Why people don’t read my emails?

In order to be a successful email marketer, it is essential that your subscribers open and read your messages. In fact, if your recipients aren’t opening your messages, they will not be able to take any action by navigating to your site or making a purchase. But you don’t have to worry too much! Just keep calm and read this article. :D

THE IMPORTANCE OF SUBJECT LINE

For sure, your customers are super busy, and they receive tons of emails every single day! I’m sure that you don’t wanna make them crazy…

NEARLY ⅓ OF PEOPLE DECIDE WHETHER OR NOT TO OPEN AN EMAIL BASED ON THE SUBJECT!

And that’s frustrating, I know. Because the random name often appears in a stranger’s inbox that ends up ignored. And when you do get through to someone, it’s usually a really valuable conversation, it really works! :D The email subject line will get cut off if it were too long, particularly in mobile devices. And now with more than 77% of email opens in mobiles, it’s very important that your subject line using fewer characters, not to be so long. If the subject line doesn’t immediately capture their attention, they move on to the next message in their boxes– even if the main body of the e-mail may consist of valuable and useful pieces of information to their business.

When everything serious and formal has been already said, go for humor! A good joke or a funny metaphor in the subject line will always be a good idea and starting point for an email. ;) Another option is CTA ( call to action) therefore the language that you use plays a big role in inspiring people to click. Use action-oriented verbs as subject lines to make it more enticing and vibrant. Try to encourage your audience to open our e-mail, not to dishearten at the beginning by sales subjected line. Cut through the noise by getting personal as for instance: “Thanks for being with us!” or “check out our brilliant offer especially for you” , “ everything what we do is for you”. Intrigue them – don’t spill the beans just yet. Pique their interest. Use names, refer to specific events or anything that would indicate you know the person. Make an effort to find out what you can about your prospect and try connecting at that level.

NAIL THE PREVIEW TEXT

Nowadays modern clients don’t only focus on the subject line, rather are curious about what kind of offer it is and what could they get. It’s not just the subject line that sells people on opening your email. It’s also the preview text.

What is it? No doubt that it’s a great opportunity to include secondary messaging to a short, attention-grabbing subject line. That’s the piece of the text that tells your customers something more about the content of your email.

CONTENT

Now, you know that you have crafted a stellar email subject line, you have your audience’s full attention on the body of your email content. So…, how do you craft copy that will get them clicking? There are some really important rules. Ready? Let’s get started!

I ’m pretty sure that you receive lot of messy emails every single day, it’s actually really normal but you are getting frustrated and become angrier every single day, right? When you receive too many emails with lots of content it can be really frustrating. You have to remember to avoid generic marketing sentences. Try to make them appreciated and let them get to know your marketing email. If you’re sending email with hundreds of words of copy, you’re making it much more difficult for recipients to decide whether they want to click through – simply because they can’t quickly sift through all of the information in your email.

In fact, no matter how fancy your marketing emails look, if they’re devoid of well-written content, your subscribers will stop opening and start deleting your messages.

DELIVERABILITY

Apart from all the tips about subject lines, engaging content, powerful CTAs, and strategic. Of course, all of them work but let me indicate the biggest mistake. Take a big step back and look at the picture from its most foundational point. It’s an email deliverability. If there is an issue with your contact list which hurts deliverability, nothing can be done.

Therefore, practicing list hygiene is crucial for maintaining strong deliverability. This can be done in a number of ways outlined below:

Promptly remove addresses that hard bounce

Addresses that generate bounced email should be removed from your list ASAP! Along with keeping your bounce rate low, some providers identify bad senders at those who repeatedly send to the same invalid email addresses. Whenever you receive a hard bounce notification, you should immediately cease delivery to that address until the problem is resolved. Otherwise, you risk hurting your delivery for other emails on that same domain or IP address.

Use confirmed opt-in

Confirmed Opt-In is used to help prevent spam and ensure that only people who specifically request your information are subscribed to your list. If you collect email addresses from online forms, such as with a newsletter subscription, then you should confirm that those email addresses are valid and were not entered by a third party. You can normally enable Confirmed Opt-In through your sending software or via your ESP.

Honour unsubscribes and removal request

When a recipient asks you stop sending them email, stop it immediately. There is no excuse to let a contact linger on a list or in a database once they have told you that they no longer want email from you. Newsletter software typically handles this for you automatically by including an unsubscribe link in every outgoing email. Let your customers know that you will not bother anymore if they don’t want to receive marketing emails. If you are sending from your CRM system which does not include an unsubscribe link, then you need to use a valid and monitored From and Reply-To addresses so that you can see any removal request in replies. If you do not remove your customers when they ask, they are likely to mark your emails as spam, which can have consequences to your deliverability beyond their single mailbox.

Addresses customer complains

Your customers can be actively complaining in two ways about email which they have received- reporting it as spam in their email software or by contacting you directly. If you know the address that generated the complaint, immediately remove it from your contact list & contact your customer. Don’t just silently remove the address because the contact will have no way of knowing this and they may report the mail as spam anyway.

METRICS

But it isn’t a time for an applause! Remember that your delivered email could end up in the recipient’s inbox, the spam folder, or get blocked, so looking at the delivered rate doesn’t tell the entire story. A better way to measure your email deliverability is to evaluate a combination of email marketing metrics that will help you determine where your emails are ending up, and why they’re ending up here or there. It is worth mentioning about following metrics:

Open Rate

Open rate metric tells you how many people “view” or “open” email which you send out during email campaign. Open rate is no longer a reliable metric and it should be used with caution.

Inbox Placement Rate

Not all ESP’s showcase this metric, however it’s used to determine the percentage of your sent emails that actually hit recipients’ inboxes. While inbox placement monitoring is not one hundred percent accurate, it provides a very good understanding of how different mailbox providers and spam filter vendors are responding to an email campaign. If a campaign has a high delivery rate but a low inbox rate, this can indicate a problem with the email being classified as spam.

Unsubscribe rate

Unsubscribe rate – is the percentage of recipients unsubscribing from the mailing list. This is an inaccurate method of measuring engagement. Recipients often ignore unwanted marketing or sales emails over long periods of time, instead of going through the unsubscribe process.

Connection rejection rate

Connection rejection rate – it shows you the percentage of sent emails which are rejected by mailbox providers. This measurement is not to be confused with a hard bounce, which is related to a permanent delivery problem such as an invalid email address.

IT’S TIME TO COME CLEAN

The longer you put off organizing your email list, the harder it will be to get it back in shape. So don’t delay. There is a simple solution-email verification. Before sending out the campaign, just run your list in CSV format, andanalyze the results in order to exclude from the campaign all bounces. Your openrates will gethigher, as firstly you will email real people, and secondly, your deliverabilitywill be secured.

When you discover a good strategy, share it with your marketing and sales teams. Knowing when your audience is most amenable to talking can help them improve their approaches as well. Most importantly, talk to your leads like people, not just sales prospects.