Knock, Knock: Increasing Your Marketing Email Open Rate
By Eric Wall
Whether you are a small business or a Fortune 500 corporation, when it comes to email marketing, one metric stands out above the others: open rate. An open rate, which is literally the rate at which the people you are sending emails to are opening them, is a strong indication of the effectiveness of your email marketing campaign. If you want more responses to your email’s call to action, you’re likely going to want to see if you can improve your open rate.
The open rate is normally a percentage, which is calculated by figuring out how many of your emails were opened versus how many you sent out. For example, if you sent 20 emails and 4 of them were opened, your open rate would be 20%. So, what constitutes as a good open rate? That depends on who you ask, what you’re offering, and which industry you’re in; but generally anything between 15% and 30% is considered average.
Keep Them Coming: 4 Ways to Get Your Emails Opened
There are easy mistakes one can make when sending a marketing email, which can quickly tank your open rates. Be sure to make your campaign as successful as possible and keep your customers clicking with these steps.
- Cultivate your email list. You don’t want to just blast emails out to every single email address you have ever collected. If you’re sending emails to people who have no interest in the content you’re sending or what you’re selling, they’re not going to get opened, which will contribute to a low open rate. Instead, carefully refine your email marketing list to include recipients who are likely to be receptive to your content. You can do this by segmenting your list by why or how an individual contacted you, the contact’s industry, purchase history, or the length of time since your last interaction. Breaking down your email list and sending different targeted emails to the varying groups will allow you to send more focused emails, improving your open rates. Additionally, you’ll want to make sure your list is up to date and full of quality leads. There’s no sense in sending emails to business owners who have shut down their companies or inactive subscribers. And finally, periodically check your list of subscribers for any obvious mistakes or misspellings. Sending emails to a “hotmial.com” address won’t be going anywhere, and therefore, won’t be getting opened.
- Write an engaging subject line. The subject line is likely to be the first thing your email recipient reads, so you want it to catch their attention immediately and make them want to open your email. Avoid writing subjects that contain words that will come off as spam (or worse, actually get picked up by spam filters). These include words like “sale,” “free,” rich,” or “deal.” Avoiding using a ridiculous amount of emojis in your subjects as well. You want to come across as a serious business, not a teenager sending an instant message to their friends. Instead, write something that gets Go to the full article.