If you send an email and no one reads it, does it even make a sound? It is an all-too-common problem. You think you have crafted the perfect email. It says everything you want it to say. You finally send it off into the world, and…nothing. You check your metrics, and they do not look good. Creating emails that get opened and read is not easy, but, with a few simple tips, you can make it more likely.
Be a Friend, Not a Company
Sometimes, the best way to create a successful email is to imagine what kind of email you would be more likely to read yourself. Which one would you open first; the email from an old friend or the email from a faceless corporation? People are naturally more likely to open and read something that seems personal, even if it really is not.
That is why our first tip is to try to make your emails seem less robotic and more conversational. Write as if you are only emailing a single person. Do not make your subject line a bunch of caps-locked buzzwords. The subject line should be a short, complete sentence that tries to grab attention in a polite way.
Be direct about the purpose of the email, and you will gain your subscriber’s trust. Create emails that are friendly, helpful, and conversational, and they will be all the more likely to be opened and read.
Experiment, but Also Be Consistent
It is important to try different tactics when it comes to crafting successful emails. What works for one company may not work for another. Try signing off your email with your name at one point and at another point without. Try creating emails with the most enticing bit of information at the beginning, and then try later putting that information at the end. Experiment with both the form and content of your emails, and you will eventually optimize them.
At the same time, it is important to not fall into the trap of inconsistency. Experiment with one aspect of the email at a time, and then keep it that way for a while. Otherwise, not only will you be unable to accurately measure what effect each aspect is having, but you will also likely alienate subscribers who have been with you for a while and who are unused to the sudden inconsistency. It will come across as random and unpredictable. And people generally like predictability.
Creating emails that are opened and read is something of an art. There are no hard and fast rules, only guidelines. Try to employ techniques that make your emails seem personal and conversational. Make the contents of your email worth the reader’s time. Be direct about the purpose of the email. Experiment with what you put in your emails, but try to keep some measure of consistency. Try implementing these tips, and you should see better results in no time.