Your Mom’s the Only One Opening Your Emails (Let’s Fix It)
You Send Great Emails, So Why Aren’t They Getting Opened?
You’ve been emailing your list for a while now, and you have some opens - most consistently your mom - but you know you should be getting better results.
I mean, your mom says your emails are great! So, what’s the problem?
Let’s look into why your emails aren’t performing better and how to get more opens beyond friends and family.
What’s Your Email Sender Reputation?
You know “that guy” who’s always in it for himself? His reputation is that of someone only interested in what he can get from people.
Google, Outlook, and other email providers want to make sure you are not “that guy”.
Even good senders can get flagged if their reputation slips — so it’s worth keeping yours squeaky clean.
So, how do you improve your sender reputation?
Delete invalid email addresses. Check your analytics or list for any “hard bounces,” which are invalid email addresses. Seek And Destroy. (Metallica fan? Ok, never mind.)
How often are you slinging emails? Unless your subscribers know to expect it (like a daily tip), blasting more than once a day feels spammy.
Send emails with awesome content to encourage high open rates and engagement through clicks and replies.
Keep your unsubscribe rates low by only adding people to your list who opt in and by sending valuable content.
Are You Using Either Type of Bad Words?
There are two types of bad words in email marketing: curse words and spam-trigger words.
There are plenty of lists you can Google that will tell you words to avoid, and here are some popular ones:
Words and ideas like these:
Urgency & Scarcity (False or Real)
Words like: Act now · Limited time only · Don’t miss out · Last chance · Hurry up · Exclusive offer
Hard-Sell Marketing Jargon
Words like: Discount · Sale · Best price · Guaranteed · Risk-free · Click here · Special offer
Exaggerated Claims
Words like: Miracle · Scientifically proven · Secret · Once in a lifetime · Work from home & make thousands!
Over-Used Industry Favorites
Words like: Free · Urgent · Deal
Basic Principle: Keep language conversational, avoid multiple exclamation marks, and focus on value > hype.
*Check current email provider information on words that will get your email sent to spam, as they aren’t always the same. Many of these words are off-putting to your readers anyway.
Subject Lines: The Gatekeepers of Your Emails
Your subject line is the front door of your virtual world. If it looks sketchy (or boring), readers will stroll/scroll right past.
You want to say, “Hey, come on in, friend. I’ve got something for you (not, I need something from you).
Sound human, not salesy or like a robot.
None of us has time to be sold to or to listen to a robot. We want to hear from real people.
Write like you’re texting a friend:
“Quick question for you”
“This made me laugh”
“Thought you’d like this”
Use curiosity, not clickbait.
The goal is to make someone lean in, not roll their eyes.
Bad: “Last chance to save BIG $$$!!!”
Better: “I don’t want you to miss…”
Keep it short.
Subject lines can get cut off if people are checking with their phones, which many are. If your subject is too long, it’s probably a turnoff as a red flag that your email will be long-winded. And nobody has time for that.
Test it.
Send the same email with two different subject lines and see which gets more opens. That’s how you’ll learn what actually gets your audience interested in your emails enough to open then.
The Best Way to get Your Audience to Open (and Love) Your Emails
Give your audience your best.
Relate to them, help them, entertain them, treat them like the individuals they are. People open emails from the people they know and like (without necessarily caring what the subject is).
Write to your ideal client or your most valuable client (not to mom - sorry, mom!).
What do they care about? What would help them?
Conclusion
Email marketing is a blend of art and science. Once you get the right mix for you, you’ll be golden. Don’t give up - keep trying.
