Given that most of sent emails end in our trash, emails that pass this barrier are a very valuable marketing tool. Taking some effort to write compelling subjects and email content can go a long way towards improving open rates and click-through rates.
As you build your email list, it’s crucial that you stay connected to your students by emailing them with new valuable content. This way, you build trust and rapport with them. The problem in many course launches is the emails often don’t get many open rates and click throughs due to badly written emails.
So, how does someone increase those numbers?
In this article we will go through different examples that reveal techniques you can use in your course launch.
Writing compelling subject lines
The subject line keeps the gates of your email. Many times it determines whether a receiver is going to open it or not.
So, how do you imagine the subject line of a great email?
Klaviyo shares the following data with what works best when it comes to creating subject lines.
The research indicated higher open rates when subject lines when:
According to HubSpot a good subject line should have seven attributes. It should be:
Before you start directly selling your course, there is a variety of emails you can send, which we describe in another article.
Here are some email subject formulas to use on your email, and increase their open rates:
“Have you tried to…?”
“Might be off-base here, but …”
“If you’re struggling with…you’re not alone.”
“Can I make your life 20% easier?”
“Will I see you at [event]?”
“You are wrong [recipient’s name]…”
“What if you were…”
“Give me one minute and I’ll show you…”
All those subject lines have a familiar to as a commonality and directly reference to the receiver. Familiarity and personalization work best! They also trigger curiosity and increase the likelihood they will open them.
Email Content – Making users want to read through your email
Apart from an appealing subject line, the main content of the email is equally crucial.
Suppose you have managed that your email gets opened. The next big challenge is that people will continue to read your message.
First, think of what would make you want to read an entire email and practice upon it. And, if you are looking for inspiration, take a look at some of our best examples:
Sharing important news, updates, offers or information might be better when it is more personal. Sending from an email other than the company info and including a name and a consistent personal style, keeps your readers engaged and reading with a sense of familiarity.
So, we come to our first lesson:
Lesson #1: Use your first name, include a picture of yours and mention the recipient’s name.
Our next example is a welcome email from Hubspot:
See how the sender provides great support by offering to meet with anyone who asks. He found a huge way to be remembered and show off his competitive advantage.
By prompting recipients to respond to your emails, it’s more likely that future emails will end up in their “Primary” inbox. Also, if you respond to their emails one on one, they’ll realize that there’s a real person behind the computer screen.
Lesson # 2: Make people feel special (Offer something personal).
A good psychology technique for your emails is: Illustrating a painful situation first (eg., a problem recipients may have) (before) and then, show them what it would feel like to solve that problem (after).
You can then in front of them provide the solution through your course/product and increase the likelihood of getting a response (Bridge).
Lesson # 3: Expose a problem. Then, provide the solution.
Our next example is an email from Neil Patel’s about SEO Strategy.
Watch how Neil is unfolding a story of his own experience which is also relevant to his recipients’ needs. He is talking about how he heard about a SEO strategy. However, he boosts interest by making an emotional connection – it is life-changing.
Wouldn’t you be tempted to click through?
Lesson # 4: Tell a personal story, be empathetic, and then provide content.
Another example instructors should have in mind is those of Katie and Gay Hendricks. This awesome couple gives away a vast amount of free content concerning psychology issues. They use subject lines like: “A Word of Warning for…”, “The surprising reason you…”, “3 Harmful beliefs you…”.
Here, you can see only a part of the entire email.
This couple have found a very effective way to launch their book: Educating their recipients. Through a series of such emails a subscriber gets a clearer picture of these issues and gets in the mindset of wanting to learn more.
Think of how you could offer great content that could make your students even more enthusiastic about taking a course.
Lesson # 5: Offer a vast amount of free, valuable content.
Another characteristic of the above emails is that they are brief. If you are sending emails with hundreds of words, you’re making it much more difficult for recipients to decide whether they want to click through. Of course if you want to provide free content that educates, this is another story.
So, here is how you can keep your email brief. Simply ask yourself: “What’s the point I’m trying to make with my email?” Keeping your message on-point is the key to writing brief email copy.
Lesson # 6: Keep the text brief and to the point.
Connect with humor or sincerity as living, breathing person because, to quote the great ad writer Howard Gossage, “people read what interests them”.
Here are some of the emails we found in Really Good Emails and think they are beautiful:
Lesson # 7: Experiment with the design
So, here they are, seven best lessons to apply to your email campaign.
Concerning both the subject lines and the content you use, you should always test the results from your open rates and click through rates. Testing is a good idea, no matter the circumstance.
Any of the best lessons described above can and should be tested to help you better understand what resonates with your audience. A/B testing is something most marketers do. In this case all you’re testing are two different subject lines or emails (A and B).
Just keep every other factor equal, for example send all of the emails at the same time of day and keep the same email form.
Also, be sure you have defined what success of your email campaign will actually look like. Set clear objectives, so you’ll have a clear picture on how to execute your strategy.
For example, some of your quantitative objectives might be:
– Increase sales cycle speed by X%
– Reduce the number of leads rejected by sales to X%
– Boost upsell conversion rates by X%
– Increase sales call conversion rates by X%
Then, go and experiment with qualitative components and set clear objectives you will follow every time you write a new email. Apply your strategy and check the numbers again. A careful look of your campaign’s impact will help you always improve your strategy.