How do I improve my email open rates? This would have to be one of the most common questions about email marketing we hear here at Sodafizz.
Life is busy. Our inboxes runneth over. Often your email marketing message languishes under a pile of other more pressing or engaging emails.
Boosting your open rate is something every email marketer dreams of. We’re happy to share these insights with you.
Small businesses are winning
Small businesses with good quality lists are likely to see fairly healthy open rates because they have a personal relationship with their subscribers. It’s the quality of the subscribers that make the difference here, not the quantity.
Lesson to learn: Use your website and social media channels to direct your loyal customers to sign up for your email marketing, newsletters, updates etc.
Top tip: List size and open rate are in inverse proportions so when your list size increases your open rate tends to fall.
Who the hell are you?
Boosting subscribers through channels such as online promotions are a common way to increase the size of your database. While subscribers may technically opt in, they may be doing it for a chance to win that shiny new iPad you’re offering as an incentive rather than the thought of receiving your monthly updates.
Lesson to learn: Make sure your subscribers are opting in for specific information and send-frequency at time of sign up. This can reduce general email apathy and your unsubscribe rate too.
Niche groups click
Not surprisingly, special interest groups and not-for-profits have higher open rates that regular B2C communications. It makes sense that enthusiasts are keen to receive tailored content that is relevant to their interests.
Lesson to learn: Ensure your content is targeted to your audience. Make sure your marketing message is offering something of value in the form of content not just a thinly veiled sales pitch.
Make it personal
While there is no magic formula for ensuring your messages are opened, there is one small thing that seems to be making a big difference in open rates in Australia. Personalising your email subject line can increase your open rate by more than 14.68% (Source: Campaign Monitor).
Lesson to learn: Make sure your database has a First Name field so that you can use it to personalise your email marketing messages – and reap the rewards!
If you would like a rockin’ email marketing strategy, email newsletter system, and over 10 years industry know-how, get in touch.