News of the amazing return on investment of email marketing campaigns can give marketers unrealistic expectations. Many clients new to email marketing are surprised and disappointed by email opening rates. Think about your own email use though, do you open every email you receive?
You can increase opening rates by learning from your first campaigns how to produce emails that appeal more to your customers, the long term effect of having a reputation for sending useful content will be huge though. Email marketing should be viewed as a long term strategy for your company which will create a more lasting effect than simply chasing an easy sale. That is not to say that sales will not come along the way, but if all you send your customers is promotions and offers, fatigue will set in and you will soon see those sales drop.
A long term relationship with your customers will bring many more sales and can be achieved by getting a reputation for sending useful emails that show clear value. News about your industry and what is happening can be of interest, expert advice also demonstrates value in your marketing emails. Everyone likes to be asked for their opinion and asking your customers questions will enhance your emails. Depending on your industry product reviews can also be great. Engaging your customer with a simple survey can have a big influence on their willingness to open future emails from your company. Strangely, the less you focus on your offers, the more likely your customers are to see your promotions. An appealing email gets read, as do the offers you (selectively) include in it.
Your mailing list is a key starting point for your targeted email campaign. Look to send emails to people who actually want to receive them, an opt in is a clear indication that the customer wants to receive communication from you. This will result in far higher opening rates and avoids having your marketing communications classed as spam by your customers.