Email is at the center of a tug of war in marketing and it is probably causing you a lot of confusion. How often should you be emailing your list? Should you be building an email list still in this day and age? Does anyone even open emails anymore? Do emails work? What should I say in my emails?
I’m going to give you some current email statistics, tips on how to get more out of your email marketing, and ideas to raise that open rate.
There are two big keys to using email marketing well
- Keeping your list warm by sending emails regularly
- Making your emails something people look forward to opening
But before we talk about those things, let’s talk about how email is performing in marketing right now…
Oversaturated is a word that comes up a lot around email and it’s no wonder. You are probably getting dozens of emails a day from people who you don’t remember why you signed up for their list, you’re overwhelmed, you’re missing emails. I take this guess because I know that’s how I am.
I sign up for a lot of freebies. I struggle with FOMO, always studying and learning about people’s ideas about the “best” marketing strategy. So I have to know if they’ve discovered some secret I can use for my clients. And now I have unread emails in the thousands and when I want to purge the lists I’m on it doesn’t even seem to make a dent.
Your leads have the same problem. Overstuffed inboxes with a lot of emails competing for their attention.
Does that mean email marketing is dead?
No, it doesn’t.
Email remains a hugely popular channel for marketers, with 73% saying it’s their number one digital channel for return on investment.https://www.campaignmonitor.com/blog/email-marketing/roi-showdown-sms-marketing-vs-email-marketing
Many coaches and course creators are still seeing huge launches achieved through email. One of my clients just completed a 10k launch and email accounted for about half of those sales.
Email Addresses Are Your Ultimate Warm Audience
People signed up for your emails because they want what you do. They saw something in you that could help them. They grabbed your freebie or watched your webinar because they thought you could help them with a problem.
But you have a limited time once they sign up for your lead magnet to get them reading your emails. If you miss that window, they are very likely to forget how they got on your list and unsubscribe, ignore, or worse: report you as spam.
So make sure your automated welcome sequence is in place and attached to your lead magnet. They should get a series of three to four emails after they download your PDF or watch your webinar that guides them onto your main list.
Often that sequence will tell them a little bit more about you and your background. (This is a topic for another day but it is okay to talk about yourself, just focus it on how it helps them and not what you want from them). It may make an offer at the end for a free strategy or discovery call. And I always recommend using this email sequence to encourage them to actually download and use the freebie they signed up for.
If they saved it for later, they aren’t going to get the transformation you created for them and they won’t be likely to be ready for your paid offers.
But what about after the email welcome sequence?
Keep Your Email List Warm: Email Them At Least Once A Week
You should be emailing your entire list at least once a week or even twice a week if that’s sustainable. Not to sell them things but to give value, deepen the relationship, make your emails something they WANT to open.
Some people mistakenly believe that they are preserving their list by not emailing too often. They think their audience will be grateful that they only send an email when they are launching something.
It’s understandable to think that you are bothering people if you email too much and that maybe you should wait until you have something to offer that they will want before you message them.
But that is a cold list. Those people won’t remember who you are. And even though we think the program we are launching is amazing and so beneficial to them, it’s still a promotional email when you encourage them to apply for it. It’s asking them for something.
Be Someone They Look Forward To Hearing From
Think about your own inbox. Are there some people that you do always open their emails no matter what? Of all the people I’m subscribed to there’s three or so that I always get excited to see a new email from.
You want to do your best to be one of those people.
Emailing regularly with actual value and things they will find helpful is a big part of that. I also like to use the same emoji every week at the front of my subject line. It’s an extra little touch of branding to help people notice that the email is from me.
Speaking of subject lines, they are still a big key to getting your emails opened
Some people put a lot of time and thought into the perfect subject line. That can pay off big time when you’re ramping up to a launch. For regular emails it may or may not be worth your time but it is worth giving some thought to.
What types of subject lines make you want to open an email? Usually it’s intriguing, it hints at something, or it tells you what value is waiting inside.
There’s a tool I really like that I use to write blog titles sometimes and email subject lines for clients. It’s called Headline Studio by CoSchedule. Here’s a detailed review and walkthrough: Free version? Not once you see the new Headline Studio by CoSchedule – Carolyn Choate Marketing
Not sure what to email every week?
I do a round up of all the useful content I’ve put out that week in mine but I also have a little secret weapon that you can use too if you use any kind of affirmations, oracle, or angel cards in your business.
I developed the oracle card funnel for a client a few years ago. This is a graph of how her open rate and clicks went up after we implemented it.
Imagine being able to put card draws directly into your emails so that your audience can choose their own card.
Not watch you pick one, not choose one with a certain object on it, but actually use their intuition and choose the card themselves.
That does two things for your email marketing: it gives people a reason to sign up for your email list AND it makes them look forward to opening your emails every week.
It can do a few other things for your business too so if you use any kind of oracle or affirmation card yourself, definitely check out this free training on how to add it to your emails.
Advanced Email Techniques
Segmenting and personalizing
Emails allow you do to something called segmenting. That means you can attach tags to each subscriber based on their activity. The more you segment the more you can speak specifically to someone, so more is better. For example, you could send one launch email to most of your list but one worded a little differently to people who have been on your list for over a year without signing up for anything.
Changing subject lines
If you really want to maximize your open rate there’s a little trick where you resend the same email to the people who didn’t open it with a new subject line. This is probably only worth it if you’re sending something very important that you want as many people on your list as possible to see.
Delivering your lead magnet through email
I hinted at this above but tos pell it out, often delivering your lead magnet through email is s a good idea because it helps “white list” your emails for the future and it gets people in the habit of clicking on emails from you. I mean, once isn’t exactly a habit, but it’s a good start.
When someone signs up for your freebie, you can use the thank you confirmation page to tell them to check their email and then to offer them something else or invite them to a community, some other action you would like them to take.
Finally, there is one more thing I think is worth noting.
I haven’t looked at the stats on it but for my own behavior I’ve found that I enjoy “pretty” emails. Making your emails easy to scan, easy for the eye to follow, helps to get your message to sink in. I find myself preferring emails that are built with a drag and drop like a website rather than plain text. I think most email providers have ways of doing this. I first saw it in FloDesk and I use it with my Kartra, which does email as well as everything else in a funnel.