If you’re anything like the rest of the modern workforce, you are locked in a constant struggle to keep your inbox under control. When a new email comes in you have to read it immediately right? Then your biggest obstacles to getting your inbox to zero each day are the automated emails you receive from the web services you use. Most people have developed the ability to spot and delete system generated emails from their inbox immediately without giving them a second thought. Unfortunately, if you use email in your marketing mix, your emails also fall victim to this ruthless inbox pruning everyday.
So, how can you write an email that makes the cut and actually gets read? Make it more personal. Our brains are hardwired to seek out human contact. Crafting your emails with a little more personality can be just what you need to increase your open rates and conversions. Here are a few suggestions on how to accomplish this:
Use Variable Fields
Variable fields allow your emails to change dynamically based on criteria such as user, situation, and stage of the sales cycle. Dynamic content goes a long way toward personalizing the experience a user has with your email and brand. Variable fields are the difference between “Good Morning Valued User” and “Good Morning John!” (assuming your name is john – it is, right?).
No Sales Pitch in the Subject
For some reason, many marketers try to squeeze an elevator pitch into the subject line of their emails. This is an immediate red flag for all email users. Write the subject line you would use if you were writing directly to your reader. More personal subject lines will also go a long way toward keeping you out of the spam folder.
Why do some companies insist on sending their weekly newsletter at 2am? Nothing says non-human sender like non-human sending hours. If your email system has the option, make sure you schedule emails to only be sent during business hours. This will be more convenient for your readers and increase your open rates.
If your emails aren’t being sent based on criteria like a user taking an action, you are missing out on a chance to target your leads effectively. Using a drip marketing program can help ensure that your emails are sent at the best possible time for your recipients – and that the content is tailored to their interests.
Do you use any of the above tips in your automated emails. Did we miss any? Let us know!