It’s no secret that open rates — the percentage of people who open the email — play a direct role in the success of an email marketing campaign. When more people open and read your emails, you’ll reap the rewards of more sales/leads. Unfortunately, many email marketers struggle to achieve a decent open rate. Even if the message is perfectly crafted to encourage the recipient to take action, it’s not going to offer any real benefit unless the recipient opens it.
Create a Sense of Urgency
Give your emails a sense of urgency to entice the recipient to open it. If the recipient believes he or she will miss out on something important by not clicking, they may open the email to read it. Whether it’s a special “24 hour sale,” or simply “while supplies last!” you want to create a sense of urgency so the recipient will open and read your emails.
Make It Personal
When it comes to email marketing, the secret to achieving a high open rate is to make them as personal as possible. If you know the recipient’s name, use tokens to automatically include it in the subject line. Using personalized information makes the email appear more personal and less commercialized, which subsequently will boost your open rate. And even if you don’t know the recipient’s name, you can still include other information like geographic region, previous purchases, watch list, etc.
Split Test Subject Lines
If you aren’t actively split testing two or more subject lines simultaneously, you’re missing out on one of the easiest ways to boost your open rates. Even if you have a profitable campaign, you should always run it side by side with a separate campaign using a different subject line.
When you’re busy worrying about subject lines, body content, and other elements of a good email, it’s easy to overlook something as simple as timing. However, the time of day when your emails are sent will directly impact its open rate. For instance, sending emails to a corporate/professional audience during the early AM hours will likely yield a horrendous open rate, as most of your recipients are busy working at this time. A smarter approach would be send to your email — assuming it’s for a corporate/professional group — between 6-8PM.
What steps do you take to improve your open rates? Let us know in the comments section below!