Over the past two decades I've helped a lot of businesses improve their email marketing engagement.
"One of the mistakes I see people making is they focus on the content of their email, or the subject line when it comes to trying to get into the prospects inbox instead of this..."
Now yes, admittedly, these two things are important, but there's actually a third, which can really make a big difference to getting through to the email inbox.
And that is - the status of your domain name.
When you send bulk emails using an autoresponder, although that email is sent from the autoresponders server it is also directly linked to your business domain name or website.
So if your domain name has any kind of black marks against it, (according to the email providers like Gmail, Yahoo, and so on), then you run the risk of your emails going straight to spam trash or the promotions tab.
"If your emails are going to spam it could be because your domain has a bad reputation..."
The easy way around this is to check the status of your domain name before you start an email marketing campaign.
The challenge really begins after they have opened it - to get them to continue reading and take action on what you're saying.
This is where using curiosity, storytelling and other powerful mechanisms can come into play.
What many people don't realise is;
"Writing emails is just a powerful form of copywriting, sometimes referred to as "salesmanship in print."
If there's a big disconnect between what you said in the subject line, and what you say in the first sentence of your email then people will probably just delete it.
So there needs to be consistency of approach.
Let's assume you've hooked them in with a great subject line.
Next, you followed up with this with the first sentence of the email, maybe addressing the curiosity that you raised in the subject line.
And maybe planting another seed of what you're going to share inside the email.
Quick Pro Tip;
Look at the first sentence of your email like a new subject line or headline...
It needs to really evoke curiosity and leave an open psychological loop that people can only answer if they keep reading.
Think of it like the first sentence in a story, here's some examples I've used;
First Sentence: It was raining cats and dogs...
First Sentence: My finger still hurts.
First Sentence: What a douchebag.
First Sentence: My wife is always right but not on this day.
Notice how each one of these first sentences evokes questions and curiosity in the mind of the reader.
You now need to continue this throughout the email...
#4. Turn Your Emails into Sales-Magnets with This Easy Method
One of the most important factors when writing your email is formatting.
Regardless of the words that you use if your formatting looks boring then people won't read it.
Some businesses get the wrong end of the stick on this and try to use fancy images, different colours, different sizes of fonts and crazy things in their email to make it look interesting.
This is the wrong approach.
You need to almost treat your emails as a visual piece of art.
But you will only be using words.
"I don't recommend you use images or HTML or any fancy gimmicks or tricks in your emails - keep it simple for the best results."
It's the words you use which make people buy and click.
Not anything else.
So how can you treat an email an a visual way when you're using his words?
It's simple - you need to change up the length of sentences have longer ones sometimes.
And then shorter ones.
Make sure back-to-back sentences are different lengths so they look different and stand out on the page.
Have lots of line breaks.
After a sentence, rather than trying a bunch a whole collection of sentences together in one huge paragraph, just start a new line.
Don't Put Too Much Content Together in One Chunk
Even if the words are the most exciting words you've ever written - if there's a whole bunch of them all together, it will put people off from reading it.
Your email needs to flow like a waterfall.
It needs to be easy to read, and it needs to look interesting.
Even if the person isn't seeing the words.
This is where the formatting comes into play in a big way.
Using short sentences, using longer sentences, and using line breaks - sometimes even just using a single word.
This approach makes your emails look interesting, even before people start reading the words that you're using.
Let's move onto...
#5. How to Boost Your Email Click Through Rate
You've done a great job of getting your email to your prospects inbox, getting them to notice your subject line, getting them to open your email, read the first line of your email and read the main content of your email.
Now, it's money time.
You don't want to do all this hard work, and then have people see the link in your email, and not want to click it.
It's very important you include a key word or trigger word in the web address for your link.
It's best if you use an action word for this.
Quite a lot of business owners just throw the link into their email, almost as a last thought.
"Your call-to-action needs to be structured in a way that it's the most natural conclusion to the story that you've been telling."
The ultimate email marketing best practice is to use the same theme or story for;
The subject line
The opening sentence of the email
The content of the email
And the call to action at the bottom of the email
An example for you;
SUBJECT LINE: The $5,000 index finger method
OPENING LINE: The index finger I'm using to type this email made me $5,000
EMAIL CONTENT: (The content of the email then went on to explain a story about how I made $5,000 with a simple online method)
CALL TO ACTION: Take your index finger and click this link to grab this offer:
So this way, the same device or trigger that got people to notice the email in the first place is also the same device that carries through the entire email and gets them to click the link.
Ideally, your call to action needs to have a level of curiosity.
You do not want to answer all the questions that people may have about an offer in the email.
This is the job of the web page, not your email.
Some effective ways of using curiosity to get people to click a link include;
(You won't believe the price.)
(Check out the extra bonus at the bottom of the page)
(Read the full story at this link)
Two more things you can do to get a higher click through rate is to use scarcity and urgency.
If you have an offer that's expiring at a certain time, then you can talk about this right next to the link, which encourages people to click.
And if you are only selling a specific amount of units you can also mention this right next to the call to action as well.
And finally, let's talk about how to...
#5.5 Use These Powerful Psychological Triggers
As a little bonus, here are some of the most powerful psychological triggers you can use to increase your email marketing engagement across the board.
By using these in combination with all of the email marketing best practices we've already covered you can really ramp up your open rates, and your click through rates, as well as your sales.
#1. Use Stories
People love stories.
We've have this innate connection to them ever since we were children and, as a species, this dates back hundreds of 1000s of years.
"You need to let go of the idea that your emails are about your business - they need to be personal and written in a one-to-one way."
The more you can incorporate storytelling into your subject lines, your opening sentences and the main content of your email, and then link it to the call to action, the more sales you're going to get.
By expressing emotions in an email, you are forming a direct connection and relationship with your prospect.
Most people who do email marketing, avoid this, or don't even recognise it as a strategy.
But the more you can connect with people in this way via email the more you will get to change their emotions;
Buying anything is always an emotional transaction.
If you can open up a little bit and tell a personal story about yourself, or connect with people on a deeper level, then you are more likely to get the sale.
Fear is one of the main driving factors behind any purchasing decision.
People have fear of the future, fear of what may happen if they miss out and fear of what may go wrong if they don't take a certain action, and so on.
It's not your job to invent fears, or to try and make things worse than they are.
It's your duty to shine the light of truth.
Just get into detail in your emails about what the actual situation is that people find themselves in.
People will sometimes bury their head in the sand about their circumstances.
It's your job as an email marketer, to bring home what is sometimes a painful truth to them - tapping into people's fears can do this.
Desire is the flip side of the fear coin.
Many purchasing decisions are taken because people desire a certain thing.
True - it's not quite as powerful as fear but it is still the driving force behind many decisions.
As an email marketer, you should really understand the main desires and wants of your prospect.
The more you can address these desires and talk about them in your emails, the more sales you are going to make with your email campaigns.
By dangling the carrot of desire in front of your prospects you will get more opens, clicks and sales.
So talk about what they really want;
Not the product, or the offer - go deeper.
Tap into the desire they have that they think your product or offer will satisfy.
What you're really trying to do here is get people to see you as similar to them and on their level.
Don't put yourself on a pedestal.
You need to be relatable to them on a human level.
So rather than you appearing as some mythical business owner in his ivory tower, you want them to connect to you on a personal, almost friend-like, basis.
You want them to have empathy with you.
The quickest way to achieve this, is to have empathy for them - walk a mile in their shoes, understand what they're going through.
Talk to your prospects in the same way their friends talk to them.
If you apply all these methods, strategies and email marketing best practices that we've discovered here you will be well on your way to becoming an email marketing master!
I hope you enjoyed this free training content.
You now have a better understanding of the email marketing best practices you need to put in place to get more clicks and sales from your emails.
Now grab this free training which shows you how to turn emails into money...