There are a lot of things you might wish remained unopened:
The emergency chocolate you hid at the back of your pantry.
Your latest electricity bill.
Your embarrassing baby photo album (especially when your new love interest meets your parents for the first time).
And then there are the things you really wish were opened, like that email newsletter you spent decades (it was probably hours, but hey) painstakingly crafting and that has now gone almost completely unopened.
What. The. Flip.
Email marketing is one of the most valuable tools in your strategic toolkit. But you can spend all the time in the world writing the perfect newsletter … it isn’t going to do much for your biz if your open rates are low.
So, what’s the deal? Short of personally visiting on your list and hovering over them until they open your email, how can you increase the open rate of your emails? Without, you know, being a creep.
How to get your emails opened (and read!)
Through years of experience and trial and error experimentation, I have discovered a simple solution to increasing the open rates of your emails:
Build a relationship with your audience.
If your audience has gotten to know you and you are providing them valuable info, they are going to open your emails without hesitation. This all ties into another simple strategy:
Always add value!
If your audience knows that your emails always give valuable info, they won’t want to miss out. They’ll crack that baby open faster than a fortune cookie after a break-up.
But as with all things in life, it’s never really that easy. A good relationship is based on value, yes, but it's also based on trust, respect and understanding.
With that in mind, keep reading for my advice on building a meaningful relationship with your audience.
Tips for building a relationship with your audience
Get to know your target customer
And I mean know know. As in, you should almost know your target customer better than you know yourself. What they do with their spare time, what kind of people they like and dislike, what they eat and why they eat it, what movies they like, where they were in 2000, what keeps them up at night … the whole kitten and poodle.
Fulfil your target customer’s needs
Once you know what keeps them your customers up at night, you can set about creating solutions to fulfil their needs. This ties in with always adding value. If you’re stuck, ask yourself: how can you make things easier, simpler, faster, less expensive or more fun?
Use social media well
It’s one thing to use social media as a tick-box exercise (got Facebook? Tick), it’s another thing to use social media well. This means posting consistently engaging and interesting content that connects with your target audience. Think of it as an extension of the ‘add value’ rule.
Have a professional website Your website is the digital face of your business. It tells people what you do, why you do it and what’s in it for them. Which is why your website should be professional, clear and persuasive. Utilise engaging design, compelling copy and interesting content to achieve these goals.
Send well-written emails
This means proofreading and editing your words (or hiring a copywriter if words aren’t your forte) and making sure that every email is targeted and, yep you got it, adds value. Also, take a look at your welcome sequence when someone joins your list. Are you providing valuable info that they want to read? Are they getting to know you through your email sequence? Think about what your customers really want and need from you.
By following these tips, I have no doubt your audience will feel like they know you personally and be more inclined to open what you send.
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