Reaching out to customers via email can be a great way to increase sales and spread the word about new promotions. However, despite the useful information that you are trying to get across, customers may not even be opening your emails, let alone reading them.
Here are seven reasons why customers aren’t opening up your emails….
There is not an Engaging Subject Line
The first thing a customer sees when looking at their emails are the subject lines, which is why they are arguably the most important part of any email. They act as a first impression and insight into what the content of the email will be. Using an interesting subject line will encourage customers to click on the email and read more. However, when writing your subject line, make sure it is revolved around the content that is actually in the email. Customers do not like false subject baits and will start to assume all your subject headings are non-transparent and will stop opening emails from your company.
There is no Incentive to Open the Email
Offering an incentive to open an email goes hand-in-hand with an engaging subject line. An effective way to incentivize customers to open your email is to include incentives in the subject heading of the email. This way the first thing the customer sees is, “New products in stock!” or “Extra 15% off Sale Items Through Wednesday” which will entice them to open the email and read further.
Emails are Not Personalized
“Emails with personalized subject lines experience a higher open rate of 26 percent” — Campaign Monitor
Instead of sending a generic email to all customers, target the email towards each specific customer the email is sent to. Include their name in the email, as well as information related to their frequent purchases. For example, if someone always orders a specific item, do not send them an email regarding a completely different item. This will not only drastically increase your open rate, but it will increase the effectiveness, in regard to conversion rate, of your emails as well.
Emails are Timed Poorly
The time and frequency that emails are sent at can greatly impact how many customers are reading your emails. If you are sending emails too frequently, customers may not read your emails out of annoyance. If you aren’t sending emails frequently enough, customers may lose interest. Instead, you must find the middle ground: 2-3 emails a week is recommended.
In addition to frequency, the time that emails are sent plays a big role in reader activity. Consider sending emails at times that aren’t super busy for working people. For instance, send emails in the morning or at night after people are done working.
Emails are not reaching the proper audience
Emails are most likely to be opened by active and engaged customers. Customers who have not purchased from your company in years will be less likely to open your emails and read about new promotions. Instead of purchasing an email list, consider sending emails to people who have recently expressed interest in your services. Email promotions should be focused on quality customers, not quantity of customers you’re sending them to.
Emails are not mobile friendly
Most people primarily check their email on their cell phones. Emails that are not mobile friendly can be a nuisance to view, and customers may not even bother to read them. Make sure that your emails are properly formatted for mobile devices, as well as computers.
Improving your email marketing strategy can help to bring in more loyal customers! Check out our website to learn more about our marketing products!
The emails go to the customer’s spam folder
Some emails from businesses go to spam instead of the customer’s primary inbox. Customers are less likely to view their spam folder, which means that customers may not even know that you sent an email! To solve this issue, make sure that your email is not from “Do not reply.” The “from” line must clearly state your company name, not simply your email address.
Need more help on how to best reach your customers?! Click here to check out our social consulting service and improve your business’ marketing skills today!