This is a guest contribution from Luke Guy, blogger and graphic designer.
It’s amazing how blogs have exploded within the last 10
years – take ProBlogger for instance. Blogs like these can provide a
good living for the owner if the traffic remains strong and healthy. But
how do these blogs retain the traffic and keep a steady flow? There are
many ways, but I want to discuss with you a vitally important one: your email list.
Usually more email subscribers would mean more traffic. Right? Well, not anymore.
Bloggers are facing diving open rates today like never before. Small bloggers and the celebrity bloggers alike suffer.
But why?
Let me give you 8 Reasons Why Your Email Open Rate Is Nosediving.
1. You have lots of images within the email.
When it comes to email open rates, fashion is not how you
make waves. Simpler is better in this case.
HTML is good, but text based
emails are even better. I know we’re tempted to be flashy, but if no
one is seeing it, what’s the point? Your email is going to be seen more
when images aren’t within them. They flag filters many times, and can
annoy the reader also. It’s best to simply state your message and get to
the point quickly.
2. Way too long!
In the blog world an article of 200-1000 words is considered an informative post (View Darren's Post
On Word Count)(http://www.problogger.net/archives/2006/02/18/post-length-how-long-should-a-blog-post-be/). Reading one of these could take 5-7 minutes to read, and 15 minutes to fully understand.
In email this is simply not so. Why? You’re simply updating
them with short exclusive information, and persuading them to spend a
minute on this unexpected message from you. Think of your email
newsletter as a bite-size sample of your blog. Let every bite be
extremely pleasant and leave them wanting more. Where do they get more? Your blog.
In order to do this, your email must be short, sweet, and
fulfilling in bite-size. 150-450 word count would be best when writing.
You’re sharing exclusive content, updating, and telling them about your
new blog post kind-of-thing.
3. Links Everywhere.
When all they see is outlined sentences everywhere, landing
somewhere in the unknown, the word SPAMMY is the first thoughts of most
readers. They get the idea that all you’re trying to do is send them to
a place they don’t want to go, to spend money they don’t want to spend.
Put only one link in your article, and give them many good reasons why
they should click on that link. Not one reason to click on 10 links,
that’s not as effective. So choose your link wisely, and this also will
prevent your email from getting vacuumed by the email filters.
4. Your agenda appears to be making money.
When they see your email appear, what should they expect?
If it’s another course, eBook, or program in which they must buy,
there’s a good chance you’re going to get turned off eventually. A good
rule of thumb is to give your reader 10x more. Instead, offer freebies
just so they will warm up to you. If you need some freebie ideas, go
here: 6-Freebies-That-Will-Spike-Engagement-In-Your-Blog/.
I know we’re all trying to come up with ways in which to
make money, but it’s better to have our customers coming to us with
their money, not the other way around with us chasing them and their
wallet. When they understand that you’re for them and wanting to help
more than to make a buck, they will come.
5. Your email is only a result from an RSS blast.
Your emails should be exclusive content, not an email
blaster from your RSS feed. Many will disagree with me on this, because
they don’t want another article to write. I understand their pain, but
what’s the point of offering this option of RSS if they’re not going to
read it? With Google’s Gmail Algorithm, RSS is a turn off and a good
chance it will never make it to their inbox.
How will they find out about by my new blog post then? you might be asking.
Give them many reasons within that email why they should read that article and give them a link to it. The reason shouldn’t be because it’s new.
It should be because it’s helpful and can be found almost no where
else. You’re just pointing them back to it so they won’t miss this
amazing content.
6. Not full of helpful information.
You thought that tips, helpful information, and how-tos
were only for blogs? Not so, it will apply to your email rate as well.
Except you have only a few seconds to persuade them to read it, a few
more seconds to finish reading it, and finally to click on whatever link
you may have for them (that was the point of the email right?).
The only thing is with email, shorter is better. Why? When
trying to catch the eye, you have only a few seconds to persuade them to
read it and consume your information. As for a blog post, most were
searching for the solution you have to offer and were willing to spend
the time to solve their problem. So make it short but powerful since
your message was unexpected!
7. They don’t feel a personal connection with you.
If all you do is sell, command, and write like you’re
talking to the wall, they’re not feeling what you write. To avoid this,
write as if they’re your friend. Instead of writing to your readers,
write to your reader specifically. Pretend that you’re writing to one of
your readers, and let them feel that one-on-one connection. It’s about
winning their trust, which is key to any business.
8. You’re boring.
If you’re doing all of the above, it’s time to face it.
It’s time for a recharge. Sometimes to make our tips more helpful, and
our writing voice more inspirational, we need to read more and be
inspired. Like an athlete, we must eat more than we burn. If not, we
don’t have much to offer.
Go out in your niche and explore again. It could be the
simple fact that you are burned out and need to refill with more helpful
information.
Ways to improve email letter quality:
1. Read a blog post like this one by Darren Rowse On Passion: Passion – Do You Have It?
(http://www.problogger.net/archives/2014/02/14/passion-do-you-have-it/)
2. Interact more in the comment section.
3. Listen to podcasts.
4. Talk to pros in your niche.
5. Take a course.
6. Think more, and spend more time with that writing piece.
7. Study your competition and how they write their emails. Read this to be inspired: Learning Your
Foes Makes You a Better Hero (http://lukeguy.com/learning-foes-makes-better-hero/)
So basically you’re defeating two things here, the email
filter and the reputation of scammers. It’s so easy to be flagged as a
scammer these days and you must work extra hard to appear the very
opposite. These tips will make that happen, and will also get your
emails to bypass the filters.
Mission Accomplished.
You’re going to see great results from this if applied
correctly. I’ve learned by not selling, you kind of are. When they know
you’re in business, and all you do is help, curiosity takes over them.
When they see your free tips work tremendously, what will your paid
versions do?
Thanks for reading and I wish you higher email rates!
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