Everyone who believes in the email campaign strategy in digital marketing is going after getting the highest email open rates. With users having shorter attention spans by the day, it is more difficult than ever to get them to click open an email among the flood of emails that they get. However, email marketing is only successful when a large percentage of your audience opens your emails and interacts with them.
If your open rates are lower than you’d like, this article is perfect for you! We discuss a few simple steps with which you can increase your open rates by a huge margin.
1. Maintain a fresh list at all times:
You have probably heard that you should consistently mail your subscribers so that your list is always updated. But how do you know whether your subscribers want to hear from you? Email subscribers can go stale over time in many ways- some may change their email account, some may not be interested to hear from your brand, or some may have passed away.
To keep your list fresh with only the active subscribers it is a good idea to periodically review and remove the inactive subscribers from your email list. However, you could also try sending a last-effort email to your inactive subscribers, just to be sure that they really are inactive, and engage them if they are not. These emails can be as fun as you want them to be- with subject lines such as “Should I stay or should I go?” to the more gutsy “Do you hate us?”.
2. Keep your list segmented:
Before any user clicks on an email to open it, the first thought that comes to their mind is- “Is this really relevant to me and my time?” Relevancy is a factor that simply cannot be ignored when it comes to email marketing. One way to increase relevance is to have segmented email lists. According to Lyris, 39% of marketers with segmented email lists get higher open rates, 28% have fewer people who unsubscribe, and 24% have seen greater revenue.
Segmented lists can be made by adding tags to subscribers based on their behavior and purchase patterns. In such a classification, customers who have purchased a product will get different emails as compared to people who have not yet purchased anything. Similarly you can also segregate the customers based on the items they purchase. With such segments, it becomes easier to send relevant emails with enticing subject lines and engaging messages.
3. Steer clear of the spam filters:
Spam filters have become more and more sophisticated over the last few years. Even the best of your emails can get stuck in the spam folder, where they will stay forever. To prevent that from happening, and to maximize your email reach among your audience, you have to take every step to ensure that your emails are not flagged as spam. Here are some tips you can use-
- Ensure all recipients have voluntarily subscribed to your emails
- Send out your email campaigns from an IP address that is clean, i.e., has not been previously used to send spam
- Send your emails through verified domains
- Use ‘merge’ tags to personalize your “To” field
- Avoid the abundant use of “sale” language
- DO NOT use clickbait subject lines
- Include a location and an easy way for people to unsubscribe from your emails
4. Have perfect timing:
The time at which you send your emails can have a huge effect on whether or not your users open your email. Analyze past data and come up with a time and date that works best for you. With A/B tests to identify favorable time periods and efficient analysis, you will be able to maximize your email open rates.
To start off your analysis you can take some inspiration from the analyses conducted by leading email domains. Mailchimp says the best days of the week to send an email to your audience are Tuesday and Thursday. Sending emails on the weekend is a big no-no. According to Mailchimp, the optimal time to send an email is 10 am in the timezone of your recipient.
These tips work for a wide variety of campaigns but they don’t promise immediate results. Give your brand some time to experiment with what is out there and find your niche in the market.