10 ways to.” People are always looking for a better way to do things.

  2. September 11th, 2013 at 6:01 am
    What Kind Of Customer Are You Targeting? | prosperosworld.com said

    [...] How to Get Customers to Open Your Email [...]

  3. September 16th, 2013 at 7:30 am
    A Rave From The Grave When Closing Techniques Were Almost An Art Form | prosperosworld.com said

    [...] How to Get Customers to Open Your Email [...]

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