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The Team
03/18/2022

How to Increase Open Rates & Read on Your Email Newsletter

With the rise in social media usage as well as the number of social media platforms, people often ask, “Is email still relevant?” The answer is, “Of course!”

In fact, 75% of marketers said that email marketing has an excellent or good return on investment. At the same time, email is able to reach 85% of the people they’re sent to with open rates of 22.86% and click-through rates of 3.71 percent.

Email remains one of the most relevant and effective means of marketing to date. The question is, how does one make their emails compelling enough to open, read, and click-through? Well, we’ve compiled a few of the best tips that we have on how you can increase your email open rates and conversions. So let’s get started.

 

1. Write Compelling Subject Lines

A good subject line both informs and engages readers. It’s got to be compelling enough for a user to click, and at the same time relevant enough for them to keep on opening your emails.

Inboxes on a desktop or laptop generally show up to 60 characters, whereas on mobile phones you usually get around 25-30 characters. So keep it short and to the point. Focus on the value of your emails and how they might help your subscribers.

Some basic themes you can build your subject lines around include:

  • Highlight pain points: Are you tired of low email open rates?
  • Leverage the fear of missing out: [URGENT] Get it now before it’s gone!
  • Retargeting customers: An item in your cart is now 30% off!
  • Get straight to the point: [Company Name] Sales & Marketing Newsletter
  • Make it personal: “Are you coming?” for webinars, or “Quick question” for quick surveys

 

2. Create useful and memorable content

Now that you’ve gotten subscribers to open your email, your next challenge is to make the content compelling enough that they’re going to want to keep opening future emails from you. This is where drafting relevant and memorable content comes into play.

Your subscribers opted into your email list for a reason. Whether they’re in it to be entertained by a story, informed by your progress on a project, or updated on the latest news and trends, you have an obligation to deliver what it is they expect to hear from you. 

Not sure what it is your subscribers are interested in? You can always ask them! This is the perfect chance to use that “Quick question…” subject line to get their attention and get them engaged. The more users engage with your emails, the less likely it is that they end up in the spam folder.

Don’t be afraid to test out different types of content to see what works and what doesn’t. And when someone does unsubscribe to your email list, take the opportunity to ask them why. Were they receiving too many emails? Was your content not what they expected? Did they just lose interest in the topic or industry? The more information you can gather, the better.

 

3. Keep it Simple

Many marketing experts have put forward that plain text emails work best for them. However, many have also claimed that emails with images are also effective, as the images help break up blocks of text.

Whether you decide to include images in your emails, however, the important thing to remember is to not overcomplicate your newsletter format. Refrain from writing long-winded emails and updates. People’s inboxes are often full of messages, and so you don’t want your email to be included in the clutter.

Keep it simple and straight to the point and you’re more likely to retain your subscribers’ attentions.

 

4. Resend Unopened Emails

Some marketers avoid resending an email that already went out. But the reality is that a lot of people’s inboxes often flag emails and send them to the spam folder or to secondary inboxes and tabs like the “Promotions” tab on Gmail.

If the email is an important one, or one that could have a valuable impact on your business, don’t be shy to resend them to those that didn’t open the first one. More often than not, you’ll increase your overall open rates and engage those that weren’t able to read or receive your email the first time around.

 

5. Segment Your Email List

If you’re an online business, you’ll most likely be getting new leads, clients, or subscribers every week. It’s important for you to distinguish and separate those in your audience who are new subscribers versus those who are already customers or long-time fans and followers.

Emails that go out to existing customers should be different from emails that go out to new subscribers who have yet to purchase your products or avail of your services. Separating the two makes sure that each group receives emails that are relevant to them. The more relevant they find your emails, the more likely they are to open, read, and click through.

 

6. Find the optimal time to email your subscribers

Many email automation platforms and software, like Mailchimp, have tools that can help you determine the best time to send an email. In fact, Mailchimp even says that Monday to Thursdays have pretty much the same open rates, whereas Fridays usually have a larger drop off in open rates.

The recommended optimal time is also said to be around 10:00 A.M. of your respective time zones, after which open rates begin to gradually decrease throughout the day. So find a time and day that works best for you.

Finally, always be testing. The more data you can gather on what works and what doesn’t, the better the analysis, and the more capable you’ll be in improving your open rates and click-throughs. Email may be one of the oldest marketing tools available, but it remains one of the best and most effective means of communicating with your customers, clients, and followers.

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The Team
07/06/2021

3 Email Marketing Myths – BUSTED

2021 is the year for small to medium businesses to embrace email marketing.

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Recent Posts

10/05/2022

Always On Marketing

Are You Missing Out On Sales By Not Having An Always-On Marketing Strategy?

Right now, technology is progressing at such a fast pace for everyone, including online businesses. This progression has led to some serious benefits in the world of e-commerce and digital marketing, but it also means that customer expectations are higher than ever. Statistics show that 75% of smartphone users expect immediate information when using their devices, and 51% believe that businesses should be available to chat 24/7. 

“That’s ridiculous! I’m just one person!” 

We can hear you shout through your screen, and yeah, at first glance it sure does seem ridiculous, but let’s not forget you’re not just one person. You’ve got technology on your side. Technology doesn’t need to take breaks or go to sleep or have a two week holiday in the Bahamas to blow off the cobwebs. Technology is your little workaholic friend. You can use it to develop an always-on marketing strategy that satisfies your customers while also letting you rest. Because, you know, you’re human, and being switched on all the time isn’t a healthy way to be. 

In this blog, we’ll take you through some of the most useful always-on marketing strategies to help you out. Soon enough, you’ll have happy customers and a business that operates 24/7, all while maintaining 8 hours of sleep a night (hopefully). Fasten your seatbelts, drivers! We’re heading out on the road to success. 

What is Always-On Marketing?

We know that customers now expect near-instantaneous responses from businesses when they shop online but did you also know that personalisation has a massive effect on buying habits? According to Accenture, 91% of consumers are more likely to purchase from businesses that provide a personalised shopping experience. Always-on marketing combines 24/7 availability with highly personalised content strategies to create content for customers that serves their exact requirements whenever they need it. 

While other marketing tactics focus on campaigns that push products in short bursts, always-on marketing has an unwavering presence. It helps businesses reach their target audience, retain their customers, and consistently build brand awareness. Even though many always-on marketing strategies are automated, they still require some manual work, not only in content creation but also for market research. 

To keep your content personalised, always-on marketing heavily relies on first-party data collected from your customers. With cookie policies changing soon, collecting this data can require a little more effort and innovation. However, once you have conducted your market research and created your content, the hard work is pretty much over. Simply set up your automations, leave them to run in the background, and analyse the data they produce whenever you need.

The Best Content Strategies for Customer Retention

Okay, so let’s have a look at the most popular always-on strategies used today. You’ll want to implement strategies that are easy to maintain and will make customers feel as though the content is there to serve them and their particular needs. The following marketing tools are easy to personalise and are incredibly effective at helping business owners retain customers while also attracting new ones. They can also be dispersed between multiple sites to help you get the most reach, making it easier for customers to find you no matter from where they are searching. 

Email Automation

Email automation is one of the easiest ways to create a personalised shopping experience for your customers. It utilises your website analytics to help you target people based on product preferences, behaviour, and past purchases. Email automation is a great way to use a customer’s past buying habits to personalise the offers they receive in the future. What’s more, getting people to sign up to receive emails is also a fantastic way to convert new traffic into leads. Simply create a pop up that encourages them to sign up (a 10% discount will usually do the trick) and ask them to select what offers they’d like to hear about in the future. 

These emails also save business owners an immense amount of time as they can create a personalised experience without having to write individual messages to every single customer. That’s because the personalisation of these emails doesn’t hinge on the content inside them. Instead, it comes down to the specific times that customers receive these messages. For example, a welcome email can contain the same message for every customer. The personalisation comes down to it only being sent to them right after they sign up. 

Automations can be triggered to be sent out at any number of specific times. In doing so, these triggers create a shopping experience that comes across as specific to each client without you having to spend forever writing individual emails for every customer. Examples include:

 

  • A welcome email when customers first sign up
  • Sending a reminder email when they abandon a cart
  • Promotion emails when you launch a new product that relates to their past purchases
  • Sending them a discount code on their birthday
  • Special offers in the lead up to celebrations like Christmas, Mother’s Day, and Easter
  • Black Friday reminders

Chatbots

Chatbots are great for providing instantaneous customer support. They’re able to interact with consumers in real-time and give them that personalised, speedy service we talked about earlier. There are a few types of chatbots available but ultimately, they’ll all assist with your always-on marketing strategy. Chatbots are also better than humans at dealing with loads of information and can scan a consumer’s enquiry and provide a solution almost immediately. Whether it’s two in the morning or 6pm on a Sunday, you can rely on chatbots to deliver premium customer support and solutions. 

On-Demand Resources

As we said, consumers crave convenience so if you really want to keep their attention (and their business) we highly recommend implementing on-demand resources. Look, you don’t have to flood your customers with a plethora of information they didn’t ask for or mightn’t find useful, but if there’s anything you think they could benefit from when it comes to your goods and services, make that information available. This could look like:

  • Instruction videos
  • Size guides
  • Downloadable instruction manuals
  • Frequently asked questions 
  • Tips for choosing the right product

Making these resources super accessible also decreases traffic to your customer support team as studies show consumers often look for their own solutions before turning to customer care. 

Social Media Engagement

This sounds like a given, but you’d be surprised how many businesses either forget or don’t know how to use social media to their advantage. But, there are so many features on social media that assist businesses with always-on marketing. Here are some examples:

  • Polls and Questions: You can set polls or questions on platforms like Instagram, Facebook, and LinkedIn.
  • Stories: Most social media story features are set to appear for 24 hours. This means you can engage with customers even when you’re getting those eight hours of shuteye we talked about earlier. 
  • Contests and Giveaways: “Like, share, tag a friend, and follow us for your chance to win!”. Seriously though, who doesn’t love a giveaway? Plus, you’ll likely end up with a bunch of new followers in the process. Market expansion, anyone?
  • Ad Scheduling: AI and automation is your friend. Trust us. You can reach your desired audience anywhere and at any time when you schedule your ads. 

Gain Access to the Best Marketing Strategies for Your Business With Get More Traffic!

Is your website a highway at peak hour? Because boy, you’ll be getting a lot of traffic with the help of our digital marketing experts. We’re passionate about helping businesses all over Australia harness the power of digital marketing to take their sales to the next level. If you’re ready to give traffic to your website the green light and learn how to increase sales and engagement through an always-on marketing strategy, contact the team at Get More Traffic today!

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27/04/2022

April Digital Marketing Industry Updates

New Multisearch Feature on Google App

Google is beta-testing a new Multisearch feature that will help users having trouble expressing their thoughts in a search query. If you’ve ever had trouble trying to find the perfect piece to add to your closet, or a good addition to your dining set or living room furniture, then this feature is the one for you. You can take a screenshot of a dress, for example, and then add in “yellow” or “pink” to find the dress in a different colour. Or you can snap a photo of your house plants and then add “care instructions” to find out how to help them grow. While the feature is only available in English in the U.S. at the moment, this will definitely be a feature to look forward to with regards to search.

TikTok Testing Search Ad Placements

TikTok is currently beta testing search ad placements for their platform. The test was first spotted by David Herrmann, president of Herrmann Digital, a paid social advertising company and shared on Twitter. These search ads, though, are just ad placements. Keyword targeting is not yet available to advertisers. Despite that, the additional placement on TikTok search is definitely promising. Companies looking beyond Google for advertising opportunities would be keen to jump onto TikTok, especially as TikTok has been proven to also have high purchasing intent.

Instagram Updates Ranking Algorithm to Benefit Creators

Recently, Instagram chief Adam Mosseri made a statement that they were currently updating Instagram’s algorithm to favour creators. New Product Tags and Enhanced Tags have been added for greater reach and relevance, as well as an update to the algorithm to favour original content. Additionally, Instagram is also looking into making adjustments to hashtag pages to help increase engagement on hashtags. With these additions, creators and influencers should be able to increase their engagement on the platform.

Twitter Testing Out its “Edit” Function

One feature that has long been requested for Twitter is an edit feature. Recently, Twitter CEO Parag Agrawal suggested that they are working on an edit function. Having such a function would be a useful tool to correct the many typos that occur on the social media platform. The edit function, however, keeps a record of the history of the edited tweet, which would be a compromise between what users want and need versus Twitters long-standing arguments against adding an edit button.

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