9 Ways to Increase Open Rates with Email Marketing
It might be a cliché, but it’s true — there is money in the list.
According to OutboundEngine, email marketing yields an average 4,300% return on investment for businesses in the United States.
But, how do you get your emails read? How do you ensure maximum engagement?
In this post, we’ll explore nine ways to increase your open rates with email marketing.
1. Craft Attention-Grabbing Subject Lines
The first goal of any email is to get it opened. But that doesn’t mean your subject line is the most important part — delivering on it is. It means crafting content that’s worth the subscriber’s time.
You might be surprised to find that simple subject lines like “Hey” and “update” are known to perform well. The key is to get the attention of the user without manipulating them.
2. Send Your Emails From an Individual
Are your emails coming from a company or an individual? You should decide in advance whose name is going to be used in your email campaigns because messages sent by businesses are more likely to be ignored.
3. Make Your Emails Personal
Write in a personal tone, and if possible, use the recipient’s first name in the first line of the email. It makes people feel like the email is for them specifically, which means there’s a better chance they’ll take some action.
4. Deliver Valuable Content
Do emails need to go out every day, every other day, every week, or every month? Well, some regularity is important, because if you let your list sit for too long, and then send them a message out of the blue, you’re going to end up with some unsubscribes.
But before you hit that “send” button, you should take a moment to consider whether or not you have something valuable to share. If not, put it off for another day or another week. If you don’t have something of substance to share, it’s okay to let it sit for a bit.
5. Time Your Campaign
When it comes to email — and any marketing — timing is important. But don’t just read every study that’s out there and conclude that Wednesdays at 11 AM EST is the best time to send your campaigns. Consider why that would be the best time.
The truth is that it depends on your audience. Is the majority of your audience actually in the Eastern time zone? Is 11 AM the right time for your recipients, or are they night owls and prefer to open emails at 11 PM? You must be in tune with who you’re engaging.
6. Segment Your List
What are your subscribers interested in? Why did they decide to join your email list? When and where possible, you should be sending targeted messages to your individual lists.
Let’s say that you run a guitar store. Some of your customers are interested in guitars, and others are interested in accessories, amplifiers, effects pedals, and so on. Segmenting by interest allows you to be hyper-relevant to them.
7. Generate Quality Subscribers
It doesn’t do you much good to have low-quality subscribers on your list. You will radically increase your open rates if people are passionate about what you have to share with them.
Avoid buying third-party leads or lists. Sending an email to a cold list is unlikely to result in high open rates.
8. Clean Your List
Go through your list periodically and cleanse it of subscribers that no longer open emails. Your open rates will increase immediately, and you’ll also cut costs by purging unresponsive users since most email platforms charge you by the total number of users on your list.
9. Make Your Messages Mobile Ready
According to HubSpot, 74% of smartphone owners use their devices to check their email.
Most email marketing platforms have mobile-friendly or responsive templates to ensure readability on smartphone devices. Take advantage to create the best reader experience possible.
Don’t forget — what you win them with is what you win them to. If you’re attracting subscribers with quality content, they’re going to expect you to continue to deliver value on an ongoing basis. There’s no better way to develop a long-term relationship with your list than to meet and exceed expectations.
What strategies have you used to increase open rates with your emails?
Let us know in the comments below.
Originally published at Mann & Co. Inc.