With increasing emails from various sources, email open rates are declining across various industries. Some people predict that email marketing is on the way out. Others don’t agree, because some marketers are still making millions.
This indicates that email open rates depend not just on industry but also on the marketer. What can you do to improve your email open rates?
Study and Use Analytics Data
1. Collect, Analyze And Use Your Email Data
Use data such as best performing subject lines, reader’s desired email frequency, best times of the day, best responding segments to focus your efforts. Test assumptions now and then.
2. Use Predictive Analytics
If someone’s opened 70% of your emails on a particular subject, that person is more likely to attend an event on the subject or receive advanced notices. Use similar predictive analytics to target messages to the specific interests of your readers.
Entice Your Reader’s Curiosity
3. Create A Sense Of Urgency
Use anything that you know will get a reaction, whether it’s an offer that’s going to expire soon, an upcoming sale, launch, contest, news or similar.
4. Tease Your Readers
Use teasers to generate curiosity – start your idea in the subject line and continue it in your email body. You have to be careful with this method, not to lose credibility.
5. Create Controversy
Offer a diverging viewpoint that is arguable, contentious, different or simply unacceptable. You don’t want to cheese them off, just get their reactions going.
6. Drop A Cliffhanger
Use the Open Loop technique; mention something very important without revealing all, and make people wait for your next email.
7. Q & A
Build multiple open loops in a series in your autoresponder sequence; answer a question in some, and pose a question in some.
Explore Spam-Anticipatory Strategies
8. Leave Out The Recipient’s Name
People have become desensitized to this strategy due to overuse, and spam filters don’t like this method either.
9. Personalize The Sender Id
Use the company CEO or President’s email Id as the sender; this makes a good impression. Use both first and last names and a proper company domain.
Attract Your Readers
10. Attach A Picture
Align a clean professional picture of the CEO or the President with the first sentence. If the email preview option is on, a picture creates instant impact, helping put a face to the name.
11. Focus On Subject Line
Your subject line must be within 6 to 8 words. It should not contain big words or excessive punctuation. It should entice the reader, be to the point and relevant to your email’s objective.
12. Include Fun Links
It’s ok to include fun links and some humor in your messages as long as it’s relevant to your content. A funny line helps people remember and look forward to your email.
13. Fine Tune Your Email Template
A beautiful, professional looking, easy-to-read template can increase your open rates. Readers can perceive your respect for their time in your efforts.
Avoid The Spam Trap
14. Avoid Excessive Punctuation
Too many capital letters, excessive punctuation such as a series of exclamation points and periods are turn offs.
15. Avoid Attachments
Many email readers are configured to junk emails with attachments, especially if they’re from unknown addresses.
16. Avoid Spammy Phrases
Avoid ‘spammy’ phrases such as ‘Once in a lifetime opportunity!’ and similar stuff. Spam filters have a large list of such phrases; check them before hitting Send.
17. Watch that HTML
Sloppy HTML is another thing that triggers spam filters. Bad HTML affects your email’s appearance and your reputation.
18. Use Your Spam Checker
Before you send your newsletter out, scan your subject line and newsletter using a Spam Checker. Check your spam score and keep editing your email till your checker says it’s clean.
Explore Targeted Emailing Strategies
19. Get Rid Of Ignorers
Use your analytics software to know which of your recipient Ids never opens your emails. The smaller your list, the better your open rate.
20. Target Your Emails
For example, send a nurturing email to your prospects and a different, customized one to the influencers in your industry. This kind of targeting will help you track and improve your success rates better.
21. Time Your Emails Just Right
B2B emails are received better during the mornings than B2C emails since individual customers will be busy with official emails then. Do A to B testing and find the best time for your niche emails.
Explore Email Re-Sending Options
22. Redo The Subject Line
By making this one small change, you can make your first and second emails look different in the inbox, even if the content is the same.
23. Explain That You’re Resending And Why
Mention that you’re resending in case they missed it the first time and that it’s important to you that he or she read what you have to say.
About the author:
Frank works for Invesp and writes about topic related to conversion rate optimization, landing page and affiliate marketing.