Is email marketing part of your digital marketing campaign? Are you getting the desired ROI from your email marketing campaign? Does your email open rate sucks?
Email marketing is one of the best digital marketing campaigns that is helping marketers, brands, and businesses to reach massive target audience.
It is credible, low-cost, and measurable.
Recent study by “The Radicati Group” on Email Statistics Report 2017 – 2021, reveals that email marketing campaigns will have a consistent growth.
The report foretells that 269 billion business and consumer emails will be sent every day during 2017, and by 2021 it will increase to 319.6 billion emails.
With this huge amounts of emails being sent each day, resulting in an influx of emails in our inboxes, many recipients are too reluctant to open their emails.
This has resulted in a low email open rate, with many asking:
How can I increase my email open rate?
Here are 7 effective strategies that’ll help you increase your email open rate.
1• Send Emails at The Right Time
In everything we do, including email marketing, timing is very essential.
You don’t want your emails ignored, you want to make sure they get to your subscribers at the best times when they’re sure to open their emails.
To make sure you’re sending your emails at the right time, I recommend you do some email marketing research on your niche, as well as on your target audience to find out the best times when they open their emails.
In a study conducted by HubSpot of more than 20 million emails that were delivered over a period of 10 months, found that emails sent on Tuesdays had a higher open rate of 20℅.
They also discovered that a higher percent of emails get opened between 10:00am and 12:00 pm on weekdays.
Further analysis by MailChimp shows that in general, the best times to send emails are on weekdays and weekends as well.
The report points out that, the best time for most subscribers to open their emails is on weekdays, others on Sundays, and that Monday – Friday have similar percentage of open rate for other subscribers, while 10:00 am is best time of day for recipients to open emails.
More studies reveals that the types of content sent has an impact on the recipient’s best time, his age, occupation, and location.
Therefore, test your own strategies to figure out what works and what doesn’t. Run some A/B test on your campaigns.
When you get the needed information, coupled with your own test results, you’ll be in a good position to send emails at the best times when recipients will open them.
2• Use Compelling Subject Line
The use of compelling subject line is most important to the success of your email marketing campaign.
If your subject lines are not compelling enough, no one will open your emails.
“Whether we’re trying to connect with an executive, sell a prospect, or simply get a friend’s attention, our subject lines influence whether or not those emails get opened.” – Anum Hussain
Research reveals that based on email subject line, 69% of email recipients report email as Spam
Furthermore, it points that subject lines alone account for 35% of email open rate.
So, take time to tweak your subject lines so as to create compelling subject lines that has the power to move recipients to action.
3• Improve Your preheader
A preheader has the capability to move recipients to open your emails or not.
What is an email preheader?
An email preheader is the short text summary that comes after the subject line of an email in your inbox.
It is well used by marketers and other email clients to provide recipients a picture of what the email contains.
Preheaders work similarly to subject lines. They give subscribers a glimpse of what they’re getting into. It tells them in nutshell what the email contains.
An irresistible preheader will definitely get your email opened right away, unlike a non catch preheader that has no force.
Do not use such terms as “if you can’t open this email, or if you can’t read this email, copy and paste on your browser, or use the web version.
I personally wouldn’t copy and paste, or try to go open a web in order to read emails from someone who’s pitching me his products and services.
“In my experience, we’ve implemented it (preheaders) on a number of campaigns and it’s raised open rates, click-throughs and reduced spam complaints.”
– “The Perfect Email Preheader/Johnson Box“, Email Design Review
4• Tell Readers What’s In It
As humans, we have a sense of curiosity which makes us always want to know what’s there for us in what we do and the things around us.
Before someone opens an email, the person would want to know what the content of the email is all about.
In this context, let your subscribers know the type of content that’s coming their way.
Help them understand, and also let them know how consistent they’ll be receiving emails from you.
To help you achieve that, create buyer personas and associate with them by sending emails that are customized to your recipient’s needs and problems.
How can I identify my subscribers needs and problems?
- Spend time with them on a one-on-one chatting session.
- Make brief calls and have meaningful conversations with them.
- Ask them reasonable questions that will help you identify their problems and serve them better.
5• Be a Real Person
We love to interact with fellow humans. In this digital edge, the type of emails some marketers, businesses and brands are sending out to subscribers often portray them as robots.
Recipients do not always pay attention to such emails, or better still, they do not open them. Many go straight to spam folder.
To avoid that, make sure your email address is not something like this “info@yourcomapny, info@yourname, or any of a sort.
Use a real human feel email address.
It might be yourname@yourcompany, yourname@gmail, aol, yahoo, etc. People will likely respond to these kinds of email addresses.
6• Personalize Your Message
Personalizing your email marketing campaign is amazing because it let your subscribers know that you care about them.
Thus, let recipients know that the message is addressed to them personally.
Research shows that customized emails increased transformation rates by 10℅, and navigation rates by 14℅.
It also indicates that emails with customized subject lines are 20℅ more likely to be opened.
As a result, use recipients names (first-name) on subject lines and greetings. You might also include it one or two places in the body of content.
“Personalization tokens are a huge asset for your email marketing strategy, so look for ways to implement them (tastefully) in your subject lines.” – Nitya Bhaskar
But please, be careful not to sound creepy as this may put recipients off.
7• Segment your email marketing list
This strategy will help you create emails that are appropriate for each group of your target audience.
What is segmentation? Why is it important to your email marketing campaign?
Segmenting your email list simply means creating different groups of email list.
It’s important because when you separate your lists, the various groups you’ve created will all receive different emails that are targeted to each group’s particular audience and their needs.
A segmentation statistics result by MailChimp shows that segmented email lists performed better with an increase of 14℅ in email open rate than non-segmented lists.
Furthermore, a report by Lyris shows that 39℅ of those who segmented their email lists saw an increase in email open rate, 28℅ lower unsubscribe rate, and 24℅ better deliverability and increased ROI.
There are more reasons why you should segment your email lists as seen on the screenshots above.
8• Make your emails mobile responsive
Mobile marketing is the next big thing, as research revealed that about 67℅ of all emails are opened on mobile devices.
Hence, you have to make sure that your emails are mobile responsive, because almost everyone is on mobile device checking and sending emails.
9• Resend emails that were not opened
Why should I resend emails that weren’t opened?
Neal Taparia of Entrepreneur provides concrete reason why you should resend your emails that were not opened.
In a research, they conducted, Neal and team found that resending emails that weren’t opened increased email reach by 55℅.
Noah Kagan, email marketing expert did the same thing as Neal Taparia, by resending emails that weren’t opened to his subscribers.
However, before resending those emails he changed the subject line and the result was phenomenal – an increase of email opens by 30℅.
So, try resending your emails that were not opened. It also saves you time.
Here we have them, 7 proven ways to increase your email open rate. There are many other ways to increase your email open rate.
However, these 7 tips are sure-fire ways that’ll help you increase your email open rate.
Which ones did I miss, which ones have you used, and which ones works well for you?
Please, tell us in the comments section below.
This article first appeared in Marketing and Growth Hacking publication on medium.
About the author
Moss Clement is a blogger, digital marketing freelance writer, social media & content marketer who is helping clients and businesses generate leads, increase engagement, and grow their business by delivering consistent high-quality content via blog post writing, article writing, ghostwriting, and other writing services. He’s also helping newbie bloggers improve their writing skills by offering the best blogging and content writing tips, and resources.