April 7, 2025 • 18 mins
Are your marketing emails not getting the results you want? With billions of emails sent every day, the real challenge isn’t whether email marketing works—it’s making sure yours stands out.
In this episode, I’m sharing simple, effective ways to improve your emails, from designing for mobile readers to writing content that people actually want to open and read. We’ll also talk about email deliverability, tracking what’s working, and making small tweaks that can lead to big improvements. If your open rates are low or your click-throughs need a boost, this episode is for you!
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Janice Hostager (00:04):
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business and
life in between.
Welcome to My Weekly Marketing.
In 2025, it's predicted thatmore than 376 billion emails
(00:34):
will be sent and received everyday.
That's insane, right?
So you might be wondering ifit's even worth the effort to
use email as a form of marketing.
How can you stand out in acrowded inbox?
Even though the number keepsgoing up, email still has the
highest ROI of any marketingplatform.
For every dollar spent on email, an average you can expect to
(00:57):
see is $36 in return.
That's a 3,600% ROI.
So, although it seems likeemail is either dead or coming
to the end of its line, it'svery much alive and well.
So today I want to talk aboutwhy your emails may not be
working or converting.
Conversion is a marketing termand it's sort of like scoring a
(01:20):
goal in a soccer game.
It's when someone who sees yourmarketing like an ad or an
email as we're talking abouttoday and not only pays
attention to it, but also takesthe action you want them to take
.
For example, if you send anemail asking people to click a
link to read an article or tobuy something, and they actually
click that link, that's aconversion.
(01:41):
It's all about turning interestinto action and getting the
results from your marketing.
Okay, so today we're going tocover common conversion
roadblocks with your emailmarketing, crafting effective
email content, overcoming commonobjections and analyzing
audience engagement.
So first up, let's understandsome common conversion
(02:03):
roadblocks or some commonreasons why your email marketing
just doesn't seem to be working.
So let's start with one of themost critical elements your
subject lines and your previewtext.
These are like the headlines ofyour email.
They need to grab attention andentice your audience to open
that email.
Without a compelling hook, youremail could easily get lost in
(02:25):
their crowded inbox.
The subject line is the mostimportant part of your email
because if it's not compelling,your email won't get read and
all the hard work you put intowriting that email and putting
it all together will just end upin the trash folder and nobody
wants that, right?
So think of your subject lineas your first impression.
(02:46):
It needs to be clear, conciseand intriguing.
This is the part people oftenmiss.
Ask yourself does it promotevalue or create curiosity?
Does it address a pain point oroffer a solution?
For example, let's say you havea pet shop.
Rather than saying new pet foodin your subject line, say maybe
(03:07):
something like the one thingyour dog can't live without.
Teasing adds to intrigue and,although it's not appropriate in
all cases, it does get moreopens.
No doubt about it.
I put a lot of time into mysubject lines, and I'll often
split test them, meaning aportion of my audience, like 10
(03:29):
to 20%, will get one subjectline and another 10 to 20% will
get another subject line.
Once a winner is determined,the winning email gets sent to
the rest of my list.
Writing split tests on emailscan help increase email return
on investment by up to 82%.
But if you're just starting togrow your list, I would wait
till you have about a thousandpeople on it, so that you have a
statistically significantnumber of people that you're
(03:51):
sending it out to.
Otherwise, the results can be alittle bit skewed.
Next, pay attention to your ownemail habits.
What do you click on and whatdo you not click on?
Do you open emails in yourinbox that have a subject line
that says something like saleends today, or do you prefer the
ones that lead with value, suchas three reasons why you're not
losing weight?
(04:11):
Also, emojis can increase openrates, sometimes significantly,
depending on your industry.
I mean, if I have emojis in anemail from my bank, I'd probably
be a little suspicious, butfrom my hair salon?
Sure thing.
Emojis make your email standout in a sea of black and white.
And don't forget about thepreview text.
(04:32):
It's often overlooked.
The preview text is a snippetof text that appears next to
your subject line in the inbox.
Use it wisely to provide ateaser that complements your
subject line and encouragespeople to open.
Okay, issue number two pooremail design and layout.
(04:53):
Your email needs to be visuallyappealing and easy to navigate.
On average, most people sendabout 11 seconds or so reading
an email, which literally givesyou only seconds to make an
impact.
Fortunately, this is prettyeasy.
Most email service providers,like Mailchimp or what I use,
which is Kit, will give youtemplates to use or they'll
allow you to create your owntemplate using HTML if you're
(05:14):
handy in that way.
A clean and professional designnot only improves readability,
but also reflects your brand andits credibility.
Consider using white spaceeffectively, using a clear
hierarchy of information, andensure that your call to action
really stands out.
Too much text gets lost in theprocess, so provide clear
(05:36):
sections with differentbackgrounds or boxes within the
layout if you have a lot of texton your email.
And don't forget mobileresponsiveness.
These days, most people checktheir emails on their phone, so
your design must look great andfunction well on the big screen,
but also on the small screenand with people that have chunky
(05:56):
fingers, so something to thinkabout when you're putting them
together.
Issue number three is irrelevantcontent.
Your subscribers have differentneeds and interests, so I
recommend segmenting your listand personalizing your content
to cater to those needs anddifferences.
Remember our pet shop example.
No amount of emails about dogfood that are sent to guinea pig
(06:20):
owners will convert like zeropercent.
Plus, they may get frustratedand just unsubscribe.
Segmenting them based on theirinterest or previous purchases,
their demographics, theirindustry or other relevant data
will help you get the resultsyou're looking for, and it's
easy to set up segmenting inmost email programs.
(06:40):
Segmenting can increaseconversion rate as much as 760%.
Wild, right?
By segmenting your list, youcan personalize the content,
which creates a greaterconnection that goes beyond a
generic email blast.
Personalization, includingusing their name, shows your
audience that you understandthem as individuals, which can
(07:02):
significantly increaseengagement and loyalty.
Also, think about the timing ofyour emails.
Sending a promotional email toolate or too early can impact
your conversion rates too.
Once you have an understandingof who your ideal customer is.
That'll help you determine whento send your emails.
For example, if you're in theB2B space, then sending them
(07:24):
during the workday, usually inthe morning or at noon, would
work better.
For the B2C space.
You might try to schedule themon weekends or evenings.
Test and see what works bestfor you.
Issue number four overlypromotional or salesy language.
Let's talk about the tone andlanguage of your emails.
Being too pushy or salesy canreally turn off an audience.
(07:47):
I know you've been on thereceiving end of these because I
have too.
Your email should focus onproviding value and building
relationships rather than justpushing your products or
services.
Let me say that again for thepeople in the back.
Your email should not be allabout sales.
You need to address their needsin a helpful and genuine way
(08:08):
and provide value consistently.
When your ideal customer knowsthere's going to be something
good in the email, they're goingto open it, even if you're
selling alongside it.
I have a gentle sales pitch inthe bottom of every single one
of my weekly emails, but I alsogive lots of value.
I give away freebies, lots ofinformation and things that my
(08:28):
ideal customer will love.
I also include a story whichgives them a glimpse into my
personal brand and my personallife.
So striking a balance betweenpromoting your offerings and
providing value will educate andentertain your subscribers and
keep them on your list.
Educate and entertain yoursubscribers and keep them on
your list.
Next, here's some strategies forcreating compelling email
(08:49):
content.
The number one thing I do iswrite my emails with a picture
of my ideal customer in my head.
I talk to this customer as ifI'm having a conversation with
my good friend, who is thecustomer.
My brand is less formal, so howyou write your email should be
(09:12):
aligned with your ideal customerand how they like to be talked
to.
For me, this works really well.
If you're not clear on who yourideal customer is exactly and
not really sure how to talk tothem, then download my free
ideal customer profile and I'llput the link to that in the show
notes.
Understanding your audience'spreference and behaviors is the
backbone of all successfulmarketing.
It's not just about sending outemails.
It's about who you're sendingthem to and what they want to
(09:33):
hear and what they want to learnfrom you.
So why is this important?
Well, imagine that you're at aparty and you see a friend there
with her daughter.
Her daughter's 10 years old.
You're going to talk verydifferently to your friend than
you would to the fourth grader.
You would use differentexamples, different wording,
different illustrations.
It's the same with marketing.
(09:53):
When you understand youraudience, you can tailor your
message to resonate with them sothat you can connect with them.
But sometimes I get stumped whenputting emails together and I
don't know where to start.
One of my majors in college wasart and one of the things my
design professor always said wasnobody creates in a vacuum.
So I kind of take in that withme and use it when I'm creating
(10:15):
anything.
So I have a folder on mycomputer called email swipe file
.
When I get an email that has agreat subject line or is just
written in a really compellingway, I just save it, I just tuck
it away.
It can be a source ofinspiration.
Now, please don't stealanyone's email text.
That's not what I'm saying atall.
But you can definitely get anidea, or get a nudge to get an
(10:40):
idea rolling, by looking atother people's work, especially
if it's well done.
You can also use ChatGPT, whichI use about as often as my
swipe file, for inspiration.
Sometimes, especially when I'mtired or under pressure to get
something written.
I have, like this mental block,and so I'll have to go to
ChatGPT to write a first draft.
That's enough to move me alongthe creative highway and just
(11:03):
kind of generate some ideas ofmy own and some examples of my
own, so that I'm not takingstraight up from Chat GPT either
, because, frankly, that contentisn't always so good, but it's
enough to kind of give me ideasand get me unstuck.
I use actually both of thesesources for writing engaging
(11:23):
subject lines, for craftingclear and concise body copy to
create stories and emotionaltriggers and incorporating the
calls to action that driveclicks.
So there are a couple otherissues that people ask me about,
and the first one is emaildelivery issues.
(11:43):
Emails that end up in spamfolders or are not reaching
their intended recipients.
They're due to deliverabilityissues and can hamper the
effectiveness of any emailcampaign that you send out.
So there are a lot of factorsthat go into deliverability,
even on the side of therecipient.
But here are a few tips forthat.
(12:05):
Number one maintain a healthyemail list.
So what that means is regularlyclean out your email list by
removing inactive or invalidemail addresses.
This can be done with anautomation, so that people who
have not opened your emails in,say, a month or two, can be sent
a re-engagement email to findout if they still want to be on
(12:26):
your list.
After all, you don't wantsomebody on your list if they're
not going to buy from you.
So if they're not the rightperson, it's better to fish or
cut bait.
So the other thing you can do isto use a double opt-in to make
sure that the subscribersconsent to receiving your emails
.
A double opt-in is when peoplesign up for a freebie that you
(12:46):
may offer using a form and theyneed to click a link in their
email before they get thefreebie.
It helps weed out spammers andbots, so it's a good thing to do
.
The second thing to do is use areputable email service
provider.
So choose an email serviceprovider with a really good
reputation for emaildeliverability and make sure
(13:08):
that they provide tools formanaging and monitoring your
metrics so that you know whenwho's opening it and when it's
being sent, and all those thegood analytics that you need to
keep track of and then alsoauthenticate your emails.
So this gets a little techie,but you want to implement your
SPF, DKIM and DMARCauthentication protocols to
(13:32):
verify your email senderidentity.
That will help you increasetrust with the email service
providers that you're sending to.
I did a whole podcast about thisepisode 40, and this started in
last year, in 2024.
The big email companies likeGoogle and Yahoo enacted some
additional setup to try and curbspam.
(13:53):
It's actually pretty technical,so I recommend that you go back
and listen to that episode withmy friend, Scott Hartley, or
make sure your email serviceprovider can walk you through
the process.
It involves adding data to yourwebsite server, so I'm not
going to even attempt to walkyou through that on a podcast.
Next, you want to make sure youoptimize your email content so
(14:15):
you make sure that none of theemail you're sending out is at
all spammy, not a ton ofpictures or images or misleading
subject lines that couldtrigger spam filters.
Sometimes even the text thatyou write can trigger a spam
filter, and a lot of emailservice providers have spam
checks right on their platform.
(14:36):
And you want to engage with yoursubscribers on a regular basis.
So if you maintain consistentcommunication with your
subscribers to keep them engaged, that they will know to expect
your emails.
If you only email themintermittently and kind of
infrequently, they may forgetwho you are and flag you as spam
.
I recommend sending an emailone time a week at minimum, so
(15:01):
that you stay top of mind withyour customer and, as I said
earlier, give them lots of valuein the emails.
The last thing I want to talkabout is some technical
challenges, because I get askedthese a lot too.
Dealing with email marketingplatforms, managing subscriber
lists and navigating thetechnical aspects like email
design and automation tools canbe overwhelming sometimes.
(15:24):
That's why I use something likean email service provider like
Kit, who makes it all reallyeasy, so you don't really have
to go into the depth of theemail service and look at the
code and all that stuff.
They make it really easy dragand drop and I recommend that
you check them a.
So the last thing you want todo and I want engagement.
One powerful tool in yourmarketing arsenal is your
(15:50):
analytics.
By tracking these metrics likeopen rates, click-through rates
and conversion, you gain somereally valuable insight into
what's working and what canmaybe improve down the road.
These numbers tell a story aboutyour audience engagement with
your content, whether or notthey're intrigued enough to open
your emails and click throughto your website or even make a
(16:12):
purchase.
Now, these numbers vary widelyfrom industry and across
audiences, and all that, butgenerally an average open rate
across all industries is around15 to 25 percent.
Like I said, that can also vary.
Generally, a good open rate isconsidered to be above 20
(16:34):
percent.
Higher open rates indicate thatyour subject lines are strong
and your emails are resonatingwith your audience.
Your click-through rate, alsocalled your CTR, is always lower
.
Your click-through rate is whensomeone clicks on your email to
go to your website or whateveryou're linking to.
The average click-through ratefor emails is around 2-3%.
(16:55):
Again, this can vary a lotbased on your industry and your
audience.
A good click-through rate istypically above 3%.
A higher click-through rateindicates that your email
content is engaging and good andyou have a compelling call to
action.
The numbers always tell a storyabout where the problem is.
If you have a high open ratebut a low click-through rate,
(17:17):
look at your call to action andsee how engaging your email is.
If you have a low open rate,look at your subject lines and
make sure your emails are wellsegmented and appealing to your
audience.
So there's a lot to think aboutwhen putting your email
marketing together.
Remember to spend time andfocus on the subject line, the
(17:41):
message, the timing to createemails that are compelling and
get engagement.
Thanks so much for joining metoday.
For more information aboutanything we talked about on our
show today, visitmyweeklymarketingcom.
Forward slash 102.
And if you have any questionsfor me, please feel free to go
to Instagram and DM me at JaniceHostager Marketing.
See you next time.
(18:02):
Bye for now.
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business and
life in between.
Welcome to My Weekly Marketing.
In 2025, it's predicted thatmore than 376 billion emails
(00:34):
will be sent and received everyday.
That's insane, right?
So you might be wondering ifit's even worth the effort to
use email as a form of marketing.
How can you stand out in acrowded inbox?
Even though the number keepsgoing up, email still has the
highest ROI of any marketingplatform.
For every dollar spent on email, an average you can expect to
(00:57):
see is $36 in return.
That's a 3,600% ROI.
So, although it seems likeemail is either dead or coming
to the end of its line, it'svery much alive and well.
So today I want to talk aboutwhy your emails may not be
working or converting.
Conversion is a marketing termand it's sort of like scoring a
(01:20):
goal in a soccer game.
It's when someone who sees yourmarketing like an ad or an
email as we're talking abouttoday and not only pays
attention to it, but also takesthe action you want them to take
.
For example, if you send anemail asking people to click a
link to read an article or tobuy something, and they actually
click that link, that's aconversion.
(01:41):
It's all about turning interestinto action and getting the
results from your marketing.
Okay, so today we're going tocover common conversion
roadblocks with your emailmarketing, crafting effective
email content, overcoming commonobjections and analyzing
audience engagement.
So first up, let's understandsome common conversion
(02:03):
roadblocks or some commonreasons why your email marketing
just doesn't seem to be working.
So let's start with one of themost critical elements your
subject lines and your previewtext.
These are like the headlines ofyour email.
They need to grab attention andentice your audience to open
that email.
Without a compelling hook, youremail could easily get lost in
(02:25):
their crowded inbox.
The subject line is the mostimportant part of your email
because if it's not compelling,your email won't get read and
all the hard work you put intowriting that email and putting
it all together will just end upin the trash folder and nobody
wants that, right?
So think of your subject lineas your first impression.
(02:46):
It needs to be clear, conciseand intriguing.
This is the part people oftenmiss.
Ask yourself does it promotevalue or create curiosity?
Does it address a pain point oroffer a solution?
For example, let's say you havea pet shop.
Rather than saying new pet foodin your subject line, say maybe
(03:07):
something like the one thingyour dog can't live without.
Teasing adds to intrigue and,although it's not appropriate in
all cases, it does get moreopens.
No doubt about it.
I put a lot of time into mysubject lines, and I'll often
split test them, meaning aportion of my audience, like 10
(03:29):
to 20%, will get one subjectline and another 10 to 20% will
get another subject line.
Once a winner is determined,the winning email gets sent to
the rest of my list.
Writing split tests on emailscan help increase email return
on investment by up to 82%.
But if you're just starting togrow your list, I would wait
till you have about a thousandpeople on it, so that you have a
statistically significantnumber of people that you're
(03:51):
sending it out to.
Otherwise, the results can be alittle bit skewed.
Next, pay attention to your ownemail habits.
What do you click on and whatdo you not click on?
Do you open emails in yourinbox that have a subject line
that says something like saleends today, or do you prefer the
ones that lead with value, suchas three reasons why you're not
losing weight?
(04:11):
Also, emojis can increase openrates, sometimes significantly,
depending on your industry.
I mean, if I have emojis in anemail from my bank, I'd probably
be a little suspicious, butfrom my hair salon?
Sure thing.
Emojis make your email standout in a sea of black and white.
And don't forget about thepreview text.
(04:32):
It's often overlooked.
The preview text is a snippetof text that appears next to
your subject line in the inbox.
Use it wisely to provide ateaser that complements your
subject line and encouragespeople to open.
Okay, issue number two pooremail design and layout.
(04:53):
Your email needs to be visuallyappealing and easy to navigate.
On average, most people sendabout 11 seconds or so reading
an email, which literally givesyou only seconds to make an
impact.
Fortunately, this is prettyeasy.
Most email service providers,like Mailchimp or what I use,
which is Kit, will give youtemplates to use or they'll
allow you to create your owntemplate using HTML if you're
(05:14):
handy in that way.
A clean and professional designnot only improves readability,
but also reflects your brand andits credibility.
Consider using white spaceeffectively, using a clear
hierarchy of information, andensure that your call to action
really stands out.
Too much text gets lost in theprocess, so provide clear
(05:36):
sections with differentbackgrounds or boxes within the
layout if you have a lot of texton your email.
And don't forget mobileresponsiveness.
These days, most people checktheir emails on their phone, so
your design must look great andfunction well on the big screen,
but also on the small screenand with people that have chunky
(05:56):
fingers, so something to thinkabout when you're putting them
together.
Issue number three is irrelevantcontent.
Your subscribers have differentneeds and interests, so I
recommend segmenting your listand personalizing your content
to cater to those needs anddifferences.
Remember our pet shop example.
No amount of emails about dogfood that are sent to guinea pig
(06:20):
owners will convert like zeropercent.
Plus, they may get frustratedand just unsubscribe.
Segmenting them based on theirinterest or previous purchases,
their demographics, theirindustry or other relevant data
will help you get the resultsyou're looking for, and it's
easy to set up segmenting inmost email programs.
(06:40):
Segmenting can increaseconversion rate as much as 760%.
Wild, right?
By segmenting your list, youcan personalize the content,
which creates a greaterconnection that goes beyond a
generic email blast.
Personalization, includingusing their name, shows your
audience that you understandthem as individuals, which can
(07:02):
significantly increaseengagement and loyalty.
Also, think about the timing ofyour emails.
Sending a promotional email toolate or too early can impact
your conversion rates too.
Once you have an understandingof who your ideal customer is.
That'll help you determine whento send your emails.
For example, if you're in theB2B space, then sending them
(07:24):
during the workday, usually inthe morning or at noon, would
work better.
For the B2C space.
You might try to schedule themon weekends or evenings.
Test and see what works bestfor you.
Issue number four overlypromotional or salesy language.
Let's talk about the tone andlanguage of your emails.
Being too pushy or salesy canreally turn off an audience.
(07:47):
I know you've been on thereceiving end of these because I
have too.
Your email should focus onproviding value and building
relationships rather than justpushing your products or
services.
Let me say that again for thepeople in the back.
Your email should not be allabout sales.
You need to address their needsin a helpful and genuine way
(08:08):
and provide value consistently.
When your ideal customer knowsthere's going to be something
good in the email, they're goingto open it, even if you're
selling alongside it.
I have a gentle sales pitch inthe bottom of every single one
of my weekly emails, but I alsogive lots of value.
I give away freebies, lots ofinformation and things that my
(08:28):
ideal customer will love.
I also include a story whichgives them a glimpse into my
personal brand and my personallife.
So striking a balance betweenpromoting your offerings and
providing value will educate andentertain your subscribers and
keep them on your list.
Educate and entertain yoursubscribers and keep them on
your list.
Next, here's some strategies forcreating compelling email
(08:49):
content.
The number one thing I do iswrite my emails with a picture
of my ideal customer in my head.
I talk to this customer as ifI'm having a conversation with
my good friend, who is thecustomer.
My brand is less formal, so howyou write your email should be
(09:12):
aligned with your ideal customerand how they like to be talked
to.
For me, this works really well.
If you're not clear on who yourideal customer is exactly and
not really sure how to talk tothem, then download my free
ideal customer profile and I'llput the link to that in the show
notes.
Understanding your audience'spreference and behaviors is the
backbone of all successfulmarketing.
It's not just about sending outemails.
It's about who you're sendingthem to and what they want to
(09:33):
hear and what they want to learnfrom you.
So why is this important?
Well, imagine that you're at aparty and you see a friend there
with her daughter.
Her daughter's 10 years old.
You're going to talk verydifferently to your friend than
you would to the fourth grader.
You would use differentexamples, different wording,
different illustrations.
It's the same with marketing.
(09:53):
When you understand youraudience, you can tailor your
message to resonate with them sothat you can connect with them.
But sometimes I get stumped whenputting emails together and I
don't know where to start.
One of my majors in college wasart and one of the things my
design professor always said wasnobody creates in a vacuum.
So I kind of take in that withme and use it when I'm creating
(10:15):
anything.
So I have a folder on mycomputer called email swipe file
.
When I get an email that has agreat subject line or is just
written in a really compellingway, I just save it, I just tuck
it away.
It can be a source ofinspiration.
Now, please don't stealanyone's email text.
That's not what I'm saying atall.
But you can definitely get anidea, or get a nudge to get an
(10:40):
idea rolling, by looking atother people's work, especially
if it's well done.
You can also use ChatGPT, whichI use about as often as my
swipe file, for inspiration.
Sometimes, especially when I'mtired or under pressure to get
something written.
I have, like this mental block,and so I'll have to go to
ChatGPT to write a first draft.
That's enough to move me alongthe creative highway and just
(11:03):
kind of generate some ideas ofmy own and some examples of my
own, so that I'm not takingstraight up from Chat GPT either
, because, frankly, that contentisn't always so good, but it's
enough to kind of give me ideasand get me unstuck.
I use actually both of thesesources for writing engaging
(11:23):
subject lines, for craftingclear and concise body copy to
create stories and emotionaltriggers and incorporating the
calls to action that driveclicks.
So there are a couple otherissues that people ask me about,
and the first one is emaildelivery issues.
(11:43):
Emails that end up in spamfolders or are not reaching
their intended recipients.
They're due to deliverabilityissues and can hamper the
effectiveness of any emailcampaign that you send out.
So there are a lot of factorsthat go into deliverability,
even on the side of therecipient.
But here are a few tips forthat.
(12:05):
Number one maintain a healthyemail list.
So what that means is regularlyclean out your email list by
removing inactive or invalidemail addresses.
This can be done with anautomation, so that people who
have not opened your emails in,say, a month or two, can be sent
a re-engagement email to findout if they still want to be on
(12:26):
your list.
After all, you don't wantsomebody on your list if they're
not going to buy from you.
So if they're not the rightperson, it's better to fish or
cut bait.
So the other thing you can do isto use a double opt-in to make
sure that the subscribersconsent to receiving your emails
.
A double opt-in is when peoplesign up for a freebie that you
(12:46):
may offer using a form and theyneed to click a link in their
email before they get thefreebie.
It helps weed out spammers andbots, so it's a good thing to do
.
The second thing to do is use areputable email service
provider.
So choose an email serviceprovider with a really good
reputation for emaildeliverability and make sure
(13:08):
that they provide tools formanaging and monitoring your
metrics so that you know whenwho's opening it and when it's
being sent, and all those thegood analytics that you need to
keep track of and then alsoauthenticate your emails.
So this gets a little techie,but you want to implement your
SPF, DKIM and DMARCauthentication protocols to
(13:32):
verify your email senderidentity.
That will help you increasetrust with the email service
providers that you're sending to.
I did a whole podcast about thisepisode 40, and this started in
last year, in 2024.
The big email companies likeGoogle and Yahoo enacted some
additional setup to try and curbspam.
(13:53):
It's actually pretty technical,so I recommend that you go back
and listen to that episode withmy friend, Scott Hartley, or
make sure your email serviceprovider can walk you through
the process.
It involves adding data to yourwebsite server, so I'm not
going to even attempt to walkyou through that on a podcast.
Next, you want to make sure youoptimize your email content so
(14:15):
you make sure that none of theemail you're sending out is at
all spammy, not a ton ofpictures or images or misleading
subject lines that couldtrigger spam filters.
Sometimes even the text thatyou write can trigger a spam
filter, and a lot of emailservice providers have spam
checks right on their platform.
(14:36):
And you want to engage with yoursubscribers on a regular basis.
So if you maintain consistentcommunication with your
subscribers to keep them engaged, that they will know to expect
your emails.
If you only email themintermittently and kind of
infrequently, they may forgetwho you are and flag you as spam
.
I recommend sending an emailone time a week at minimum, so
(15:01):
that you stay top of mind withyour customer and, as I said
earlier, give them lots of valuein the emails.
The last thing I want to talkabout is some technical
challenges, because I get askedthese a lot too.
Dealing with email marketingplatforms, managing subscriber
lists and navigating thetechnical aspects like email
design and automation tools canbe overwhelming sometimes.
(15:24):
That's why I use something likean email service provider like
Kit, who makes it all reallyeasy, so you don't really have
to go into the depth of theemail service and look at the
code and all that stuff.
They make it really easy dragand drop and I recommend that
you check them a.
So the last thing you want todo and I want engagement.
One powerful tool in yourmarketing arsenal is your
(15:50):
analytics.
By tracking these metrics likeopen rates, click-through rates
and conversion, you gain somereally valuable insight into
what's working and what canmaybe improve down the road.
These numbers tell a story aboutyour audience engagement with
your content, whether or notthey're intrigued enough to open
your emails and click throughto your website or even make a
(16:12):
purchase.
Now, these numbers vary widelyfrom industry and across
audiences, and all that, butgenerally an average open rate
across all industries is around15 to 25 percent.
Like I said, that can also vary.
Generally, a good open rate isconsidered to be above 20
(16:34):
percent.
Higher open rates indicate thatyour subject lines are strong
and your emails are resonatingwith your audience.
Your click-through rate, alsocalled your CTR, is always lower
.
Your click-through rate is whensomeone clicks on your email to
go to your website or whateveryou're linking to.
The average click-through ratefor emails is around 2-3%.
(16:55):
Again, this can vary a lotbased on your industry and your
audience.
A good click-through rate istypically above 3%.
A higher click-through rateindicates that your email
content is engaging and good andyou have a compelling call to
action.
The numbers always tell a storyabout where the problem is.
If you have a high open ratebut a low click-through rate,
(17:17):
look at your call to action andsee how engaging your email is.
If you have a low open rate,look at your subject lines and
make sure your emails are wellsegmented and appealing to your
audience.
So there's a lot to think aboutwhen putting your email
marketing together.
Remember to spend time andfocus on the subject line, the
(17:41):
message, the timing to createemails that are compelling and
get engagement.
Thanks so much for joining metoday.
For more information aboutanything we talked about on our
show today, visitmyweeklymarketingcom.
Forward slash 102.
And if you have any questionsfor me, please feel free to go
to Instagram and DM me at JaniceHostager Marketing.
See you next time.
(18:02):
Bye for now.
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