I started building my email list in July 2016 for my website oliviarose.fr. The lead magnets strategically placed on my website in combination with ConvertKit (my ESP) helped me to get over 3,400 subscribers within a year. I am selling my hair maintenance ebook through an email sequence so the email open rate has a huge impact on my revenue. With some fine tuning, I succeed to get a 53% open rate on my emails. I will be sharing my strategies in this article.
Value packed articles.
Generally, my blog posts found on my website are full of information on a particular topic. I try to be as thorough as possible. I offer my readers loads of value before they subscribe to my newsletters in order to get them excited by my future emails.
I give afro hair maintenance tips on my website oliviarose.fr. I might be the only one in the French speaking market that has lead magnets and offers a newsletter. I suspect that my niche is not used to it and they are curious to see what are my newsletters is about.
Double opt in.
After subscribing to my newsletters, they immediately receive an email with the link download their lead magnet. Downloading the PDF will automatically confirm their subscription to my list. Those subscribers are the ones that are the more eager to receive my emails.
I delete once a month the subscribers that didn’t confirmed.
Very basic emails.
My emails are very simple. I don’t use fancy images. I don’t have a header either. My emails are purely text. I think it doesn’t distract the reader from the valuable content that I am sending them. It doesn’t look to sales-y either. It actually looks like I am writing those emails in Gmail and send them to my list manually.
Moreover, I limit the number of bold characters and link. I have noticed that when my emails are mostly texts with 1 or 2 links, it is not picked up as spam by gmail (most of my subscribers are using gmail).
Value packed actionable emails.
My emails are as valuable as my blog post. I want that, after reading each email, my subscribers can apply my tips in order to improve the overall health of their hair. In one of my email sequence, I send them a ludic PDF that helps them to evaluate the health of their hair. The email comes with some tips on how to treat damaged or really damaged hair.
Value packed doesn’t necessary equal long email. I always try to keep my emails between 300 to 500 words.
Remove cold email subscribers.
Once a month, I get rid of my cold email subscribers i.e the ones that are not opening my emails anymore. Some experts advise to send an email asking them if they want to carry on to receive the newsletters but I simply delete the ones that haven’t opened my emails for the last few months.
Those cold subscribers are the ones that would decrease my open rate. Moreover, I believe that it can be seen as spam by their provider if the emails are not being opened.
I encourage them to reply to my emails.
At the end of each emails, I encourage my subscribers to ask me questions. It not only helps me to build a relationship with my list but also to understand what are my subscribers frustrations, hopes and their jargon. I actually have an Excel sheet where I paste the questions received by email. When I have to craft a sales letter for a new product, I refer to this particular sheet. I have received numerous feedback of women telling me that it feels that I am referring to their own frustration and struggle. I actually do 🙂
I subscribed to Babyboo Fashion newsletters, an online boutique, to get receive their newly arrived clothes. This brand has very catchy email subjects using emoticons. It almost feels like you will be missing on something if you are not opening their emails.
I implemented the emoticons to the my email subjects and notices that I get an increased of % open rate when I add them.
This is the strategy that helps me to get a 53% open rate. If you have to implement one of this tips today, I would advise you to focus on giving your list valuable content.