How many emails do you get that you delete before you read nothing more than the subject line? We all do it as recipients, yet none of us want to contemplate that reality as senders. Our messages are great – a must read!
Not so much.
You need to face the reality that your emails may not be read and, worse, may actually be irritating the very audience you want to reach.
Here are some ideas to mix things up a bit and reduce your unread messages.
Refresh the Approach
Use a different formula for the subject line and follow it with a change in format and content in the message. Try something that falls under your content strategy, but hasn’t been used in a while. Add more images and/or a video. Give your email recipients something fresh to look at and read.
Reduce the number of emails you send for some period that allows you to determine the impact on your metrics. See if you can actually get more impact with fewer messages. Adjust based on the data.
If your email program allows, it’s great to offer control over frequency to your subscribers. It’s better to send fewer messages than to lose a frustrated subscriber altogether.
Offer More Options
Speaking of subscriber options, offer as many as you can. The more that subscribers can control what they receive, the less likely they will become frustrated recipients or unsubscribers. While you can make educated guesses on what your email readers want, it’s always better to let them tell you.
Get Intel from Unsubscribes
The reality is that people will unsubscribe from your list. This is an unwanted outcome, but it’s also a learning opportunity. Make sure your unsubscribe process allows you to gather feedback about why the person left your list. This insight is invaluable to you as you work to make every message valuable to your readers and grow your subscriber base.
These strategies can help you find just the right balance in your messaging and reduce the likelihood that you will annoy your subscribers.