Today we're going to be talking about email deliverability and how to improve your email
open rate.
Now this is a topic that is really beneficial for anyone who is doing email marketing.
Whether that's as a freelancer role or consultant role.
Where you're helping other businesses out.
Or let's say you're working at a company and working on their emails.
Or you want to improve your email open rates.
Now email marketing is not dead and if you've seen my recent video on one of the most underrated
freelance marketing skills.
That is email marketing and custom database, integration and email automation.
All of those skills are on the rise and it's because it has such a great engagement rate.
However, if you're not able to get the emails opened or they just show up in the spam folder,
you don't even get to reach the kind of customer anyway.
So in this video what we're going to do is go over the top three ways you can improve
your email open rate.
So let's start with the first way you can improve you email open rate and is by focusing
on just providing the best value that you can.
So this means avoiding, just spamming people with too many emails.
This also means avoiding just sending sales out one after another and what you really
want to do is you want to focus on delivering value.
Right?
So the chances are that people are getting so many emails a day right?
They're getting emails from co-workers, from family, from businesses.
It's not that email is dead but you do need to think about how you can get your emails
open more.
When you provide value to someone, they're going to look forward to your emails and they're
also going to be able to understand that it's a give and take relationship where they're
not just trying to sell you something.
But the person sending the email is trying to actually give you value.
Trying to give back, and in return want you to consider their product, their service or
whatever it is, right?
So you really need to focus on adding that value.
Theirs a lot of different ways to do that and it's all based on what your industry is.
But a lot of the times it's providing free content, free articles, free information about
the product or the service that you offer.
So another way to add more value is to filter and to segment your email marketing list.
Now this is something not many people do, the advanced marketers are of course they
do this but a lot of people that are just in email marketing.
They'll just send out to their entire database.
Their entire marketing list.
Now, this is better than not sending any emails out at all, however, you can have so much
more success if you segment out your list and you add different tags based on what the
customer is doing, where they're at in their journey.
Whether they live in different locations.
Whatever it is, theirs so many different ways to segment your email marketing list.
Once you begin to do that, you can add more value.
So instead of just trying to send out a general message, you can send specific messages out
to that exact right segment of your database.
Which is going to help everything.
It's going to help you get more email open, it's going to help your deliverability, and
ultimately people are going to feel that they are getting much more value from the emails.
So, that's the first way.
Now let's get into the second way you can increase your email opens and that is all
about focusing on engagement.
What I mean by engagement is anytime someone opens your email, clicks a link in your email
or replies to your email.
That all goes into what is called kind of your email reputation if you will.
Now it's important to understand that you have a reputation when you start to provide
the email marketing services right?
So that reputation is built on a number of different critierias.
Including how many emails you send out, how many people marked those emails as spam, how
frequently that your emails are getting bounced.
So you're sending it to old email addresses, and a lot of different things such as like
your business reputation, how many recipients are actually opening the emails, forwarding
them, and how many people are unsubscribing.
All of that goes into your email reputation and when you're just starting out, it's just
like with anything else you do in life.
If you start out and you have no experience, your reputation is gonna be on that ground
level.
So it's going to be something you need to work at improving.
But if you start to implement these three different ways to improve the deliverability.
That is all going to improve your email reputation with whatever email service provider that
you're using.
So focusing on engagement is really helpful because it kind of ties back to that first
point of giving value.
When poeple have the understanding that they're getting value, they're more likely to engage
with your content.
They're more likely to watch the videos.
Especially if you're segmenting your audience the right way, that is going to help you improve
all of those states dramatically.
The more you start to get email open rates, the more you start to get more people forwarding
the emails and interacting and replying, the higher your reputation is gonna become and
the more people you're going to be able to reach.
The more people you're going to be able to show up in their actual in-box.
As opposed to their spam box.
Another way to do email engagement and focusing on engagement is to build an email automation.
So you can automate set of different emails that go out.
Whenever someone joins a marketing list.
The reason that's so beneficial is you can segment out who is going to get what email
when, and that's going to help you show up at the best place at the best time.
Without you having to do all of that manual work.
That is going to lead to once again more engagement.
Which therefore improves your reputation and you can see that the positive feedback loop
will start to be going in the right direction.
Now let's get into the third way you can improve your email open rate and deliverability.
That is to encourage email replies.
Now what I mean by replies is when you send an email out.
Just like a person sent you an email, people can reply to that.
They can hit reply, and they can get back to you.
Now this is something that not many email marketers talk about.
But if you can focus on improving, the number of replies that you're getting, for each email
you send out, that is going to be a huge indicator to the email service provider that you are
giving out good content.
Now you're not just sending out hundreds or tens of thousands of emails and getting a
few responses.
But when you start to prioritize getting people to reply to you, the email service provider
is going to see that theirs a lot of traffic coming back.
And they're seeing that as engagement and they're adding more to your reputation because
of that.
Theirs a couple different ways to do that.
The first is to kind of hold a contest.
So I really like this idea because I actually one tickets to like a free show, someone was
performing locally and the way they did it was awesome.
They send an email out, to all of the subscribers, and they said hey the first three people that
respond to this email with the show date and the time they want to attend, will win free
tickets.
So what does this do for them?
All they have to do is do a small giveaway and they probably had hundreds if not thousands
of people email them as fast as they could.
So not only are they getting replies but they're getting replies as soon as possible because
you're encouraging that.
So that's something to do to think outside the box is to hold a contest, or something
I like to do is just ask for replies.
So I have a email you can subscribe at profitablefreelancer.com to my email list, but what I do is I actually
ask people for feedback, for tips, for ideas on what kind of content they want to see next
and once again that goes back into the other points that you are their to add value, you're
not just trying to sell things, service products, but you're there to also give back.
When people understand that and their able to interact, their able to reply to you and
you get back to them, that builds a customer loyalty to the brand or the business.
That other types of email marketing does not allow and that's why if you do email marketing
correctly, you can have so much success.
As an email marketer, remember that email is not dead and so many people will have their
phone with them every single minute of the day.
Even when they go to sleep their phone is right next to them, so sometimes if you talk
about email, people just get this thought in their head of people logging into a desktop
at work but in reality, email is right at the touch of everyone's palm, and even if
they don't always open every email, they are used to using it.
It's one of the best ways to get directly in touch with someone and when you do it the
right way, and you improve all of your open rate and your deliverability states, you're
going to have so much more success.
Whether you're a freelancer, providing email marketing to a client, or whether you have
your own business, and you just want to be able to actually get those open rates so people
can see your content because it's just like anything else in digital marketing.
Your headline, getting that open rate is the most important thing you need to do, because
without that they're just going to scroll by, and they're never going to see your content.
So also remember, that when you're trying to get replies, to focus on your email subject
line, to focus on giving value, and to be open and transparent that you really want
people to get back in touch with you.
So that was three ways you can improve your email open rate.
I hope that was helpful.
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and until next time I look forward to your success.