6 Ways to increase email open rates
Your email open rate is one way to determine whether your email marketing efforts are working. There are plenty of mistakes companies make when sending out their email marketing campaigns that negatively impact their open rates. Making the open rate a great indicator of your campaign’s overall health. After all, if your email gets opened, chances are the recipient will click through on your call to actions. Here are 6 ways to increase email open rates, so your email marketing efforts don’t go to waste.
1. Engaging Subject Line
The subject line is incredibly important as it is the first thing a customer sees on an email. If you haven’t tested and optimized yours, there’s a chance it won’t even get opened. A/B testing (testing different versions of your subject line to a sample of your email list) is essential for email marketing because it can determine what works for your list which is crucial to whether your email gets opened or not. Aim for an attention-grabbing subject line that is personal and casual. You could also try asking a relevant question in your email subject line to engage readers.
2. Segmenting your list
The key to keeping content relevant to people on your list is by segmenting. By segmenting your list you will send relevant information and therefore your email is most likely to get read. There are many ways to segment your list, for example, by industry sector, location or position in the company. Building customer personas are a sure fire way of knowing who you are talking to and making your emails relevant.
3. Make it personal, write to one person
An email is a lot more likely to be opened if it sounds like it’s been written directly to the recipient. An effective way to make the email sound more personal is to use the first name of the recipient in the opening and then write the body text as if you are writing to one person alone. This is a way to engage your readers and keep them opening your messages in future. To save time, you could even use marketing automation tools to send out personalised emails to your mailing list.
4. Make sure you’re writing quality content
Sending high-quality emails less frequently is one of the best ways to keep open rates high. If your customers come to expect that you’re sending them engaging and informative emails each time they receive them from you, your open rates will increase over time because you’re gaining trust from your recipients and they know that you are sending them the information they want to know about. If you’re only sending information they could easily find elsewhere or just promotions all the time, it’s safe to say your emails will end up in the trash.
5. Spam Filters
Email filters are becoming smarter and if you don’t take care writing your subject lines, the emails you spend time carefully constructing can end up in the spam folder. To stay out of spam filters, avoid sending emails that look like spam, for example – those that include the words “sale,” “free,” “rich” or “deal” in the subject line. Make sure your email doesn’t read like a brochure and limit the number of links you include in your emails to keep them safe from the filters.
6. Formatting for mobile devices
Remember that people are more likely to view a large proportion of their emails on mobile devices. Therefore, you need to make sure that your emails are responsive and display correctly on these devices. When your emails display well on mobile, you’ll improve your open rates, in addition to enjoying higher engagement and more click-throughs on links. Many email clients have responsive email template designs, so make sure you are using them so that your emails don’t end up in the trash.
Final thoughts on ways to increase email open rates
Email marketing is a quick and effective way of engaging your customers. However not all your customers or subscribers will open your emails. This could be for a number of reasons, such as lack of interest or an abandoned email address. However to increase your chances of implementing successful email campaigns you could try out these 6 tips to increase email open rates. Let us know your thoughts in the comments below.
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