How to Increase your Email Open Rate this Year
While there are many ways to reach out to past and potential clients and customers, email is still king. Email marketing is measurable, customisable, cost-effective, and expected- 50% of those aged between 18 and 24 admit to checking their messages before they even get out of bed in the morning.
According to a report by Experian, the average email open rate for the first quarter of 2016 (across all industries) was 26.1%. How does yours stack up in comparison?
If you’ve been tracking your open rates and you know you could do better, here are some ways you can increase your email open rate this year:
If you want to keep the smartphone crowd engaged, you need to format your emails so they read well across all devices. That means taking a look at the emails you’re getting yourself, opening them on your smartphone and taking note of which ones work well, and why they work. Images that take too long to load, and emails that require too much scrolling before getting to the point (or worse- aren’t optimised for smart devices at all) will have much lower open rates compared to those that have been optimised for email.
Check your Subject Lines
Subject lines are one of the most important aspects of email marketing, and yet how often do you still see dry, boring headlines popping up in your inbox? Don’t be afraid to be a bit creative here, but remember, those well-worn subject lines are popular for a reason: They work.
Your subject line has one job- to get the reader to click into your email and read the content. Subject lines that include the first name of your subscriber will usually perform better than those that are more generic, and you’ll also want to use relevant information to tell your subscribers what your email is about- while keeping them curious enough to click.
Take your time writing your subject lines, and whenever possible use A/B testing so you know which lines are performing the best with your subscribers.
Beware of subject lines that try to trick subscribers into opening the email. If you’re making false promises and not following through, you can expect your email open rate to plummet and to have more people hitting that “unsubscribe” button.
Keep it Casual
Emails are much more likely to be opened if they sound like they’ve been written directly to your recipients, so use their first name and write the copy as if you were only writing to one person. The text should be conversational and get straight to the point- 74% of smartphone users will check their emails on their mobiles, so you need to be concise and immediately grab their attention.
Check your Timing
Emailing on the wrong day or at the wrong time can have a huge impact on your open rates. According to Experian, the best day to send your emails is Tuesday, and Mailchimp’s research shows that 10am will typically give you the best open rate.
Above all, the key is to know who you’re writing for and adjust your timing to meet their schedules and needs. You can do this by sending emails across different days and times and analysing your data to see how your open rates compare. Once you’ve chosen the times that work the best for your audience, be consistent so they know when to expect to hear from your business.
Need some help with your email marketing? I develop tailored email marketing solutions and can help you better reach your customers where they’re hanging out- in their inbox. Let’s talk.