Typically business owners are creating newsletters every 2-3 months, this is particularly true if you’re a clinic, an osteopath or a chiropractor, the kind of people I’m dealing with on a daily basis. Unfortunately many business owners are not actually appreciating where they are being read?
It’s official, mobile now accounts for the majority of email opens with a 51% share, and that’s up from 48% in September/October last year. So that’s definitely a trend that’s growing, we see it all the time, whether we’re on the bus, at a restaurant or pub, people are reading their email on their phone, along with Facebook and Twitter.
Are Your Customers And Clients Reading Your Emails On Their Phones?
So, once we’ve slaved over copy on our email we need to appreciate that it might not be read in the office on a laptop, or a PC. There’s a greater chance that it will be opened on a phone. We’ve got to appreciate the way we write content, they way in which we write the headline, the copy, and include a a call to action. If we put too many call to actions in the email, sadly people will have too much choice and not commit to making a decision, except to move onto the next email in their inbox!
Research shows that we only give each email 15 seconds of our time. In actual fact if you get that amount of time spent on your email, then consider that good.
Picture how you scroll through your own email, how much time do you give each message? Now turn that thought around and think, right, when I send out my email, are people actually going to read my content. Should I include more than one call to action?
I would suggest that if you keep it down to one call to action, that’s probably the best way to go. Keep it short and sweet. Don’t try and put too much in there. That’s a trend that will increase, so I believe that’s the way to go in email marketing.
Also, as always when you send an email, make sure it isn’t cluttered with hype, but instead connects with your reader at a personal level. Including a dose of storytelling is always the best way forward, it’s the way to engage with people, it’s the way people feel they aren’t being marketed to. You can create a relationship, Email is the one platform where someone can actually feel as if they’re talking to you as an individual. Compare this to when you broadcast a message which might be via Facebook, video marketing, or using printed material, where the relationship isn’t as close. Email marketing is still very powerful, but we have to realize that people are reading our message on different devices now and the majority is with mobile.
Are You Complaining About Your Decreasing Open Rates?
As email open rates decrease business owners complain to me, “Andy, my open rates are decreasing what am I going to do about it?” Well it might just be the fact that your content is being structured for someone who is reading on the laptop or PC, and if you change the format, you will see your rates go back up. That’s quite critical; it’s something you should keep in mind, particularly for the rest of this year.
Here are a couple of takeaways for you. People are reading email more on phone than other devices. Furthermore, open rates are increasing for mobile. Which is a good thing for marketers or businesses getting their content out there. You just have to change your approach. Let me know if you have any email marketing questions.