You have carefully written an email. You have perfected each sentence. You have racked your brain for a great subject line. The grammar gods are smiling down at you. You hit the send button with a sigh of relief.


However, when you look at your email stats, you notice that the opens aren’t as good as you’d hoped, and the click-throughs are poor. It’s incredibly discouraging.

Your ‘deleted before reading’ percentage is the highest stat on your dashboard. Obviously, subscriber satisfaction is wonky. Mailbox providers use this to filter your future campaigns because of a high ‘deleted before reading’ rate.

According to SendGrid, there are several reasons your emails are not getting read:

1. They Never Opted In

This happens all too often in the email world. This can happen when you buy a list or take their email address out of context (e.g. they used their email address as a username).

2. Email Fatigue

Your marketing email may be choking. Do you think your subscribers want to hear from you several times a day? Or would they prefer to receive a daily (or even weekly) news digest? You could be exhausting your recipients with over-communication.

3. Wrong Time of Day

Don’t schedule all your emails to go out at the same time of day. Your subscriber base is full of individuals, so test out a few different times of day and adjust your strategy accordingly.

4. It’s Not You, It’s Them

You can’t please everyone! You’ll have to take people who aren’t engaging with your email off of your list. The initial worry you feel from reducing the size of your list will all fade away when you see your deliverability and engagement metrics increase.

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How to create emails that are eagerly anticipated

Which email do you look forward to receiving most: an email from your friend or an email from a faceless corporation?

A good guess says you would prefer an email from your good old pal. So, when you’re emailing your list, what do you do? You write as though you are sending an email to dear John or Mary who lives two blocks away from you.

If you want your subscribers to look forward to your emails, you should consider behaving more like a friend. Here’s how to do that:

  • Write as if you’re emailing one person only. It instantaneously makes your emails more personal.
  • Only email when you have something truly valuable to say.
  • Don’t just email when you need something from your readers. Be helpful. Be friendly. Be like a real friend.
  • Use your actual name as your “From” address. Put your name and reputation on the line. That makes it more personal.
  • Always let people know what to expect. Let people know at the point of signing up that you will be sending sales messages from time to time.
  • Feel free to personalize emails, but don’t repeat people’s name too often, because it makes you sound automated.
  • Remind people that they’re not alone. Tell them you understand their difficulties. Empathize with them, and ask how you can help.
  • Make sure people profit from reading your emails. Share useful tips. Motivate them.
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How to get your emails opened

  • If people know precisely how you’ll make them more informed, or better at business, they’ll be eager to read your emails.
  • Sensory and emotional words attract attention and make your subject lines stand out in crowded inboxes.
  • Use a number. Because digits of 4 or 12 stop traveling eyes.
  • Don’t be afraid to occasionally use strange words. Tickle the information gap. Your readers will want to find out more.
  • Point out common mistakes. Because nobody wants to be perceived as silly.
  • Simple, precise subject lines are better than clever alternatives every time.
  • Be a rebel and try something new. You’ll be surprised by what works and what doesn’t.
  • Subscribe to great email lists and analyze their subject lines. You’re sure to learn something.

How to write engaging emails

  • Write fast. Because that’s how your enthusiasm and personality come through.
  • Keep it short. Edit your emails with precision. Long and awkward emails kill your readers’ interest. Get yourself to cut your text by half next time you edit.
  • Ask questions. If you were having a face-to-face conversation with your reader, you’d ask them several questions, wouldn’t you?
  • Don’t follow a strict method. Blueprinted emails will get your readers nodding off.
  • Add a personal touch. This will help because you’re trying to get readers to know, like, and trust you, right
  • Don’t use automated greetings. Try warm wishes or best regards. Try using traditional forms of greetings. Mixing up your greetings makes you less machine-like, and more personal.
  • Develop a natural voice. Get your mind off email marketing. See your emails as a way of talking to your customers or readers.
  • Add some personality to your emails. Use words and expressions only you can use.
  • Stop being dull. Know what makes up boring writing. Write short, strong sentences. Get to the point early.
  •  Don’t be aloof. Genuinely care about your readers, and what they think about your emails.
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Wake up and smell the coffee

The reality is everyone’s inbox is overflowing.

Nobody is ever excited to receive more email. You should be glad that people have subscribed to receive your emails and are happy to receive your messages. Each subscriber has given you the opportunity to add value to their lives. But be cautious of wasting this opportunity. Never take anyone’s attention for granted. Because everyone’s time is precious.

Every time you send out a message, you have to prove your value to your email subscribers. Always ask questions. And offer help.

Write as if you are sending an email to one good friend because that’s how people will get to know you, and trust you.

When you are able to earn the trust of your subscribers, you’ve earned the ability to grow your business.