1) Establish a procedure
It is a misconception that developing and implementing a process for email marketing will slow you down. According to Matt, having a well-defined process actually benefits email marketers by giving them more time to be creative and experiment, as they aren’t constantly putting out fires or correcting egregious errors. You understand what I’m talking about — all those minor hiccups that could have been avoided… with a process.
2) Broaden your metrics past open and click rates
Unlikely, the executive team is unconcerned with opens or clicks. They are, however, concerned with revenue. Establish a link between your email marketing campaigns and the conversion of leads to sales, the closing of deals, and revenue earned. It’s not always easy, but it’s worthwhile for your company and your career.
3) Short subject lines result in a higher open rate
Matt gleaned this nugget from The Science of Email 2014, which also discusses the effect of images and specific words on clickthrough rate.
4) Do not be afraid to resend your message
“If an email is not opened, it is as if it never existed,” Matt explained. Therefore, why not resend it to those who missed it? Matt stated that this was the tip that elicited the most responses of, “I can’t believe I didn’t think of that!”
5) Don’t make subject lines too detailed
After all, the subject line’s purpose is to entice the recipient to open the message. If you provide them with too much information, their curiosity will be piqued. “It doesn’t have to communicate extensively; all it needs is for someone to say, ‘tell me more,’” Matt explained.
6) Forwards and replies in subject lines are okay
As long as they are genuine forwards or replies. When recipients see “FWD:” or “RE:” in the subject line, they know they’re about to receive additional information. If they open your email and discover that you cheated on them, they become enraged. However, if they see that you are actually providing additional information and following up in a meaningful way, you will avoid inciting their wrath.
7) Think in terms of integrated sales and marketing
Email marketers frequently become fixated on clicks and open rates. However, the entire purpose of email marketing is to generate leads that can be passed on to sales to convert into customers.
Therefore, do not simply send an email and move on; consider all of the messages prospects receive from marketing and sales as a whole and adjust those that do not fit into the overall flow. If this entails providing sales with talking points or other enablement content, fine.
8) A/B test subject lines
It’s simple to do and informative. The subject line can also act as a filter for the entire message, which is why copywriters should be encouraged to experiment with how the first blurb the recipient sees affects their perception of the entire package.
9) Ensure that emails are consistent with all other buyer-facing messaging
Your customers and prospects should consistently experience your brand across all of your platforms. What is the overarching message you are conveying via your tweets, posts, blogs, emails, offers, sales calls, copy, and other vehicles?