Email marketing is kind of our thing here at Rabbut, so we’re constantly on the lookout for techniques that gets people to anticipate your email. That said, we have 5 techniques here ready for you to steal that will get your email read every time.
This is something you’ve probably seen on Youtube. It’s when the viewers watch someone unwrap a product or reveal a new service that’s just been brought. It may be strange, but this technique is proven to ease the uncertainty buyers get when shopping.
The number of viewers tuned in to this kind of content online is quite staggering – a 57% increase in views compared to two years ago, according to Google.
Why is this so important?
It turns out that when a viewer watches someone unbox an item, the viewer is much more likely to buy the item himself.
This behavior can be explained with science. As we watch someone unwrap a product, our mirror neurons start firing the neurotransmitter that’s associated with excitement.
We aren’t the ones unwrapping the product, yet our neurons produce the same neurological feedback that we get, as if we were actually doing the unwrapping ourselves.
It’s this kind of experience that triggers viewers to feel engaged.
This same phenomenon can be applied to email marketing.
Let’s look at TrunkClub, a curated menswear service that delivers right to your door.
TrunkClub shares the experience with their prospects by reviewing what’s in the “trunk.” Doing so allows email recipients to feel a sense of presence, like the trunk is really in front of them, reducing uncertainty about the products.
The key to this technique is to get recipients to feel thrilled when watching the newest product unfold right in front of them, which helps establish a bond with the customers.
Your email should get smarter every time.
Ask smart questions when users engage in your emails. That could be when they first sign up, or are already through one week into their email subscription.
What are the common interests your subscribers share? What are their pain points that your services and products can help solve?
These questions can help identify your target audience on the receiving end and allow you to segment your email campaigns much more easily. Practice this, and your crafted emails will always be laser-focused on the right recipients, lowering the risk of unsubscribes and low open rates.
Here’s an example by Lululemon, an athletic clothing business for both men and women. How do they know which department the recipients are most interested in browsing?
Simple – asking.
Besides asking, we can also use behavioral triggers based off of past purchases to refine promotional emails. For instance, Lululemon looks at the user’s location and presents products near this specific area.
Doing this helps Lululemon reduce the frustration a customer gets when a product is unavailable within his or her proximity, especially when he or she is already committed to buy.
By learning about your customers, you can better understand what they’re looking forward to in the emails. With these personalized emails, you’ll bring in more valuable customers than you would have than blasting out cookie cutter emails.
This is exactly what it sounds like.
It tracks your users’ accomplishments after they’ve used your service and shows them their progress report in monthly email updates.
To put it simply, a progress report is a visual and data-driven confirmation of how your services have benefited the users overtime.
Let’s take a look at Grammarly, a tool that points out your grammatical and spelling errors.
I was in a month with Grammarly as a trial customer. Their bottom line was to convert me into a paying customer and how they did so was showing me a progress report card. On this progress report card, Grammarly pointed out the drastic difference it has made in my writing. My writing is less error prone to spelling and grammatical mistakes, which in turn increased my readership on my blog.
Taking everything into account, the numbers do the talking.
Your progress report should achieve the following:
Most people read their email on their cell phones now, so it’s important to lay out the data in a digestible format. Users should be able to make heads and tails of the data in one glance.
The numbers on the data should answer, “what can I do next?” Progress reports are an implicit way to demonstrate for trial users and paying customers on how your products can change their life. Leverage this kind of monthly reporting to build up the habit of readers looking forward to your email.
The golden nugget to getting people hooked onto reading your email is by providing value in the email.
Establishing a habit is long thought to be the number one formula to get people to use your product. Surely, Buffer does it well in their occasional emails.
Buffer is an online scheduling tool for Twitter, Linkedin and Facebook.
These emails serve as an utility, almost like a virtual assistant reminding me that I need to upload more content onto my Twitter account. Because of these emails, I am fully dependent on it on have no worries about my Twitter account being empty.
To sum this up, provide something valuable. That will get your subscribers to open every time.
Our mailboxes are constantly flooded with emails coming from the things we’ve signed up for knowingly or unknowingly. It’s a good idea to remind users about who you are.
Reintroduce your company.
Imagine you went to a large Halloween party last night, and the next day you receive a text from this guy named Victor. Since we’re naturally better at remembering events than names, you’re probably scratching your head, thinking who this Victor guy is.
It becomes clear who Victor is when he messages you again saying that he was the guy wearing the Sriracha costume.
The same goes for your company. A prospect may shop around for a product but still kick the tires. Your email should focus on a warm re-introduction about how your product can ease their pain point by linking a few of the popular posts your first time users found useful.
Part of running a successful email campaign means getting emails opened and read. Above are the five techniques you can incorporate in your current email campaign.
As always, test, refine and repeat until you have created the optimal email campaign in your industry.
The examples above provide a framework that shows you what works, but only you can put it into action and see for yourself.
Now that my secret techniques have been fully exposed, what are some techniques you’ve used that drive users to open those emails of yours?
This is a guest post by Kate Chan, a resident writer over at Rabbut, software that makes it easy to share new blog posts.