10 Great Email Secrets

Two hundred emails a day?  More?  I get more than that in my filter, never mind the ones that make it through to my inbox.  And yet, when sending out emails to our client lists, we are commonly seeing 30% opening rates.  What does it take to get folks to open, read, and respond to emails?

Something Delightful - First and foremost you need a "reputation" for providing delightful emails.  The rule for emails is this:  If your client opens three emails in a row that aren't delightful, they will trash your future emails.  A delightful email takes into consideration that the recipients are all different, enjoy different things, and like their information delivered in different ways. 

Something Personal - Instead of starting with a sales pitch, engage with something interesting about yourself, a staffer, or a client (with permission.)  Did someone get married, have a baby, go to Paris?  Most of your clients are women.  Think about what kind of personal story will be delightful to them.

Something Fun - You won't hit this 100%, but don't worry about that.  What cute "thing of the month" or saying or picture or video could you include.  It can be a very, very clever ad specialty item.  Maybe not one that will actually sell, but that is just really crazy. 

Something On Sale - Use coupons or other methods to create specials, discounts, promotions, and referral incentives.  One or two per email is fine.  But do more if you please.

Something Useful - What have you heard or seen from a client or an industry publication that might be useful to most who read the email.  Folks all want tools to help them be more successful.

Something to Anticipate - "When we get back from this commercial break, we'll tell you all about the explosion that shook Hollywood."  The TV and radio all do this.  What can you tease with for next time?  An ongoing game with prizes?  An upcoming interview or article of value?

Something Expected - Your email is a "periodical."  The definition includes that it is regularly published at an expected time.  Monthly?  Twice a month?  Create an expectation.  Who knows, some of your readers may actually look forward to it coming. 

Something Cross Channel - Use a side column to link to everything.  Link to all social media channels, give specific headlines to link to videos or blog posts or articles you want them to see.

Something Pleasing to the Eye - Use Constant Contact or another similar provider to help you create attractive emails with lots of pictures and a great header.  When you use a service like Constant Contact, you also get analytics on how many open, click through, bounce etc. 

Something To Make Them Open It - I left this until last and could probably write a book on the subject, which is after all, the "subject line."  What will intrigue people to open your email.  A series is one good way.  Sales Tip 17.  Great Promo item of the month 12.  Another is intrique.  Who is getting married this weekend?  What star did we see at the Red Onion Yesterday?  It can be December News from Promoland, but a little creativity will get more opens.

You Won't Want To Miss: No Readers For Your Blog Posts? Recycle Old Posts!