Your average email open rate should be between 15-25%. And that’s the good one.

What?!?! You spend all that time, sweat, and tears on writing an email about your fantastic new product (service, launch, you name it) and ... and nobody opens it. It’s heartbreaking, to say the least.

But there is a way out. 

And it starts with the subject.

1. Write a clear subject line. Those always work best. The line should explain in a few words what’s the email about. You can make it dead serious or inject some humor - it’s up to you.

2. But I like mixing things up and adding once in a while, something punchy and intriguing. I wrote an email sequence for a client of mine, a kids' apparel brand. They were launching a new collection called “Happy Days.” So, I crafted the subject for the first email: “Mark your calendar, the Happy Days are coming.” The opening rates were great. Customers didn’t know yet that the collection was called the Happy Days, and they were instantly intrigued. For another subject line, I used the prints of the collection: “The goose, the tractor and the rabbit.” Who will not be curious and not open an email to see what all those rabbits and tractors are about?

3. I get hooked when I receive emails with a hint or double meaning. e.g., “It’s getting personal” (jewelry personalization), “This is HUGE” (introduction of a new collection), “The French way to make love” (invitation to send postcards to the loved ones). Well, you got the idea.

4. Use brackets. They make your email stand out, especially when you put them around time-sensitive words (like alert, important, urgent) or words like a newsletter, special offer, sale, new in, launch, etc. 

More tips in my next post. Meanwhile, comment below - do you often open non-personal emails (newsletters, announcements, promotions, etc.)? 

Our personality is what sets us apart, makes us damn special. So why hide it?

In my opinion, the biggest mistake a business can make is to target everyone in its vision & campaigns. Why? Well, the modern consumer doesn’t buy 'just because the product is nice.' We got picky. We buy a certain product or service because we believe in the brand behind it and what that brand STANDS FOR. We like the brand, its personality, and its vision.

Ask yourself, why do you buy Nike, not Reebok (or vice versa)? Why do you ride Renault and not Peugeot? Why Glossier and not MAC? Why Apple but not Samsung? The list goes on.

So, coming back to personality, your customer will connect with your product through yours or your brand’s personality. Vanilla talk and selling-to-everyone philosophy WILL NOT work. Believe me; I’ve tried it.

I like language, intensive yoga, fashion, literature, bright colors, getting to know people, hand-written notes, Hitchcock’s movies, to swear once in a while, flowers, crafting a copy, setting the table, and translating books. I won’t trade this for pretending I am someone else. If a client doesn’t like my personality. Then he or she is not the right client for me. That’s it.

Ultimately, when you try to please everyone, you will inevitably end up alone. And if you try to market your product and address your copy to everyone, you will end up - you guessed it - with zero sales and no client.

Ensure your personality shines through your copy. But please do not make it all about you. Just give your customers enough of your awesomeness plus a solid reason to buy your product - and they will turn in a loyal crowd, your people.

Written by A. van Eck-Samarina