Are Your Prospects Opening Email from Your Business?

Answer 1

If you are marketing your business with email, there are a number of things you’ll need to keep in mind. Assuming that you have a legitimate mailing list - a list that includes individuals who are either already customers, who have signed up for your list, and leads for individuals who are similar to your current best customers - that is can-spam compliant, you’ll want to be sure that you are monitoring the performance of each email you send out.

One of the first things that you will want to do is to determine whether or not the email messages you send out are being opened. If they’re not, you won’t benefit from email marketing.

However, that doesn’t mean that there are not changes you can make to increase the benefit you receive from email. First, test the timing of your email messages. Divide your list into two groups, then send group A a message in the morning on a day that is early in the week; send group B the same message on a late-week afternoon. This will help you determine the best timing for your message.

Of course, without a great subject line, you may still have trouble getting your prospects to open an email. Again you can use A/B testing to see which subject lines increase the open rate of an email. Be sure that you are creating email subject lines that speak to your target audience; if you have a diverse customer base, consider dividing your audience into groups based on their primary demographic characteristics. Baby boomers respond differently than millenials; keep this in mind when you develop your email subject line and content.

Additionally, when you are testing your email marketing campaigns, consider the content itself. Are you using image files that are blocked by the recipients’ email browser? Are you failing to provide a strong call to action? Are you simply sending out too many messages to your list?

The more that you know about your email audience, the easier that it will be to craft a message that speaks to them. Take the time to evaluate your list and the email messages that you send. Use comparison testing for both the content of each email, the subject lines, and even the timing and focus on fine-tuning your email marketing campaigns.