Wednesday, September 26, 2012

How to get more readers to open your business email ...



In business, good communication with customers, prospects, vendors and stakeholders is critical. Broadcast email is still widely regarded as one of the most cost effective ways to reach an audience today.

How you use email is a matter of individual tactics. Do you use broadcast emails or just communicate specifically with one person at a time?  Do you look upon receiving these as spam or direct communication?  How does email fit in to the marketing mix of what you do to attract and retain business?


Email use may be trending more towards business and marketing related activity, but it is still the pivot point for all things online. One aspect most social media sites still can not get past - you need an email address to sign up for them and for them to send your notifications such as a lost password.  Sorry Mr. Zuckerberg, that's just how you set the system up. 

I built Round Table Promotions on the strength of broadcast email. One phrase I hear quite often when meeting someone for the first time is, "I get your emails." In the age of social media, people I come in contact with still want to get the emails I send out, or want to be on the list. My lists may have grown and shrunk over time, but people still appreciate hearing from another business owner they know and trust.

Emerging technologies keep influencing how we communicate, but email in some form is here to stay. Four years ago, mobile marketing ... using text messages to cell phones was supposed to be the next big means to communicate. This has been significantly reduced by Smart Phone Apps, which let users choose when they want to interact with you through a dedicated application. Of course, there is an financial and time investment in developing this technology. Many people push out messages using all number of general and focus specific social media sites. 

Here are three quick ideas to improve what you are already doing: 

One - Give me a reason to read it from the moment I see it.  Treat the subject like like you were writing a newspaper headline. Make it stick out and do so with good word economy, right around seven words if you can. 

If it is a newsletter or offering, use something from inside that will pique the reader's curiosity. "How to stop losing money by ... secrets of successful ... How to get more readers to open your business email - I recently used that headline and it attracted your attention.  In a broadcast email, action words including FREE, gain, receive, act now to are great attention getter's. Other words that cut through the clutter include: secret, awesome, skills and helpful

When you send out individual emails, the same rule applies.  With a subject saying just "Minutes from Tuesday's Meeting," you are less likely to get an open verses "Need you to review these minutes from Tuesday's Meeting."  A call to action will get it out of the stack and in front of the receiver's eyeballs.

Two - Have the right mixture of selling and telling.  Reward me for opening any email I get by making me fell smarter for having done so.  Avoid sending a broadcast business email that only sells, sells, sells.  Even if you are promoting something, look for a way to make us aware of something that will help us feel better, smarter or solve a problem. Include a tip, which could spark interest in a different product or service your offer. 

For individual correspondence, think back to when people sent actual, formal business letters.   Use some of the transitions that you would use back then: Thank you for your assistance with this ...  I appreciate the prompt attention you are giving this matter ... I appreciate our most recent meeting and gained a great deal from it.  For those of you who are "just the facts" types, you are missing out on opportunities to increase your rapport with this person and bring ideas to the dialogue that they may or may not have thought of before. 

Three - Test, test, test what you're doing. Learn from the tests. Pay attention to the things that get you results. If something you did or said gets a quick response rate or a positive rate of interaction, then use that knowledge the next time. Don't stay stuck in three years ago - continue to test and monitor. 

For broadcast emails, test your subject lines. There is a rule that if you send out two emails with the same exact content, but change just the subject lines, one will have a superior open rate verses the other. I have found this to be true every time.

I am offering a FREE online conference call for business professionals who design and implement their own marketing programs or those valuable assistants who do this on behalf of an organization. 

To better accommodate your busy schedule, we have two sessions from which to choose:
Tuesday, October 23, 2012 from 4:00 PM to 5:00 PM EDT*/1:00 PM PDT^ -  http://moreopenstuesdaypm.eventbrite.com 

Thursday, October 25, 2012 from 11:00 AM to 12:00 PM EDT*/8:00 AM PDT^ -  http://moreopensthursdayam.eventbrite.com 

When you register in advance, you will receive a confirmation email with instructions on how to participate. Take the next step towards becoming a more powerful communicator using this tool. Sign up NOW!

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