Email marketing has always been one of the best methods for capturing, converting and selling to customers for years. Businesses who understand this have learned to leverage the power of email to build communities and make great profits.
However, there is one issue that has seemingly decreased email marketing effectiveness.
We can all agree that customers cannot receive what you're offering in the emails if they never actually open them. Many have been struggling with open rates and have no clue what to do to make things turn around for the better.
Well, keep reading because we've highlighted some key factors in marketing trends for you to implement immediately that will help to raise your email open rate.
Draw Them in with Good Subject Lines
The first thing a person can see when they go into their email is a list of subject lines. And you have to remember and take into consideration that your headline is amongst lots of others--maybe even hundreds depending on how important or backed up with emails that particular person is.
So one of the best marketing trends to utilize in this case is to really up the game on your copywriting skills.
The reason why copywriting comes into play is because the right words will pique a reader's interest enough to either open, delete or ignore your email when it hits their inbox. In this case, you need to be sure of what that particular person is interested in and how you can speak to that in a subject line.
There are plenty of types of subject lines to test out when it comes to email marketing strategies. For instance, asking a question or displaying scarcity. Whichever one you choose to use, it would be wise to pay close attention to how well those works so constant and consisting experimentation will be a great help.
Don't Avoid A/B Testing and Segmentation
Speaking of testing--you absolutely should be doing this if you want to increase your open rates. A/B testing and segmentation are marketing trends that may never go out of style. This is because they can provide you with first-hand experience and lots of useful data on what customers like and want.
You wouldn't target a dog lover with cat videos and expect them to buy your products, would you? So why do the same with your list? Once you've gathered data through A/B testing, apply that to segmenting your list based on what those people showed interest in.
The bottom line is to give people what they want and you increase the chances of them actually moving forward with performing the action that you'd like them to. Again, thorough testing is important with this tip!
Write Compelling Content
Let's say you have someone subscribed to the appropriate list and they've clicked on your headline. Now, what can you do to ensure that they keep opening your emails? Put relevant, useful content inside the email, of course!
No one will be interested in opening an email to read something that is not of value to them. Whether you're offering a deal, a thought piece or some entertainment, you need to make it worth their time.
It's your job to create or outsource amazing content that will keep readers wanting to continue indulging in your emails. Incorporate powerful storytelling to build loyalty and genuine admiration within your list. Don't forget to include call-to-actions in your emails as well.
Test Text Only Over Images
Here's an email marketing trend that many may use as a precaution. Although some may say that users are beginning to prefer text only reads rather than HTML with images, a more subtle--possibly even more essential--factor lies at hand here. All devices may not see these emails the same so, at this point, it may be more of a safety measure for most marketers.
The one thing that may annoy someone when opening an email is if all the graphics don't show up immediately or if it takes longer to load. Most people on mobile devices don't want to wait for more than a few seconds for a page to load. Nor do they want to press any extra commands for something that they expect to be automatic.
Using text-only emails can eliminate the risk of your messages resembling spam. Again, it may be a smart precaution for marketers to test out text-only emails more since they tend to show up equally across most devices. They also look a bit more personable and human as well.
Personalize Emails More
We mentioned coming across as human in your emails, because, although we live in a digitally driven world, people still prefer interactions with other living beings. They especially want to feel comfortable and secure from scammers when turning the unknown corners of the internet.
Researchers also found that humans show positive reactions to their own names.
Consider adding more personalization in your emails. Coming across as more personable has been one of the most successful marketing trends because humans appreciate feeling special. Don't skip out on trying this method if you're looking to increase your open rates.
Use Artificial Intelligence
Artificial Intelligence seems like it will be taking a lot of jobs in the future. But, actually, it may just be making a lot of them easier. New technology is being developed to help companies stay up on marketing trends for more successful campaigns and advertising in general.
Some of this technology can assist with collecting data on consumers and testing subjects lines, as well as other key elements, that can lead to higher performing emails. This data will also be able to be acquired at faster rates, which will speed up the process of testing.
Need More Help with Marketing Trends to Increase Your Open Rates?
Your open rates may not rise significantly overnight. However, if you incorporate some, or all, of these tips you're bound to see some positive changes.
We understand there is a lot of information to sift through and marketers can get overwhelmed when aiming for some return. Don't hesitate to request an appointment today if you'd like more assistance with implementing marketing trends that will improve your business success.