After surviving a long, treacherous journey and finally arriving at the recipients’ inboxes, your emails can take a well-deserved breath of fresh air. But this doesn’t mean their troubles are over – not by a long shot. Once in the inbox, your email is just one of about 110 messages that your contact list recipients have to content with on a typical day. With time already at a steep premium, how can you make your target audience open and read your messages?
Apparently, the odds are stacked heavily against most emails being opened and read by the intended recipients. Although IBM says that a good 83% of messages arrive at their desired inboxes, message overcrowding exerts a more influential pull on the fate of your emails. According to the Radicati Group, daily inbox traffic is expected to grow from 105 messages per user in 2011 to about 125 emails per user in 2016.
With data from Experian revealing that only 5 messages actually get opened per inbox visit, email messages are in fact fiercely competing with each other for recipients’ time and attention. In such a tight race, only those messages that are able to stand out from others can really get the job done. And this is exactly what every email you send should be: a cut above the rest.
But how do you come up with messages that grab and hold your recipients’ attention? Try following the below steps in crafting attention-grabbing and response-generating messages for your email leads database or any other email list for that matter:
1. Set your goals precisely.
Before carrying out any campaign, it’s important that you clearly identify the purpose of every specific email you’re planning to send. Are you trying to nurture or drive your subscribers to other phases in your sales cycle? Are you trying to promote awareness or visibility with your targeted B2B mailing lists?
2. Make subject matters matter.
About 56% of email users say that irrelevant email content is the main reason for their decision to unsubscribe from lists. From this, we can infer that irrelevant messages must also be a major factor in their decision to discard or ignore emails. Thus, you really need to ensure the relevance of your message content with the particular audiences you’re planning to reach. Otherwise, your emails just won’t matter.
3. Offer an entire reading experience.
As your campaign proceeds, you have to be very mindful of the little things that really make it work well. You need to consider delivering a total reading experience for your recipients which simply means making your messages readable, informative, and enriching. These are basic requirements for email marketing campaigns in the B2B-sphere.
4. Be on time and on cue.
Consistency is one of the primary considerations in any decent email campaign. It takes on many forms in your campaign from content strategies, email designs, and scheduling/frequency. In fact, a sizeable 69% of email recipients say being inundated with excessive numbers of email messages is the main driver behind inactivity and ultimately opting out.
5. Earn and keep their trust.
According to Nielsen, as much as 50% of subscribers actually don’t trust emails from senders they’ve opted to receive messages from. With such a significantly-elevated level of distrust, you need to focus on building and maintaining your reputation as a source of value rather than a digital promoter.
6. Run an inclusive campaign.
Close to a third of emails were opened on mobile in the latter half of 2011. This number is estimated to increase this year and in the next few ones as email users migrate to mobile devices for email consumption. Your campaign should be focused on trying to reach out contacts on any device to avoid alienating recipients.
How do you ensure that your messages are superimposed and not patched over on a wall of other emails?