We are now the stewards of each buyer’s journey. Besides, email is a honeypot when it comes to marketing.
According to HubSpot, there are 3.9 Billion daily email users globally. That’s a sweet pot of potential customers!
Buyers have changed; they know where to look for information on the product or service they are interested in buying.
“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” ― Brian Halligan, CEO & Co-Founder, HubSpot settings.
They do research on Google to find out more. Besides, friends and social media offer them referrals and reviews from other customers.
Often, they sign up for the newsletter of their favorite brands to get in on special deals.
Now, more than ever, we need to understand our buyers down to their behaviors, core demographics, wants, and needs. That’s where nurturing emails play a vital role.
The key is creating relevant email conversations that customers-leads already on your list want to read.
How do we do that?
Here are 4 simple hacks for boosting your nurturing emails and guiding your buyer’s journey.
Opens and Clicks, What’s the Difference?
The analytics to your nurturing emails are crucial to understanding what works and what falls flat in your email campaigns. Still, the terms email opens, and email clicks are often mindboggling because they sound so similar.
Building your subscriber list is essential when it comes to effective email marketing. What’s more, nurturing emails result in higher open rates, up to a 21% boost, according to HelpScout.
To succeed in increasing your open rate and click rate, you must be committed in building a relationship and rapport with your subscribers.
Nurturing Email Opens
# of Nurturuing Emails Opened ÷ (# of Nurturing Emails Sent- # of Bounced)
The nurturing lead emails open rate is probably one of the most important metrics you should track in a campaign. It tells you how people are engaging with your emails.
Should you change specific elements? In the nurturing email? Or in the campaign overall?
The email open rate is expressed in a percentage and refers to the number of unique opens that your email receives in a campaign.
Calculating the number of emails can be a challenge. There are two things that must happen for an email to be considered as opened:
- Your recipients must have images enabled to be viewed. Most email marketing software platforms embed pixels in their emails. The pixels help track if an email has been opened.
- Your recipient must click on a link embedded in the email.
Nurturing Emails Click Rate
“Clicks,” “click-throughs,” “click rates,” or “click-through rates” measure how many of your recipients clicked on a link in your email. It differs from the open rate because it measures how many people desired to take action to learn more about your offer.
It is a significant number because it helps you measure how effective your emails are at motivating your recipients to click through and drive traffic to your website and convincing them to take action.
If your nurturing emails open rates are excellent, but the click rates are dismal, then the meat or content needs to be changed. Here are some things to consider:
- Visuals are essential too. Do your emails look good?
- Are you speaking directly to your audience in your email content?
- Did you ask readers to click on the link or button in your call to action?
5 Simple Ways to Get to Higher Open and Click Rates and Make Recipients Read Your Nurturing Emails
If your lead nurturing emails have been struggling and that’s what led you to my site, I’m glad you’re here.
Let’s dig in!
Tip # 1: The Curiosity Lead Nurturing Email Intro
The first step to boosting open rates happens right in the inbox. It means building a subject line that piques your subscribers’ curiosity. How do we do that?
Accurately set your subscriber’s expectations in the subject line. Don’t be spammy, and don’t try to sell in your subject line.
The folks at MailChimp say it perfectly: “When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.”
The key is writing the best subject line, but how do you do that?
Don’t be afraid to use the following:
- ALL CAPS when you want to attract your subscribers to a specific point, but not the entire line.
- Avoid using the word FREE in your subject line since many spam filters will pick up your email.
- An exclamation point!
- Add a sense of urgency by saying your offer expires in X days.
Ask a question in your subject line. Use the types of challenges your subscribers may be facing and need answers to solve.
Keep it short. 50 characters or less works best. Why?
Many subscribers are reading from a mobile device, and 50 characters is the maximum that will display.
There are many ways to make your subject line stand out and motivate your subscribers to open them. Here are a few not to use:
- Symbols and special characters
- While you might people opening your emails out of curiosity, but they will still look spammy.
- Don’t use FW
- Some marketers use the FW in their subject to imply the email is coming from a trusted source. It’s spammy and crappy marketing at best.
- Don’t ask for help in your subject line. It will look like the Nigerian scams that have made People wary of requests for assistance.
- Numbers: details of your special offers (50% off, etc.) can be helpful but don’t overuse them, or you’ll establish yourself as a sales merchant
- What many people don’t realize is using first names in the subject line can reduce open rates. Some subscribers see it as spammy and won’t open them. So, if you want to personalize, use a generic greeting instead. For example, you’ll find “Hey friend,” “Hi there friend,” or others are much more effective.
Tip #2: The Interest Nurturing Email Intro
Once they have clicked into your email, your interest intro will either keep them reading or send them to click unsubscribe.
1. Don’t treat your email as an advertisement or billboard.
When was the last time you heard anyone say, Wow! I can’t wait to get advertising emails in my inbox?
2. Read through past email or drip campaigns and ask yourself a few key questions.
Who does this email target?
Is there anything valuable about it?
Are we just talking about ourselves?
Would I open this email?
If my competitor sent this exact email, would anyone realize this is our email copy?
The purpose of your email from the very beginning is to grab the interest of you subscriber. When you are trying to find out where you are going wrong, do an audit of your nurturing or drip emails. Ann Handley’s tactic is excellent.
Take your email copy and photoshop it into your competitor’s email. Can you tell the difference? If not, you have some work to do.
Tip#3: The Copy & Content of Your Email
Here is where you say the stuff you want to tell your subscriber. The format is key to your subscriber reading onward or just hearing Charlie Brown’s teacher saying, “wah, wah, wah…” and exiting out of your email.
Best practices say prewrite the copy of your email and look for the most essential part. Most people will write the copy where the focus point is toward the end. For example, recently, I wrote an email on St. Patrick. It went like this:
This holiday that is steeped in tradition and folklore still attracts and engages people of all ages.
Saint Patrick’s Day has always been a favorite. Whether you’re Irish or a kindred spirit, it is always a fun day!
Saint Patrick was a Catholic missionary in Ireland at a time when Ireland was made up of primarily uneducated unbelievers they referred to as pagans.
He went to great lengths to explain the Holy Trinity to them using the only thing he had, a 3-leaf clover.
Today’s Ireland is filled with Catholic believers, so it seems Saint Patrick was successful in sharing his message.
My open rate was 66.7%, so not too bad.
The point is to catch your reader’s attention from the get-go, so take your planned email copy and flip it.
Readers also like a lot of white space. Most email marketers, myself included, will tell you how valuable that white space is.
Is white space a waste of valuable marketing real estate? It might seem so, but guess what?
It isn’t that awkward silence you fear experiencing during the first meeting with a potential client.
White space is your wingman. Rely on it to make your messages look good.
Walls of text often send your reader back to their inbox (if you’re lucky) or worse, hitting unsubscribe.
Tip #4: The Nurturing Email Call to Action (CTA)
The last part in any nurturing email what I call The Ask, or the Call to Action. What do you want your subscriber to do?
Visit your website
Complete a Survey
Answer a Question
Buy a Template
Once you have a goal in mind it’s easy to know what to write. That’s why an excellent method is develop the plan, know the goal and then create the email STARTING WITH THE GOAL.
Getting Started With Nurturing Emails
Now that you have an idea of creating better nurturing emails, you are well on your way to boosting your business. Keep an eye on your target, and get writing.
If it seems you need help to work through an email audit or writing your nurturing email copy, schedule a free 30-minute introductory meeting with me.