Email marketing is an effective prospecting lever. According to statistics, the ROI in emailing is 28.5% (Chief Marketing). Ease, speed and flexibility: these are the words that describe its advantages. Marketing automation tools, the number of which continues to grow in recent times, have a lot to do with it. However, the biggest challenge for businesses remains finding the best way to increase the open rate of their campaign.
A good number of entrepreneurs complain about having a very low click-through rate (CTR) compared to the opening of sent emails. Which is a problem because if your readers or subscribers ignore your emails, there's no chance they'll take action. This means it’s game over for you and you won’t be able to convert them into customers.
To write a successful email marketing, copywriting is the solution. This art allows you to persuade your reader with powerful words, rational arguments and emotions to take action. If your copywriting is good, it will allow you to create a strong connection with your audience, improve your KPIs and even boost your conversion rate.
Today, we are going to reveal 5 copywriting techniques that will boost your open rate. Follow us to the end!
1 – Don’t talk about yourself
A marketing mistake to avoid is touting 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 talking to a prospect, talk about your prospect! Remember that when opening your email, your prospect expects a specific answer to a question . Which means you need to quickly provide him with the information he's looking for.
Indeed, a person does not 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 are able to meet their needs. Add a little 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 that you must play on your reader's emotion through the message you want to convey to them.
By following you, your prospect expects to find added value . If you just rehash your paid offers, you risk losing it. You must have a particularity that will allow you to stand out . What is your impact on your prospect's activity? Why should they choose you over someone else who offers the same product or service? Make sure you answer these questions before launching your email campaign . And finally, don't forget to offer him your best tips and valuable advice to help him achieve his goals.
2 – Mention a short-term benefit
Inbound Marketing approach , you probably already have your persona . This will allow you to better understand your audience: their interests, concerns, challenges and reading habits.
You must therefore think about adapting your content according to your persona . This way, you will be able to adapt your message, as well as your emailing strategy . The more you offer the information they are looking for, the more well-received your message will be.
This means that from the first glance, you must grab your reader's attention and arouse their curiosity. In the subject line of your message, show your prospect that you can help them. Tell him what he will quickly gain by purchasing your offer. For example, if the reader is looking for a way to optimize the SEO of their website, you can already announce your solution in the subject of the email: “Add our plugin to your website to boost your SEO” .
Of course, this is just one example, but there are so many ways to grab the attention of your target audience… and the best method is to directly mention a short-term benefit that might interest your reader.
3 – Insert variables into your object
Personalize the subject of your email
For a email campaign , you must personalize your messages. You must design a unique email for each recipient. Indeed, there are many personalization techniques, but the most common is surely the insertion of subscribers' names in the messages to be sent.
Personalization variables or “ merge tags” or “placeholders” allow you to personalize your email. Indeed, personalized emails allow you to:
- to distinguish themselves from other senders;
- to generate an efficient opening rate;
- increase the engagement of your contacts;
- to communicate directly to your prospects;
- save time and resources by inserting different information for each recipient in a single mailing.
Personalization of an email campaign can be done in the subject of the email, in the sender field and also in the body of the email. But it's better to focus on the subject of the email first, because it's the first thing your reader will see before opening your message or not.
Use a dynamic variable in the subject of your email
This task is quite easy to do, on Qualifio manager for example, you just need to follow the steps set out below:
- Access the “Subject” field of your email;
- Press “Insert dynamic variable”, located under the “Message” field;
- Click on the desired variable – and it will be displayed in the “Message” field;
- Copy and paste into the “Subject” field.
The majority of emailing tools offer this functionality. However, you should know that the use of a dynamic variable in the subject of an email may be different on Sendinblue or MailChimp, for example. If you get stuck, we advise you to consult their online help center to tell you what to do.
Examples of personalization variables
Each personalization field has its own variable. You can simply add the variable relating to the information you want to customize 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 replaced by the first name of each recipient automatically (Ex: Hello Lise ,).
Thus, each email you send will be personalized with the data of each registrant.
The different types of personalization fields
To personalize your emails, you can use the data saved in the regular and personalized 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. But in total, it is possible to 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 carry out your email campaign? Contact us .
4 – Challenge your recipient in the email subject
In your personalized message , you address your recipient (prospect or customer). Instead of bragging about your expertise, talk about them and their issues to get their attention.
The opening rate depends on the length of the subject of the email. Whether in cold emailing or in warm emailing, the subject of the email plays a determining role. It determines whether or not the recipient will open the email they have just received. In our experience, email subject lines that make less than 25 characters tend to generate a lot more opens. It is therefore important to stay short, clear and concise.
We once launched an email campaign that was a success! The object of the campaign was very simple: “How is your prospecting going?” And in the body of the email, tips and advice were offered to the reader as solutions to their problems.
The performance of this campaign was astounding with an open rate of 36%. Which leads us to say that engaging your prospect, talking about them, and focusing on their needs works wonders.
As we said earlier in this article, it is always advisable to grab your reader's attention at first glance…
5 – A/B test your email subjects
A/B testing is a common technique when it comes to optimizing email marketing. This technique 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 statistics will then be sent to the remaining contacts. This method therefore allows you to measure the performance of your e-mail campaign and its return on investment.
To do A/B testing , several methods are possible. For example, if you want to boost your open rate , you can do a test with:
- two different objects
- two different sender names
- two different preheaders
How Magileads can help you?
To increase the opening rate Magileads solution .
We offer a complete technological base that allows sales teams to run an email campaign simply, quickly and efficiently. To do this, we offer:
- an up-to-date BtoB database of 20 million contacts;
- personalization 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, etc.
Want to know more about our services? Take a look at online demo
