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Four Types of Emails I Actually Open and Why

Email marketing has taken a back seat in recent years to newer digital marketing channels, such as Facebook, Instagram, LinkedIn and Google. However, marketing and sales teams all around the world are still using email to drive results.

In the early days of email marketing, open rates could be as high as 75 to 85 percent. Today, the average email open rate is just above 20 percent. With email being such a saturated marketing channel, the trick is writing emails that people actually feel compelled to open and read.

Time spent crafting compelling email content is time well spent. Not only are emails easy to track and analyze, they also allow you the option to segment based on different types of customers and leads. It is important to keep in mind that if your messages aren’t crafted properly, it may be all for naught.

Your emails must possess the following characteristics to be effective:

Interesting. Don’t let your messages be more clutter in your recipients’ inbox; make them feel fortunate to have received something informative and entertaining from you.

Valuable. The recipients of your emails should be enthusiastic to consume the content you provide. Ask yourself, If I received this email, would I find it valuable? If the answer is no, then it’s likely your subscribers will feel the same.

Relevant. If your email isn’t pertinent to them, prospects and buyers will quickly delete the message. And if the content is consistently irrelevant to them, they’ll probably unsubscribe. Make sure the emails you send speak to the subscriber’s unique pain points.

Timely. A big part of relevancy is timeliness. Consider a prospect’s location in the buyer’s journey to avoid jumping into a sales pitch too early.

The trick is figuring out how to cut through the clutter of a crowded inbox - and we’re here to help! I took a look at four different emails that I actually opened recently and explain exactly why I did.

I receive hundreds of emails a day, but the following four stood out for unique reasons. Key lessons can be learned from what the creators of these emails did effectively, and how their reasoning can be applied to your business.

The Get To The Point Email Sending clear messages with high value proposition to a targeted audience can result in high open and click through rates. There’s also a very minimal set-up time for these types of emails - a win-win!

The Informational/Resource/Headline-Style Email

Providing links for your customer to read more is a good idea to encourage click-throughs to your website. Another lesson can be learned from the effectiveness of the skim-able body text: Try to stay away from adding extraneous information. Your customer should be able to understand the main takeaways from your message easily.

Graphical-Style Emails Compelling design is a wonderful way to communicate with your customers. It is a simple, powerful way to showcase your brand personality, as well as show off your design skills!

Funny/Clever Call To Action/Scrollable Emails Less is more. When designing emails, it can be tempting to make an elaborate, impressive email filled with extra features, endless graphics and loads of crafted content. However, most of these combinations will only serve to complicate the end user-experience. Instead of getting caught up in all the bells and whistles email platforms have to offer, focus on creating a simple user-experience.

The possibilities for different types of emails you can craft is endless. There are sign-up emails, clever confirmation emails, product demo emails, media-based emails and more. The most important thing to remember is to keep the “WIFM” (What’s in it for me?) for your customers in mind as you write them. There should be a tangible benefit and reason to open your email; now you just have to decide what that will be!

By Bill Hunter, first published on http://www.wilmingtonbiz.com April 2, 2018