In his book Success Secrets of the Online Marketing Superstars, Mitch Myerson introduces you to 22 innovators who have redefined the developing landscape of online marketing. Learn how to master proven strategies, avoid costly mistakes and grow your business. In this edited excerpt, contributing author and founder of WPBeginner Syed Balkhi offers some helpful advice so you can create emails that get opened rather than ignored.
If you’ve created a blog, started a social media account, or even read a few articles online, you’ll almost certainly have noticed that people reading online have short attention spans. There are several reasons for this—including the fact that it’s tougher to read on a screen than in print, and that many websites are chock-full of distractions.
When you’re communicating by email, you may have a slight advantage as there’s less visual clutter in most people’s email interfaces than on many websites, but you’ll still need to compete with dozens, perhaps hundreds, of other emails for attention.
- Spend time crafting your subject line, just as you’d carefully craft the headline for a sales page or the title for a blog post.
- Get the frequency of emails right. For many industries, daily is too much—your readers will feel inundated, and may quickly unsubscribe. On the other hand, once every three months is usually too little—people will forget who you are and may trash your email or even mark it as spam, having forgotten they ever signed up for your list.
- Make your content truly worth reading. Ask yourself, “Would I open this email?” You might want to think about the questions or problems that your readers are likely to have and create content to address those.
- Don’t go over the top with design. Some marketers prefer to use plain text; others use flashy templates. While a bit of formatting helps make your emails attractive and readable, don’t make the whole thing rely on images—these won’t necessarily render correctly (or at all!) in everyone’s email clients.
- Create compelling subject lines. The biggest challenge you face is often simply getting your email opened. Some marketers will go to almost any lengths to entice clicks (I’m sure you’ve had your share of dodgy emails telling you that you’ve won something), but unless you want a lot of spam complaints and unsubscribes, it’s best to craft subject lines that clearly reflect your email’s content. On the flip side, a very bland, boring subject line will often mean your email gets ignored.
If you’re new to email lists, it’s easy to make mistakes. The following are some very common and understandable ones, but they can lose you a lot of subscribers—and money.
Mistake #1: Emailing irregularly. You may start your email list with great intentions, planning to send a weekly tip plus a longer monthly newsletter, but if months slip by without emails—only to be followed by a flurry of messages when you suddenly carve out some time—you’ll be confusing and quite possibly annoying your subscribers.