We all know that it’s like when we receive marketing emails. Nine times out of ten they get filtered into our junk mail folders or deleted without being opened. That tenth email, however, is like gold dust for the sender.
What is it that makes you open some marketing emails and not others? How can you ensure that your marketing emails are among the successful few more often than not?
Take a look at these ten top tips to improve your email open rates.
Personalize your emails
Recipients are far more likely to open emails that are addressed to them, rather than those with generic terms such as ‘to whom it may concern’ or ‘dear sir/madam’. Take the time to personalize each email with the recipient’s name. There are even software tools that can help you to do so more easily.
Craft an engaging subject line
The first thing your recipients will see when your marketing email drops in is the subject line. If you write it badly, it’s the only thing they’ll see before deleting your message. Write subject lines that are compelling, engaging and encourage recipients to read more. Your email open rates will benefit.
Write from an individual
Recipients are more inclined to open an email if it comes from an individual rather than a company. A company name in the sender section makes them think ‘marketing’ or even ‘spam’, so send your marketing emails from a named account.
Write content people want to read
The most engaging subject line in the world won’t do you any good if the content of your email doesn’t capture the reader’s attention. You need to motivate them to open future emails, too – so give them something of value. That might be a weekly competition or giveaway, or the kind of content they’ll actually want to read. Think actionable advice such as recipe ideas, money saving tips, etc.
Learn when to send
Timing is everything when it comes to email marketing and increasing email open rates. There’s no such thing as a ‘golden hour’, however, as recipients’ email habits change from sector to sector. Use analytics to see when recipients are most likely to open your emails, and send them at that time in future.
Format emails for mobile devices
Our email habits are changing. The vast majority of us use mobile devices these days, and most mobile device users also check their emails on their smartphones and tablets. Make sure that your emails are formatted for mobile devices or you’ll lose valuable readers.
It’s important not to bombard your recipients with emails – too much content can feel like spamming. Send marketing emails regularly, but not too often. Once a week or even once a fortnight is a sensible schedule.
Avoid spam filters
Many spam filters catch marketing emails even if recipients are signed up to your mailing list. Often, this is because the filters are programmed to recognize certain phrases in the subject line or body text of an email. Currency symbols and phrases such as ‘make money’, ‘easy credit’ or ‘free…’ will often see emails filtered out as spam. You should always include an unsubscribe option in your marketing emails if you’d like to avoid the spam filters, too.
Refresh your mailing list
It may not help to encourage existing recipients to open your marketing emails, but refreshing your mailing list is good practice anyway. If your emails are bouncing back from dead accounts or certain recipients haven’t opened an email in months, drop them from your list. You can always add new, more responsive names.
Consistency is key to email marketing. Always send your marketing emails on the same day and at the same time, once you’ve found a schedule that works for you. Keep content a similar length, and include regular features such as competitions and giveaways.
It isn’t always easy to boost marketing email click rates. These techniques can help, but if you’re still struggling to receive the response rates you want then you should contact us for help. Zoom Digital’s digital marketing services can help you to boost brand awareness and brand loyalty, bringing in new customers while retaining those you already have.