Email marketing is an effective prospecting tool. According to statistics, the ROI for email marketing is 28.5% (Chief Marketing). Ease, speed, and flexibility: these are the words that describe its advantages. Marketing automation tools, whose numbers have been steadily increasing recently, play a significant role in this. Nevertheless, the biggest challenge for businesses remains finding the best way to increase their campaign open rates.
Many entrepreneurs complain about having a very low click-through rate (CTR) compared to email open rates. This is a problem because if your readers or subscribers ignore your emails, there's no chance they'll take action. This means the game is over for you, and you won't be able to convert them into customers.
To write a successful marketing email, copywriting is the key. This art allows you to persuade your reader with powerful words, rational arguments, and emotions, prompting them to take action. Good copywriting will allow you to build a strong connection with your audience, improve your KPIs , and even boost your conversion rate.
Today, we're going to reveal 5 copywriting techniques that will boost your open rate. Follow along until the end!
1 – Don't talk about yourself
A marketing mistake to avoid is promoting your product or service. Of course, you can highlight your offer in your email, but you shouldn't use an overly salesy approach . For example, if you're addressing a prospect, talk about your prospect! Remember that when your prospect opens your email, they expect a specific answer to a question . This means you need to provide them with the information they're looking for quickly.
Indeed, a person doesn't buy because they understand your product or service, but because they feel understood. You need to make your prospect feel that you understand them and that you are capable of meeting their needs. Add a human touch to your email to show them that you understand not only their needs, but also their pain and suffering. To do this, you can use empathy marketing . This means you need to appeal to your reader's emotions through the message you want to convey.
By following you, your prospect expects to find added value . If you simply reiterate your paid offers, you risk losing them. You need to have something unique that will set you apart . What impact will you have on your prospect's business? Why should they choose you over someone else offering the same product or service? Make sure you answer these questions before launching your email campaign . And finally, don't forget to offer them your best tips and valuable advice to help them achieve their goals.
2 – Mention a short-term benefit
In an Inbound Marketing , you have probably already created your buyer persona . This will allow you to better understand your audience: their interests, concerns, challenges, and reading habits.
Therefore, you need to consider adapting your content to your target audience . This way, you can tailor your message and your email marketing strategy . The more information you provide that your target audience is looking for, the better received your message will be.
This means that from the very first glance, you need to grab your reader's attention and pique their curiosity. In the subject line of your message, show your prospect how you can help them. Tell them what they'll quickly gain by purchasing your offer. For example, if the reader is looking for a way to optimize their website's SEO, you can announce your solution right in the email subject line: “Add our plugin to your website to boost your SEO .
Of course, this is just one example, but there are so many ways to capture the attention of your target audience… and the best method is to directly mention a short-term benefit that is likely to interest your reader.
3 – Insert variables into your object
Customize the subject line of your email
For a successful email campaign to personalize your messages. You must design a unique email for each recipient. Indeed, there are many personalization techniques, but the most common is certainly inserting the subscribers' names into the messages to be sent.
Personalization variables , also merge tags or placeholders, allow you to personalize your email. Personalized emails enable you to:
- to distinguish themselves from other senders;
- to generate a high open rate;
- to increase the engagement of your contacts;
- to communicate directly with your prospects;
- to save time and resources by inserting different information for each recipient in a single mailing.
Email campaign personalization can be done in the subject line, the sender field, and the body of the email. However, it's best to focus on the subject line first, as it's the first thing your reader will see before deciding whether or not to open your message.
Use a dynamic variable in your email subject line
This task is quite easy to do; on Qualifio manager, for example, you simply need to follow the steps outlined below:
- Access the “Subject” field of your email;
- Click on “Insert dynamic variable”, located below the “Message” field;
- Click on the desired variable – and it will be displayed in the “Message” field;
- Copy and paste into the “Subject” field.
Most email marketing tools offer this feature. However, it's important to know that the way you use a dynamic variable in the subject line of an email can differ between Sendinblue and MailChimp, for example. If you encounter any problems, we recommend consulting their online help center for instructions.
Examples of personalization variables
Each personalization field has its own variable. You can simply add the variable related to the information you want to personalize wherever you want it to appear in your message.
Example :
Let's take this initial text: (Hello _First name_ ,…)
When we send the message, the variable _First name_ will be automatically replaced by the first name of each recipient (Ex: Hello Lise ,).
Therefore, each email you send will be personalized with the data of each subscriber.
The different types of personalization fields
To personalize your emails, you can use the data saved in the regular and custom fields of your contacts.
Regular fields
There are exactly 9 regular fields you can use to personalize your messages:
- E-mail ;
- First name ;
- Name ;
- Business ;
- Gender (to introduce a greeting, e.g., Mr., Mrs.);
- Postal code;
- Date of birth ;
- Country ;
- Language.
Custom fields
The number of custom fields you can access depends on your plan. However, you can create between 5 and 30 custom fields , all of which can be used to personalize your messages:
- Text ;
- Date ;
- Whole number;
- Decimal number.
Need a marketing automation solution to successfully run your email campaign ? Contact us .
4 – Address your recipient directly in the email subject line
In your personalized message , you are addressing your recipient (prospect or client). Instead of boasting about your expertise, talk about them and their problems to capture their attention.
The open rate depends on the length of the email subject line. Whether it's cold or warm emailing , the subject line plays a crucial role. It determines whether or not the recipient will open the email they just received. In our experience, email subject lines shorter than 25 characters tend to generate significantly more opens. Therefore, it's important to keep it short, clear, and concise.
We once launched an email campaign that was a success! The subject line was very simple: “How is your prospecting going?”. The body of the email offered tips and advice to the reader as solutions to their problems.
The performance of this campaign was astounding, with an open rate of 36%. This leads us to conclude that engaging your prospect, talking about them, and focusing on their needs works wonders.
As we mentioned earlier in this article, it's always advisable to grab your reader's attention at first glance…
5 – A/B test your email subject lines
A/B testing is a common technique for optimizing email marketing. It involves sending two versions of the same email (version A and version B) to a sample of your mailing list. The version that generates the best results is then sent to the remaining contacts. This method allows you to measure the performance of your email campaign and its return on investment.
To perform A/B testing , several methods are possible. For example, if you want to boost your open rate , you can test with:
- two different objects
- two different sender names
- two different “preheaders”
How can Magileads help you?
To increase the open rate of your email campaign, you can opt for the Magileads .
We offer a comprehensive technological platform that enables sales teams to conduct email campaigns simply, quickly, and effectively. To achieve this, we offer:
- BtoB database of 20 million contacts;
- customization tools;
- A/B testing tools.
And that's not all! Thanks to our omnichannel platform, you can also invest in other prospecting channels such as LinkedIn, SMS or VMS, Retargeting Ads…
Want to learn more about our services? Take a look at online demo
