Sept 25, 2024

How did we know you'd open this email? That's easy, our analytics told us you would. More than half of the Working Wednesday emails get opened. When the average email open rate is 35%, the chamber has an average open rate of 55% in Q3. A better question than how did we know you'd open this email is, why are our emails outperforming the average?

Too many businesses overlook email marketing, for them it is a necessary afterthought. An email address that's willingly shared is one of the most valuable leads you can have. It means someone is interested enough in your business to invite your content into their inbox. But what you do with that invitation makes all the difference.

The simple answer to why our emails are getting opened consistently is because they provide content you want. We knew you would open this email because you have opened our other emails. You know the value we deliver in our Working Wednesday email. In this email, we offer some best practices to use in your email marketing.

Member Question

This Week's Question

Is email a priority in your marketing strategy?

Yes

Last Week's Question

Does your place of business function well as a team?

Yes: 58%

No: 42%

Email Best Practices

Start with why.

Why are you sending the email?

Simon Sinek brought the principle of "Start With Why" over 15 years ago, and it remains relevant in business today. If your answer to the question 'Why are you sending this email?' is anything other than 'because our customers want this information,' it’s time to rethink your approach.

What your customers want to know is often different from what you want to tell them. These two perspectives don’t yield the same results. As Sinek emphasizes, we tend to focus on the 'what' and 'how' before considering the 'why.' However, the reason behind your email should always start with the recipient’s needs, not your own. When you send emails that align with what your audience truly wants, they’ll find value in your content and will be more likely to engage with future messages.

Have you ever wondered why we send you the Working Wednesday email? It’s not to sell you anything. It’s designed to provide information that business professionals like you need. This email is here to help you grow. We’re sharing strategies for better emails because we know our 'why': Together We Grow."

Who are you talking to?

Your email list is a key part of your strategy when sending an email. If your goal is to send it to everyone, you're focusing on what you want people to know, not what they want to hear. Simple segmentation of your list ensures the right audience gets the information they're interested in.

The easiest way to do this? Just ask. Find out directly what your subscribers are looking for in your emails. Ask them, 'When I send you an email, what are you hoping to receive?' Whether it's updates on events, new product launches, or something else, create separate send lists based on those preferences. Then, tailor the majority of your content to match what your audience wants.

Neuromarketing: The new science of consumer decisions

With his extensive knowledge and experience in both Neuroscience and marketing, Dr. Wu helps businesses grow revenues rapidly by guiding their customers to make informed decisions. Today, his company, Neuromarketing Services, based in the Twin Cities, is the only Neuromarketing firm in the Midwest.

Watch Video

Email Best Practices (cont'd)

First Impressions

Before someone opens your email, you have already made a first impression. Your subject line is doing much of the heavy lifting when it comes to your open rates.

Keep your subject lines to no more than five words, and give people a reason to open your email. If your subject line says too much, the receiver will make a judgement on the content. Tease them into wanting to know what is inside. When the email answers the subject line with valuable content, your reader will be more likely to open your next email.

Be Consistent

Our Working Wednesday emails go out every Wednesday at 5:30 AM. You have come to expect to see this email in your inbox every Wednesday morning. People are creatures of habit. You want your email to be expected. This will increase the chance it gets opened. If you can't be consistent with every email, start with one. Make sure it is there on-time with the content your audience wants.

Have A Call-To-Action

Your email is a one-way conversation, but that doesn't mean the recipient is off the hook to respond. Having a call-to-action is a great way to make sure your audience stays engaged. In every Working Wednesday email we include a poll question, several outbound links, and a video. These are all ways to further the conversation and provide extra value.

This is also where you can ask your recipient to take an action that benefits your business. Ask them to visit your website, check out a new product, or schedule a consultation. You have provided them with content they want, they will be much more receptive to your CTA. For example, the one directly below.

Need More Email Help?

Chris DiMaso, our Director of Marketing, would be happy to help you further with your email strategy. Reach out to him to ask a question or schedule a time to talk.

Email Chris