Email marketing is like video games. If you look on the net everywhere you see ads and the same kind of games, you run over communities that have been playing for years, and it looks like it would be super hard to get yourself started. But even if you start with big thoughts from the beginning (maybe even making money from live streaming while you play) you will notice that, just like other good things in life, to win, you have to learn. And you cannot become the best of your first attempt. Moreover, you can not become popular if you are not super good at the game you choose. Here's how things are done with email marketing. Everywhere on the internet you see how strong and how many customers can bring you, then you need to choose a tool to deliver your emails, then you need to do your strategy and create your emails (as if you are starting to play) and then attract community attention - in the good sense of the word (your emails open, read and people click). After all, this is the first and most important barrier to your inbox. Many of your soldiers - emails - can get there and die before they prove their worth. People are no longer happy to receive mail, as hard as they did at the beginning when AOL's suicide voice said: "You've got mail!" And it is logical because today there are invaded daily by dozens and maybe hundreds of emails, of which more than half are not even interested. Well today I'll show you what you can do to make sure people just open your emails. Ultimately, if I do not open them, they have no way to read them and they can not click on your site where you really want it. 1. When did you last interact with your subscribers? Yes, I mean both by mail and other channels. Perhaps the biggest mistake you can make with email marketing is to send a message without preparing the recipient in advance. When you communicate regularly with your subscribers based on a set sequence and they open your emails is ok, you can address a subject that they are interested in thousands of ways. But if you send them emails but they do not open them then you want to kick with, for example, a super discount, you will not get the results that you are hoping for if you do not get through a training process. If you haven't interacted with your subscribers for a long time (you have not sent them any emails or they have not opened any email from the last 5-10 or more that they have received from you) do not throw yourself up without to think. Especially, do not send everyone the same email in which they offer a super mega discount. You will wake up with a huge number of unsubscription and spam complaints. What can you do? You can send them an email asking them if they want to receive news from you or not. Once you open it, point them to a site management site where they choose whether they want to receive emails (and which are frequent) or not. If you choose this option, be sure to create a relevant topic for your email. Please note, if this email is not answered in any way, remove the addresses in question. Make a remarketing campaign with Facebook and tune in exactly the email addresses to which, after a few days, you'll send emails. It's important that before seeing an email from you in the inbox, your subscribers will have a recent memory with your brand. This will not seem intrusive anymore, but you have a great chance people read your emails. 2. How does the subject of your emails look like? What does it mean if your emails are repeatedly opened? Exactly, you created very good topics. The opening rate does not necessarily mean the brand, who you are or what you sell, but how relevant/interesting the e-mail title for the recipient is. To create such topics you need time for reflection, creativity, help from your colleagues, but it's a smart time spent. After all, in vain, you have created the strongest email, the most convincing and emotional if its subject fits like a nut in pair with the user's interests. In general, a subject is much the same as the shorter. It also gives the subscriber the central idea of the message without giving too much detail: a perfect subject creates a balance between the objective of your message and the anticipation of the recipient. 3. How do you get them when they give you an email address? You see, email marketing works because it helps you create a relationship with each of your subscribers. And what does a relationship need? Reliable, close and communicated by both parties. Your duty is to react to what your client or potential client sends you. And listen to it, just as things have to be in a real relationship. Did he give you the email address? Very well, it's time to thank him and welcome him to your community. But it's not enough. When the user offers you the email address you don't know, in fact, what phase of the sales plan is. It might well be just in the recognition phase. So you have to indoctrinate it, bring it closer to your business and get to know yourself better. Now you probably wonder what happens if the subscriber does not answer. Well, it's not necessary to give you an email reply to think of it as an answer. It's enough to track the opening rate, the click rate in the email and then the site behavior. Don't hesitate to send more emails to the customer, even if they seem too much to you. It is vital to test and segment your list and you cannot do it other than by testing. Which brings us to the next point. 4. Have you segmented your email list? Not all your subscribers are interested in the same thing. Some may not even know what your name is, but only interested in the products you sell. Or just one of the products. If you want to differentiate yourself from the competition, if you want to impress your subscribers and if you want your emails to be read it's time to share email addresses in multiple segments. Obviously, they depend on the specifics of your business and the products you sell. For example, if you have a fashion site, you can share the list based on gender, age, geography, interests, etc. How do you figure out which of your subscribers is in some segments? You use questionnaires in emails (you can query demographics, interests, location etc. and at the same time create avatars of ideal clients), exit survey in site where you finally ask for your email address, use marketing automation and track your site behavior then drag the segment of that behavioral pattern to a predetermined e-mail sequence, etc. Discuss with your clients, find out what they like and send them emails around exactly these interests. He also accepts that not everyone on your list deserves to be there. If it seems complicated to you, or you don't have time or just have too much to do to worry about email marketing strategy, it's ok. It's not your fault, you can not do it all by yourself.