360 Degree Media Group Blog

Why No One Wants To Read Your Business Email

Posted by Amy Baker on Feb 14, 2014, 8:00:00 AM

If you think that email marketing doesn’t work, then think again.

Email newsletters are one of the oldest forms of online marketing, however, they are still one of the most effective. According to 2011 research by Forrester, the total email marketing spend has been growing by 10% year over year. Email marketing is considered by many to be even more effective then marketing across social media.

So how do you make sure that email marketing is worth the investment? Put yourself in your customers’ shoes. What would you delete? What would you read? The keys to email marketing success are not as a hidden as you may think.

 

So why do people delete email advertisements?

Ultimately, it’s because marketing emails are often more about the company than the customer. What does that mean? It means that you should focus more on providing valuable information for your customer, rather than always focusing on talking about yourself.

Business Email Marketing

 

The first step to stop people from deleting your emails is to examine your subject line.

If your subject line is vague and not “actionable,” then don’t expect anyone to be interested in it. The recipient should be able to discern via the subject line that this email does in fact contain something of value. You need to be able to cut the core of your email’s value in a only a few words. If you’re having trouble with that, then you should seek the advice of a business writer.

Your subject line is key - according to Chadwick Martin Bailey, 64% of consumers say they do or do not open an email based on its subject line. According to 2012 report by Adestra, subject lines that contained fewer than 10 characters had an open rate of 58%, and subject lines with a “personal” touch were 22.2% more likely to be clicked.

 

The second step is to take a sledgehammer to that massive wall of text!

If you’re fortunate enough to have people open your emails, then don’t turn them away by drowning them in a rambling flood of words. Once somebody has opened your email, make it easy for them to digest what you are saying. People are more likely to throw your email in the trash if it’s a chore to read or understand.

The third point is relative to both the first and second step. You need to write in a way that puts the customer first. Meaning, email marketing is definitely not the time or place to indulge yourself in longwinded descriptions and explanations in order to make sure you get your point across.

In marketing emails, it’s critical to simply get to the point in a timely and nonintrusive way. Think of it as if you were interrupting someone on the street or on a cold call – you want to achieve your desired results in the most respectful way possible – don’t make it all about you.

Business Email Marketing

The arguably most important piece of the successful email marketing puzzle is the creation and distribution of useful content. It’s important to provide something in your email that the recipient can actually use. It can take many forms – offers, advice, news, tips, information and more. The last thing you want to do is send marketing emails that serve only yourself. Before drafting a marketing email, ask yourself: is this for my customer - or secretly for me? 

It’s all about combining the above steps and executing them every time. Make sure that your subject line is tight, break up that wall of text into digestible pieces, take yourself out of the writing and provide your recipients with something useful. If you take the time and effort to create great content for your emails, then the rest should fall into place, because that’s where it all starts.

The question is not whether email marketing is worth it – according to Experian, $44.25 is the average ROI for every $1 spent on the strategy – it’s whether or not you are doing it right. 

To discover how to best utilize email marketing for your business, to see real results, and make real money from your email marketing - download our free Email Marketing ebook today by clicking the link below:

 

The 360 Degree Marketing Group Email Marketing Ebook For Business Owners

Topics: email marketing, Delete Email Ads, Email Advertising