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How to stand out in an inbox – part 2

06 March 2024 Myra Knoesen

In part one of this article, Kalli Fedusenko, author of the article ‘How to stand out in an inbox’ shared tips on how to measure the success rate of your email campaign. In part two of the article, we take a look at what you can do to get more opens.

To get more opens, Fedusenko said:

  • Narrow the pool. With contact lists, more is just more, not better. Consider a double opt-in to make sure your emails go to people more likely to open them. This means as soon as a client or prospect signs up to receive emails from you, they get an email with a link to click and confirm their subscription.
  • Don’t waste your breath. Spend your effort on your ideal clients, and don’t be afraid to make cuts to your email list. Keeping disinterested prospects on your mailing list will make it difficult to get an accurate read on your email campaign results and adjust accordingly. On top of that, some platforms automatically mark a sender as spam if more than three of their emails in a row go unopened. If a prospect is no longer a good fit for what you offer, it’s okay to part ways.
  • Make it easy. If your emails aren’t optimized for mobile reading, you’re much less likely to get a swipe right. As of 2020, 81% of emails are read on a mobile device. You can create an email that’s easy on the eyes from any device by avoiding over-crowding the text and images.
  • Timing is everything. 23% of emails are opened within an hour of being received, and after 24 hours, the chances of an email being opened are less than 1%. Know your audience and leverage that knowledge to put the odds in favour of an email open. Are they retirees? Consider scheduling your email for the morning.
  • Be a familiar face. Consistent communication is a key factor in relationships, business growth, and getting a higher open rate. Communicate often.
  • Dress to impress. Don’t slack off on your subject line, opening sentence, or getting to the point. This is a relationship, remember? Don’t show up for date night in your sweats. Do wow your contact list with savvy content that feels authentic.
  • Alright, here’s the big one. Building intentional relationships with your target audience doesn’t happen without effort. Your marketing – including email campaigns – should build those relationships through trust, expertise, and emotional connection. Personalize your emails to the recipient. Send emails about things your target audience cares about, is afraid of, or wants to learn more about. Share personal updates from your team. You’re not a robo adviser; your email communication should reflect that human, relational touch.

 

 

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