Your brand, your good name, means more than anything to your customers.
Optimizing email.
You must build a framework of trust in your messaging. If you are consistent, honest, and reliable in your messaging, your followers will build trust in you.
Think about e-mail you receive that you actually look forward to opening, or email you save to open when you have time to give it the attention you want to give it because you know it will provide value. For most of us, it is mail from a friend or reliable source.
Now, think about e-mail you seldom open…mail that is selling something you are likely not interested in, or pushing an idea or topic that does not interest you. Mail with titles that are misleading and the content seldom meets expectations. Most people hit the delete button without ever opening the e-mail, ESPECIALLY if they believe it is unsolicited and/or unwanted spam. The last thing we want is for customers to add us to their spam folder!
https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/#intro
How do you ensure that important content messages will be opened by your subscribers/customers?
Make sure the subject line is accurate, informative, AND enticing.
Let’s use a business deciding to promote a year-end sale to get rid of remaining inventory. They’d like to let their customers know they are having a once-a-year super sale on products.
- If the subject line in an e-mail is: “3 Bold New Ways to Build Your Profits in 2018”, the reader will have an expectation of learning new ideas or techniques that will help them grow their business.
However, if the content is only extolling the virtues of the products sold by the sender, and a year-end sale of said items, none of which the reader is interested in at-the-moment, then the title is misleading. Expectations will not be met, leaving the reader disappointed in THE BRAND. The title was enticing, but the content was NOT accurate.
- If the same subject line was: “2 Days Only! Year-End Super Sale!” The reader would know, based on the brand, that this was a time-sensitive sale.
Why is the second example so enticing? Because psychologically, the fear of missing out is almost impossible to resist. Even if a customer isn’t in the market for the item being sold, curiosity may entice them to open the email. Subject lines that include implied time sensitivity or limited availability are proven to increase email open rates…words like “urgent”, “important”, “2 days only”, and “Last Chance”.
Knowing your audience, building a meaningful relationship, then meeting their needs and expectations, will build trust in your brand. Keep the message short, to-the-point, and accurate.
For the most effective email: Provide friendly, reliable, accurate, informative, meaningful content that has value, and your email will be something your customers feel good about receiving.
