3 Email Marketing Qualities Clients Cannot Resist

Posted by Joelle Colosi on Thu, Apr 24, 2014 @ 02:00 PM

The average open rate for marketing emails is an abysmal 21 percent. That means four out of five clients are ignoring your attempts to contact them. Why is this happening? And more importantly, how can you give your email marketing messages a boost? Insert the following three qualities into your marketing emails and increase open rates.

Email Marketing for Professional Services


Think about it from your client’s perspective. If your client is in the middle of their deadlines, your email marketing messages are an interruption. If all you have to say is, “Here, try this! You know you want to!” you shouldn’t be too surprised when the client ignores it.

However, if you lead with value and provide useful or interesting information, the interruption is more acceptable, perhaps even appreciated because of the information the client gains. Instead of thinking, “What can I sell my clients?” think, “What information can I share with my clients?”

All you need to do now is figure out what information to share.  Segmenting your prospects by client persona will help you identify what material they’d truly value.  Using relevant messages, compelling subject lines and eye-catching imagery are ingredients for effectively reaching each client persona and ensuring results. 


According to a recent Marketing Sherpa case study, personalized email subject lines returned a 17.36 percent higher than average click through rate. The first point to make here is to address your client by name. Software lets you easily insert the recipient’s first name into the subject line, which dramatically increases the open rate.

However, demonstrating interest in your client goes much further than that. Collect personal details, such as interests, job title and family life so you can use that information in your email marketing strategy.

Also, if your prospective client has recently downloaded a piece of content from your website our blog, personalize a follow-up message expressing gratitude for their interest and offer up another meaningful tip.  The idea is to build the relationship through a dialog that makes a direct connection to the individual. In the end, the more you personalize the message, the better response you will receive.


Consider the news articles that most effectively grab your attention. They are active, not passive, and contain emotion-invoking phrases, not flat statements. Combine an eight to 10-word active phrase with the recipient’s name as the subject line and you’re golden.

For example, instead of passively stating, “Employee prospect update,” try saying, “Sam, here’s how to get your dream job.” The latter has much more emotional flair and suggests action. Sam is much more likely to open this intriguing email than one with a title that apparently doesn’t interest him.

As a marketing professional, you are always in competition with other email messages being delivered directly to your client’s box.  The best approach is to offer up a subject line that effectively tempts, persuades, or even charms the reader into action. Keeping in line with the discussion above, make the subject line persona-centric, sprinkle in some personalization, energize with an active voice and offer up a value proposition that they simply cannot refuse.  Clearly and succinctly balancing all of these areas in a single message will make you an email-marketing superstar!

Notice a theme here? Ultimately, successful email marketing is all about focusing on the client instead of the firm sending the email. If you liked this article, you may want to check out Email Marketing Could Use A Little Advice From the Handwritten Note. For more useful marketing tips, please contact Colosi Marketing today.


Topics: content marketing, email marketing, email marketing strategy

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