Good to Great Email Open Rates – 12 Ideas
Every single email has a role to play. It can help transform your business. You spend hours on email. You want all your email marketing efforts to bear fruit. After all, who would want all that hard work to go waste? Here’s sharing some tried and tested ways to up your email metrics. Read on.
Simon runs an e-commerce business. He has a grand-looking website that showcases his product offerings, services, and other information.
He sells his products and promotes his brand frequently through various online channels.
During the initial days of promotion, he had only average open rates for his emails.
Later on, the email metrics started showing an increasing trend. And so, the conversions.
Much delighted with these stats and results, Simon started actively shooting up more email campaigns.
After a few months of promotion, he noticed unexplained fluctuations in email open rates.
In spite of sending beautifully crafted emails with great deals and free offers, the results were becoming unpredictable.
Often, it tended to follow a downward spiral. What was happening?
Without losing hope, he tried various ways to up the engagement rate.
He felt like an archer who constantly failed to hit the mark. Confused and clueless!
Do you get a déjà vu feeling?
You use smart subject lines. You do A/B testing. You try all possible methods to get your emails land in primary inboxes.
In spite of doing all that you can, when you don’t get a good email open rate, it throws you off guard.
You wonder if every email campaign is like throwing a dart.
If you feel déjà vu, don’t worry, you are not alone. It’s quite normal for email open rates to dip or fluctuate. What we know is – a dipping email open rate is not good for your ROI. It’s not good for your brand.
What we also know are some tried and tested tips to maintain a good email open rate.
Let’s have a closer look.
Firstly, what is Email Open Rate?
Email Service Providers(ESP) calculate the open rate based on the formula:
Email Open Rate = (Number of Unique Opens / Number of Emails Delivered) * 100
Say, if you send 1000 emails, out of which 800 got delivered and if 400 were opened and read, then your open rate is 50%.
Scaling up the campaign performance along with customer engagement is challenging as the list size grows.
Here we share a few time-tested ways to get stunning email campaign responses.
1. Keep your list fresh and healthy.
When it comes to high-performing campaigns, the health of your email database is a deciding factor. Clean up and update your list frequently. Avoid using purchased lists.
Data indicates that people prefer to open mails from their most trusted sources.
2. Take your time to craft the Subject Line and Pre-header text.
Subject lines can make or break your email campaign. It is the first touchpoint. It’s that first chance to impress. Play strategically on choosing your subject lines.
Some quick tips:
- Use a bit of psychology to write subject lines. (Offer solutions to their problems, discounts, free/limited offers etc. work well)
- Keep it short and catchy( Ideal length is 40- 50 characters)
- Personalize it with their name, location, interests, birthday/anniversary
- Use emoji to make it more engaging.
Pre-header is the first line of text in an email that follows the subject line. Use it wisely to grab attention and generate a high Email open rate.
3. Use “Drip releases” for the new subscribers.
Drip campaigns are automated emails that go out on periodic intervals at a fixed threshold volume set by the marketer. Drip approach proves to deliver sure shot results to new user base. This works well even for disengaged users. Learn more from here.
4. Test it and see before the actual launch.
Do A/ B testing. Not just the subject lines. Split-test even your content, templates, and send time . Initiate A/B testing for a random sample and scale up the winner version based on opens or clicks.
5: Landing page-based segments.
Segment your list based on customer behaviour during campaigns. For instance, their buying behaviour like the products they viewed or purchased frequently, last viewed products, budget and time of purchase and so on. This helps to create custom content for each cluster which leads to better customer response always.
6. Ask them. Use email-surveys to ask the customers the frequency they expect, content preferences and even time.
It’s better to ask them their desired frequency to receive emails before sending them emails one after the other. It not only increases your email open rates, but also works wonders on the email content engagement. It may even encourage the customer to take action.
Bucket the users based on their preferences and distribute the campaigns accordingly.
Want to know more? Click here.
7. Use MAU data to optimize your user base.
MAU (Most Active User) is an important user engagement metric. Using this, you track your user engagement actions like opens and clicks for your entire series of campaigns.
This data will be super useful to test and optimize your user base and your future campaigns. MAU data can highly contribute to your customer retention and sales.
8. Choose the right timings.
Test your campaigns by scheduling at different send times or days. This will help you to find out the best time that works for your audience.
9. Make your messages mobile-responsive.
Most of the customers today use mobile phones to check emails. A recent study on email marketing metrics by Campaignmonitor shows that mobile is responsible for at least 50% of all opens.
Another interesting fact is 52% of customers are less likely to engage with a company because of bad mobile experience.
Hence, it’s important that you make emails mobile-friendly.
10. Useful and engaging email content.
Touch your reader’s heart with your email content. Anticipate their problems and offer timely solutions. This will help build customer trust and engagement.
It is a golden chance to get into their minds, tell your brand story, and make them crave for your updates.
Email open rate depends very much on sender name. Make sure you give them useful and engaging stuff always.
11. Live and breathe email deliverability.
Follow deliverability best practices to minimize your bounce rate and spam. The larger the number of emails delivered, the higher your open rate.
12. Use Personalization (Give them individual attention).
Cater to your unique customer needs. Send personalized emails based on their most affinity products and browsing history data. Cart abandonment emails, welcome emails, predictive recommendations get high engagement. Gain more insights to create sparkling one-on-one campaigns.
Who doesn’t wish to get maximum reach for their business, grow customer base and revenue?