There’s no worse feeling for an email marketer than having their emails ignored. All the effort put into crafting an enticing message goes to waste. So, the first goal should always be to get your emails opened, as that’s the foundation of effective email marketing. Once that’s achieved, you can fine-tune the rest.
Let’s explore the basics of securing those crucial initial clicks
Writing Emails That Get Opened, Step By Step
#1 Use BIMI
You may believe email open rates hinge on email subject lines – and you wouldn’t be wrong. But there’s another element, even before that; you, as a sender.
In short, if your recipients don’t recognize you as the sender, they may not consider your offerings. Consider how Brand Indicators for Message Identification (BIMI) make a stark visual difference in this regard.
BIMI simply means using recognizable sender names and brand logos so that your audiences recognize you on the fly. Once they do, you may safely begin to work on your emails’ inbox looks.
#2 Shorten Your Subject Lines
Next come your subject lines, which are crucial for writing emails that get opened. But wait – before you write one, examine its length.
There’s some disagreement on the ideal subject line length, admittedly. MailChimp suggests up to 9 words or 60 characters, for instance, while Campaign Monitor cites Marketo to suggest seven words or 41 characters for a sweet spot.
#3 Use Emojis Leniently
You may consider using emojis to reduce the length and still get your messages across, which very much works. In truth, MarketingDive reports that emails with emojis in their subject lines have 66% higher open rates than ones without.
However, should you? Probably, but with due care.
For one, consider your audiences and their operating systems. Will they even see your emojis, and will they like what they see?
Second, MailChimp suggests using no more than one emoji per subject line. You may go for more, but keep an eye on your analytics as you do.
Third, you should ideally make sure your emojis don’t replace words but complement them. Sacrificing accuracy is typically unwise.
And fourth, consider which emojis you begin your considerations with. Some simply work better – as Unlayer found.
#4 Balance Clarity With Curiosity
Okay, so you’re done with peripherals and can now delve into subject lines. Where do you balance your tone to ensure you’re writing emails that get opened? Do you reveal everything in the subject line or sprinkle some mystery to inspire curiosity?
The answer seems to be somewhere in the middle. In general, blind subject lines don’t specify what the content is about to get more opens – as we’ve explored before. Direct subject lines reveal your email’s content and get fewer opens but higher CTR.
As you refine your strategy, remember that personalization plays a key role. In fact, you can take a direct marketing approach by leveraging data to segment your audience effectively. By understanding your customers’ specific needs and targeting them with tailored content, you can create a more engaging experience, ultimately driving both email open rates and conversions. Using direct marketing techniques to boost sales through segmentation and precise targeting can make a huge difference in your results, and it’s a proven strategy that enhances your email performance.
#5 Tend To Your Preheader
But BIMI and subject lines aren’t the only elements of your emails’ inbox looks – and that often tends to be overlooked. Right beneath your subject line comes your preheader, as the final box to tick.
Your preheader also needs to find a sweet spot regarding length. There’s some disagreement here, too; Omnisend suggests 30-80 characters, less than the email providers’ recommendation of 50-100. Campaign Monitor suggests 40-70, and others go down to 50. Of course, you should find your ideal lengths when writing emails that get opened, but generally, it’s wiser to lean on brevity here too.
And second, your preheader needs to flow logically from your subject line. Understandably, you might lose potential opens if the two are seemingly unrelated. See above for an excellent example of cohesion, where the Shakespearean phrase “to be or not to be, that is the question” is split between the two.
#6 Optimize Your Sending Times
So you’re done with your inbox looks, and your copy looks good to go. But when do you send your emails? Your sending times are crucial if you want to get the most out of email marketing. That’s because they famously have a demonstrable effect on open rates.
There’s less disagreement on optimal sending times, thankfully. HubSpot finds that the best days to send are Monday, Tuesday, and Wednesday. The best times of day are 9 AM to 12 PM and then 12 PM to 3 PM.
Your audiences might differ – so it’s always best to consult your analytics to optimize sending times. If you can set up behavioral email marketing, ensuring your users’ actions result in timely and relevant automated emails, then all the better.
#7 Personalize Your Recipient Segments
And finally, speaking of personalization, it should come as no surprise that personalization is critical. It’s the mantra of all digital marketing, and deservedly so. In our context, it also drastically affects open email rates, even if only applied to subject lines.
As such, you can’t begin writing emails that get opened without considering who will open them and why.
So, before you send it, take it from the top. Who are you sending which emails to, why, and when? How are the emails relevant to their journeys, and how much value do they offer? Do your subject lines promise value accurately, and does your copy deliver on the promised value?
Keep your analytics and campaign goals in mind for this step, and consider these factors. It’s not an easy process, but it’s very much worth it.
Conclusion
So there you have it. While brief, since this subject is truly vast, this checklist should help ensure your emails look the part and earn your recipients’ attention.
It may not happen overnight, of course. Modern users have bursting inboxes, and grabbing their attention is increasingly difficult. However, a thorough strategy can go a long way, from BIMI to personalization. Approach the process carefully, with patience and your analytics in hand; results should soon follow.
