Email open rates have plunged, click through rates are down, marketers with huge lists are wondering why no one seems to buy anything via their affiliate links anymore, no one wants to promote anything, it’s all doom and gloom.
Or is it?
There’s a chance you may have noticed a drop in response from your emails, but ask yourself this question, how many marketers lists have you un-subscribed from or how many marketers emails do you simply ignore as you check your emails on a daily basis? I know I have started to ignore many emails that come into my inbox from a customer point of view.
Now ask yourself this, how many marketers who you have either unsubscribed from or who’s emails you ignore send you promo after promo without giving you any real value.
Is there a pattern? I bet there is!
The reason email open rates have plunged is because people are sick of all the crap that’s getting pumped into their in-boxes everyday and they know most emails are simply promoting the latest and greatest product of the day.
If you are guilty of promoting crap every single day then you will probably fail, and to be honest you deserve it for treating your subscribers like an ATM.
Look! The only way to get your emails opened is to stand out and be different and make your subscribers want to open your emails.
So how can we do this?
First of all treat your subscribers with the respect they deserve, after all they took the effort to opt-in to your mailing list and you should do everything in your power to keep them on it, and more importantly make them want to open your emails. The best way to do this is to build a relationship with your subscribers, also, make sure each email you send is not a pitch fest, make sure you give value, make sure you promote products you believe in and not the latest crappy product of the day that you haven’t even reviewed. Also, when you do promote a product be honest about it, don’t hype it up and tell your subscribers how it’s going to change their lives.
Most marketers are getting it completely wrong in their email marketing, this is why their open rates have plunged.
Here’s are 3 typical examples of bad email marketing that you definitely shouldn’t be doing.
Email Marketing Mistake 1.
Sending irrelevant subject lines in an attempt to ‘trick’ your subscribers into opening your emails, believe me if you do this your subscriber is gone. You know the kind of subject lines I am talking about, lines such as:-
Affiliate Sale Generated.
Followed by, ‘You could be generating tons of affiliate sales.’
Notification of Payment Received (This is a bad one)
Followed by, ‘Wouldn’t you like to receive emails like that?’
Call Your Bank Manager!
Followed by, ‘Because he’s going to wonder what’s going on when all this cash hits your bank account.’
I’m sure you get the picture.
Make sure you use proper subject lines and never ever try to trick someone into opening your email because if you do it will probably be the last email of yours they open. We hate being made to look a fool and this is exactly what this practice does. Sure, you can add a bit of intrigue into your subject line to make your reader want to open to find out more but if they feel like they have been tricked then they will probably be gone for good.
Email Marketing Mistake 2.
Hyping the crap out of a product. We see this every single day, we are told that this is the one, the product that will finally answer all our prayers and all it will take is 6 clicks of your mouse, (I wonder if a product will ever come along that takes one click 🙂 ) this is the greatest product that’s ever been launched on the Internet and we must buy it right now. Then the next day another email from the same marketer arrives. We are told that this is the one, the product that will finally answer all our prayers….
You get the picture don’t you?
Why oh why oh why do these marketers treat us like 3 year olds, do they really think we are that gullible? Well actually they do or they wouldn’t keep sending the crap they do day in day out, but if you are guilty of the same thing then wise up.
I actually know of a very high profile marketer who I respect. He is big enough that he speaks on stage and has hosted a few workshops. However his emails are so hypey that I cringe when I read them. I’ve also noticed that I’ve never seen his name on a JV leaderboard, even though he promotes a lot of the big launches. I wonder why 😉
Look, all you need to do is highlight the benefits of any product, keep it short and sweet. Just explain what the product will do and how it will help them. Simple and highly effective.
Email Marketing Mistake 3.
Not building a relationship with your subscribers. It actually took me a while to realize how important this is. While I am not saying you have to tell your subscribers everything about you, you should let them into your life a little. If you have been on my mailing list for any amount of time you will know what I look like, what I sound like, how I got started online, that I used to work in a car plant, that I spend most weekends at my holiday home, that I have 2 sons who now work for me, because of this you may trust me more than a marketer you know nothing about.
Let your subscribers into your life a little and they will learn to trust you. Two marketers who do this brilliantly are Randy Smith and Martin Avis. Get on their lists and you can learn a lot about relationship building.
I could go on and on but I think this blog post has got long enough. I’ll probably do a follow up post in a few weeks time but if you take anything away from this blog post it is this.
Let your subscribers into your life a little and treat them with the respect they deserve, after all, without them your business is nothing.
As always, feel free to comment and if you have any tips you’d like to share I’d love to hear them.