Why don’t people read my emails?

If you want to become a successful email marketer, it is very important that your subscribers in your email list will open and read your messages. In fact, if your recipients are not opening your messages, they will not be able to take any action by browsing through your site or buying any products from you. But you do not have to think too much about it. Just keep your cool and read this article. 

THE ROLE OF THE SUBJECT LINE

It is a fact that your potential customers are very busy, and they may receive hundreds of emails in a single day! I’m sure that you want to get them noticed.

Are you frustrated with non-delivery? Because emails from random names often appear in a stranger’s inbox and this then ends up being ignored. And when you do get through to someone, it’s usually a really valuable conversation; it really works!  The email subject line will get hidden if it were too long, especially in mobile devices. And according to research, more than 79% of our daily emails are opened on mobiles. So it is very important that your subject line should be small with fewer characters. If the subject line doesn’t capture the users’ attention then they move on to the next message in their inbox – even if the main body of the e-mail may consist of valuable and useful pieces of information to their business.

NAIL THE PREVIEW TEXT

Nowadays modern clients have become smarter they don’t only pay attention to the subject line, they also want to know about what kind of offer and deals it is and what could they get from this particular email. Therefore it’s not just the subject line that attracts people on opening your email. It’s also the preview text.

What is the preview text? No doubt it is the type of secondary email, after the subject line. It is the type of text that shows your customers something more accurate about the content of your email.

CONTENT

Content is the backbone of any email. If your content is strong then the chances of opening your email will become very high. For example for your email marketing campaign, you know that you have made an attractive email subject line, you have your readers full attention on the body of your email content. So, how do you make eye-catching content that will get them clicking and result in a lead? There are some really important rules to make healthy content. Ready? Let’s get started!

  • Make a short copy of the content for your emails.
  • Avoid generic marketing sentences.
  • Write very simple and easy to read content.

DELIVERABILITY

Now you have read all the tips about subject lines, engaging content, powerful CTAs, and strategies. Yes, all of them work but let us show the biggest mistake made so far. It’s email deliverability. Without email deliverability, every one of the above points is in vain.

Therefore, practising list cleaning is crucial for maintaining strong deliverability. This can be done in a number of ways which are given below:

  • Promptly remove addresses that hard bounce: The first step you have to do to attain high email deliverability is ensuring that bounced emails should be removed from your email list ASAP! This will keep your bounce rate low.
  • Use confirmed opt-in: Confirmed Opt-In is used to help prevent the email from reached to the spam folder.
  • Honour unsubscribes and removal request: When a user asks you stop sending them an email, then you have to stop it immediately. That will increase the reputation of your email. Don’t try to bombarding emails.
  • Address customer complaints: Your customers can be actively complaining in two ways about email which they have received- reporting it as spam in their email software or by contacting you directly for any offer.

EMAIL MARKETING METRICS

Your delivered email could end up in the recipient’s inbox, the spam folder, or get blocked, so looking at the delivered rate doesn’t tell the entire story. A better way to measure your email deliverability is to evaluate a combination of email marketing metrics that will help you determine where your emails are ending up, and why they’re ending up here or there. It is worth mentioning the following metrics:

  • Open Rate: This metric tells you how many people “view” or “open” email which you send out during the email campaign.
  • Inbox Placement Rate: It provides a very good understanding of how different mailbox providers and spam filter vendors are responding to an email campaign. If a campaign has a high delivery rate but a low inbox rate, this can indicate a problem with the email being classified as spam.
  • Unsubscribe Rate: The percentage of recipients unsubscribing from the mailing list.
  • Connection rejection Rate: Shows you the percentage of sent emails which are rejected by mailbox providers.

IT’S TIME TO COME CLEAN

So always start with organizing your email list. There is a simple solution for this – email verification. Before starting an email campaign, just run your email list in CSV format, and analyze the results in order to exclude from the emails which all bounces. By doing this your open rates will get higher, just because you will email real people, and finally, your deliverability will be secured.