Email marketing campaigns can be an effective direct response strategy to reach your audience: it contacts consumers directly and offers them a sense of exclusivity. However, it can be hard to maintain a good open rate. There could be several reasons why your audience isn't opening your emails, but by utilizing the tips below, that should change.
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According to Forbes, people don't open emails if the branding isn't clear, or if the subject lines are boring. By that logic, the best way to increase email open rates is to start with the exterior elements of the email: subject line, preview text, and branding.
Make the subject line enticing. It should have a sense of urgency, a promotion, or some combination of the two. Try using words like "sale" and "limited time," but avoid over-punctuation and spam-like phrases. It's also best to keep them short. 69% of people will report an email as spam after reading the subject line, and 47% will open an email solely based on it. Similarly, if spam filters notice certain criteria in your subject line, you may automatically be flagged.
Emails from a no-reply address may be ignored by new subscribers or flagged by spam filters. Ensure your brand name is clear in the sender field.
One way to improve open rates is to create emails with the right content. This can help not only keep people interested enough to open the emails, but drive conversions and decrease the chance of unsubscribing. When creating your next email blast, try to:
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Sending emails at the right time is also important. You don't want yours to get lost in a sea of emails. At the same time, you need to find the right frequency. Not sending enough emails could cause people to forget about your brand but send too many and you can quickly become labelled as spam. While there is data on the best days and times to send emails, it's important to remember that every audience is different.
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One of the worst things is sending an email to the wrong people. That could be the wrong email address (bounce rates) or people who are no longer interested in your brand. Only send emails to people who will read them. Ask people to subscribe, make affinity groups, and make sure you clean your lists.
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A/B testing is one of the best methods possible to find what works best for your audience. What may work for some brands, doesn't work for all.
A good example of this is the experiment conducted by Search Engine Journal with their email subject lines. They found that their audience was less likely to open an email with an emoji in the subject line. However, they did mention that the experiment wasn't tested across various audiences, but one large one. Emojis may not have been favourable for their audience, but they could work for others.
With all these tips, your email marketing strategy should see an improvement in opening rates. Remember, the average email opening rate is 21.33%, and that can differ greatly depending on the industry. If you're looking to enhance your email marketing strategy, feel free to contact us at firstname.lastname@example.org.