With over 4 billion email users worldwide, email marketing is a channel that offers incredible reach and conversion potential. However, crafting an effective email marketing campaign requires more than just sending out a generic message to your entire subscriber list.
Low open rates can make it feel like email marketing is a waste of time.
You didn’t spend all that time creating valuable content for nothing!
Fortunately, here are 4 tried and tested ways to increase your email open rates ...
Establish Your Campaign Objectives
The initial step in formulating a successful email marketing campaign involves outlining your objectives...
What are you aiming to accomplish with your campaign?
Is it about boosting website traffic, increasing sales, or enhancing brand recognition?
Having a clear understanding of your objectives will help you tailor your campaign content, design, and messaging to achieve those goals. A better understanding will lead to better open rates!
Better campaign performance
Sending the same email to everyone on your audience list will only target some of your customers, email segmentation can provide better campaign results because the content you share will be more relevant to these targeted groups.
Better campaign performance means increased:
Open rates: When the subject line of your email campaign is more tailored to particular demographics or individuals, they're more likely to open it. Keep it concise, clear, and attention-grabbing.
For some great examples check out HubSpots latest blog - 150 Sales Email Subject Lines That Get Opened, Read, and Responded To.
Clicks: With more opens comes more opportunities for clicks on your content. Personalise the body of the email campaign, address subscribers by name and customise the content according to their interests, they'll be more likely to take action.
Conversions: The main goal of your email marketing campaigns is to convert subscribers into customers. Your CTA is the driving force behind conversions. Make it stand out and easy to follow.
You have JUST seven seconds to impress your readers - make it count!
Make Emails Mobile-Friendly
With so many people using their phones for email access, it's no surprise that 60% of emails are opened on mobile devices!
This is why it's so important to make sure your emails are optimised for viewing on mobile in addition to desktop. Make sure your email design is responsive on a mobile, make sure the text is large enough and keep your email subject lines on the shorter side so they don’t get cut off when viewing from a phone screen.
Send yourself a test email and make sure it works on your desktop and mobile.
Optimise Your Send Time and Frequency
It's important to find the right balance between sending too many emails or sending too little. If you send too many emails, your subscribers will start to become annoyed and may mark your messages as spam, or totally unsubscribe.
However, if you don't send enough emails, your subscribers may forget about you – or miss your most important emails and offers completely. Finding the right balance and sending emails at a frequency your subscribers will actually engage with is crucial.
Sending emails two to three times per week seems to be the peak stat. Once per week and four to five times per week, both showed a drop in data. As you test your email frequency, test and measure the timings too, the open rates will reflect what time your audience engages with your email campaign.
Email marketing can be a tricky process. There are so many industries taking advantage of it in their own way and making an impact. Your subscribers are already interested in your content. They appreciate what you are offering as a company, and as long as you're sending them emails that relate to that, you have a good chance of obtaining great metrics.
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