How can we increase open rate in email marketing?
Email marketing is one of the most effective marketing tactics you can do. It enables you to cultivate connections with new subscribers and consumers and boasts a 4200 percent return on investment. That implies that for every dollar spent on email marketing, you can expect to get $42 in return.
However, you will achieve nothing if your subscribers do not open your emails. That is why open rate is an important matter in email marketing.
Open rate metrics are used to evaluate your email marketing campaign. For that reason, it is important to understand it before starting an email marketing campaign for your business.
In this article, we will discuss open rate in email marketing, how it is calculated and how to increase open rate for your email marketing campaign. Let’s get started,
What is Open Rate?
Many email marketers use their email click-through rates as a metric to determine whether or not their campaigns are effective. But, before they can do anything, your email subscribers must first open it, right? Thus, it is important to know what is open rate and what it says about your campaign.
In simple words, the proportion of times your email campaign was opened by subscribers is known as an open rate in email marketing.
Your email open rate informs you of the proportion of emails that are opened by current and new subscribers or customers, as well as the number of individuals that see the content of your emails. The open rate may provide valuable insight into the effectiveness of your subject lines, the impact of the time you send your emails on your unique target, and if your email marketing is having the intended effect.
If your email subscribers do not read your emails, they will not see your marketing messages, will not take action in response to your emails, and will eventually not become customers. All of those beautiful email marketing templates and the numerous hours spent crafting excellent email text are in vain.
Now, let’s look at a few tips to improve the open rate of your email marketing campaign,
Email marketing Tips to Increase Open Rate
The following 5 email marketing tips will help you to boost open rate, increase engagement and sales as well,
1. Maintain a Clean Email List
Each year, your email list shrinks by around 22%, even if you contact them frequently. This means that nearly a quarter of your list will never want to hear from you again. This will have a detrimental effect on your open rates, as well as everything else. Fortunately, there are methods for growing your email list so that you can continually refill it with subscribers who are interested in your message.
To begin, you’ll want to send a winback email campaign in an effort to re-engage and reintroduce them to your brand. Many businesses may send a last email or series of emails to their dormant subscribers in the intention of reengaging them with the company.
If subscribers do not respond to your email, such as this one, you may send a reply informing them that you do not want to continue contacting them if they are not interested and giving them the choice to remain on your list or to unsubscribe. If your winback email or campaign is unsuccessful, you must be prepared to let go of those inactive subscribers.
Additionally, we like the concept of frequently checking in with your list to ensure they choose to remain on it or wish to update their information. It’s a straightforward method to offer your subscribers more control over their interactions with you and to boost brand affinity.
2. Segmentation and Individualization
If you’re not segmenting your email list and delivering targeted messages exclusively to particular groups, you need to start. Ensure that you are not sending the identical email to everyone. You want your subscribers and customers to believe that you understand them better than anyone else. If you’re just blasting your whole list, your emails will be either too specialized or too wide.
Relevant emails generate sales and motivate recipients to act. If you send the identical email to your best and lapsed clients, none of them will feel valued. However, in order to send targeted emails, you must segment your email list.
To begin, define your most valuable audience. Are these consumers who have purchased from you more than twice in the last year? Alternatively, they may be consumers who have made more than two transactions or spent more than $100 with you in the last year. Create a sector for individuals who are the most precious to you, regardless of who they are.
After segmenting your users and determining what they are most likely to want to see from you, you may send those users individualized, targeted marketing communications. This includes more than just including the subscriber’s name in the subject line, though it is a good place to start. Plus, emails with a first name in the subject line may raise open rates by 26 percent !
Whatever method you use for personalization, don’t allow all the information you have about your clients and subscribers to go to waste.
3. Create a More Effective Subject Line
Your subject line has the potential to make or break your email marketing campaign’s success. They are the first thing your subscribers see, and they determine whether or not to open your email or just delete it without reading it. The whole purpose of the subject line is to stimulate readers’ interest sufficiently that they will open and read your email. Boring subject lines such as “May Newsletter” or “Brand Updates” are unlikely to enthuse readers.
Numerous email marketers use the following typical subject line templates:
- Questions: Using them in the subject line and answering them in the email is a common way to engage customers.
- Teasers: Create interest in your topic without sensationalizing it with your teaser subject line.
- Announcements: If anything new occurs, your subscribers want to be informed. You do not need to begin your announcement with “Announcing…”, but these subject lines should be direct and intended to elicit enthusiasm.
- Lists: Individuals adore numbered lists. It’s hardwired into our DNA or something along those lines. Additionally, using a number in your subject line can help it stick out.
- Command: Directness is not always a negative thing. Indicate to subscribers whether or not you want them to take action. “Read this before you create another blog article,” for instance.
4. Send the Appropriate Amount of Emails
How often do you send emails to your subscribers? Depending on your subscribers’ choices, you may be sending too many or too few emails to maintain their engagement with your company. The number of emails you send will be primarily determined by the objectives of your email marketing plan. If you want to enhance website traffic, then sending more emails will suffice. On the other hand, if you want to enhance open rates, sending more emails may have the opposite impact.
We propose experimenting with various email frequencies with your audience to see which ones they like. Additionally, if your email marketing solution enables it, you might allow users to set their own newsletter frequency.
5. Send Emails at the Appropriate Time
Before you ask, no, there is no one-size-fits-all day or time that is optimal for sending emails for every business. Each brand caters to a distinct clientele with distinct wants and habits. As with everything marketing-related, you’ll want to experiment with various days and hours to see what works best for your audience.
That is not to imply that there isn’t a wealth of data accessible to serve as a starting point.
Therefore, if you consistently send emails on Wednesdays at 10 a.m., you’ll see a boost in your open rates over time as your audience develops an expectation that your emails will come on that day and hour.
What matters most is that you choose the best day and time for your audience.
Finally we would like to say, open rates are critical for increasing subscriber engagement and optimizing your email strategy to increase revenue. By using these email marketing tactics, you’ll improve your chances of success. While you may not immediately notice results from using these recommendations, continue to experiment with different techniques and stay the course.