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Why people don't read your emails

Posted by Danielle MacInnis on 14 June 2017

Are your email open rates bad?

If you are not getting a good response to your email then you are not alone.

According to Marketing Sherpa survey people are getting too many emails that aren't relevant, that try and sell too often and are too dense in information so they are not easy to read.

Here are my best tips for getting your email read.

1. Segment your list

To ensure that you emails remain highly relevant it is important to segment your list. This allows you to target the content to those who are in each segment.

2. Keep it personal

We know that if we use your name and facts about your situation you are much morely to engage. The use of your name in the title and through out the text increases the read and click through rates.

"Email is a good opportunity to humanize your brand. The inbox is an intimate place, mostly used for personal conversation. Your presence there is a privilege, so do your best to write like a human. It's okay to talk about challenges, obstacles, and even failures. Readers can relate since they are likely facing similar situations with their own lives and businesses."

3. Killer headline

To ensure that it doesn't get automatically deleted you need to have a killer headline that focus on WITFM. Great headline tools are found in this article.

  • Keep it short and simple
  • 30-40 characters including spaces (5-8 words)
  • Incorporate the immediate benefit of opening the email
  • Capitalize and punctuate carefully
  • Avoid copying the techniques inherent in spam emails

4. Be thoughtful

This could be providing next steps, a great download resource or a special offer for your list. Be useful, relevant and thoughtful. Generosity is one of the most overlooked email marketing tactics.

5. How often and when to send

How often:

  • Create a master schedule
  • Include frequency in online sign-up "Monthly Newsletter"
  • Keep content concise and relevant to planned frequency

When to send:

  • When is your audience most likely to read it?
  • Day of week (Tuesday & Wednesday)
  • Time of day (10am to 3pm)
  • Test for timing
  • Divide your list into equal parts
  • Send at different times and compare results

Most importantly let your audience decide on the frequency and options in your opt in and out form.

Check out our free training on Email Marketing.

Danielle MacInnisAuthor:Danielle MacInnis
About: Dan is a customer centric marketer and the owner of MacInnis Marketing a company that creates sales and marketing systems to attract customers and employees to companies that they love.
Connect via:TwitterLinkedIn
Tags:Marketing EducationValue Propositionemail marketingMarketing Tools

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