Do you want to get more people to open emails sent out by your business? If so, you’re in the right place.
Email marketing is, without a doubt, one of the most effective ways to grow your brand and engage with your audience. The ability to personally reach thousands of people in seconds can help you dramatically increase sales and website traffic.
But you have to get it right.
It all starts with getting customers to open your emails. Your open rate is calculated by looking at the number of emails sent out compared to those opened. Ideally, you want as many people as possible to see your message, but that’s not always easy.
When more people open your messages, there’s a better chance that they will come back to your website, read your blog, and possibly buy a product from your online store.
Today, we are going to explore several ways you can potentially double your open rate by making strategic decisions about your campaign, audience, and emails.
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Start with an irresistible headline
All great emails start with a strong headline. The problem that many marketers face is they copy and paste the same exact subject line across all of their emails. As a result, users start to tune out their message, and before they know it, months have gone by without one single open.
When you’re crafting the subject and copy of your email, it’s vital that you write in a friendly and conversational tone. Your readers should feel like they are getting an email from an old friend, not a business. In other words, keep it casual.
There are several ways to change your subject line for more engagement. For starters, you could try adding emojis. Businesses that use emojis in their heading see a 56% boost to their open rate. Some speculate that this trend is tied closely to the way consumers use similar emojis on social media and through text messages.
We also suggest using humor as a way to break the ice. People love to laugh. If you can get them to crack a smile before they click your message, you have a much better chance of getting subscribers to follow through and land on your website.
Segment your audience
Next, let’s talk about the importance of segmenting your audience. When you segment subscribers, you can personalize the messages that go out to each segment.
So, for example, if your site sells clothing, you would want to create segments for your audience based on the style of clothing they’ve bought on your website. There’s a slim chance that someone who purchased suits and ties will be interested in a dress sale, and vice versa.
Understanding your target audience is the key to segmentation. You should understand your customers’ goals and pain points when segmenting your list. Look for common trends within the subset of your subscribers, and create campaigns designed specifically for that group.
Research shows that personalized emails get 6 times the interactions when compared to cookie-cutter emails that are sent out to an entire lead list. The reason they are more likely to engage with your emails is that it contains content that they actually care about.
If you’re not sure how to divide your audience into segments, consider allowing your audience to choose what kind of emails they receive in the future. In our clothing store example, a business owner might show a list of categories that users can check when they sign up. This simple step will help you fine-tune your messages, which leads to an increased open rate.
Optimize for mobile devices
At this point, over half of the population owns a mobile device. People use their phones to text friends, check social media, buy products, and yes, check emails. In fact, you may be surprised to learn that 61.97% of emails are opened on smartphones.
The truth is, you could be missing well over half of your email subscribers if you’re not optimizing for mobile users.
Your open rate is dependant on people across all devices opening your emails when you send them out. The good news here is it’s relatively easy to make your emails mobile-friendly.
First, you should keep your headline length under 25 characters. When you use this strategy, smartphone users can see your complete subject line before they click through. If you’re writing compelling copy and touching base with your audience, you should have an understanding of how to put your value proposition on display with this limited space.
We also highly recommend that you format your emails and make sure they are readable on your device. Consumers will quickly close an email if they see a giant wall of text. But if you use short sentences broken up into small chunks, your email suddenly becomes more digestible for even the pickiest subscriber.
If your email looks good on smartphones, it’s a safe bet that you’ll see more opens and interactions.
Don’t get caught in spam filters
Finally, it’s almost impossible to improve your open rate if all of your emails are going to subscribers’ spam folder. There are several reasons why this could be happening. Some email providers, like Gmail, automatically send emails from specific senders to the spam box if multiple emails are sent to a subscriber, and none are opened.
Email providers see this kind of behavior as a red flag and try to free up their customers’ inbox by allocating emails to the appropriate folder.
You can also avoid the spam folder by sending your emails from a reputable domain and IP address. Email deliverability is a big problem for businesses depending on the platform they use to host their website. There are deliverability options you can put into place that ensure that your emails land in the inbox of your subscribers instead of lost in cyberspace or kicked back to you.
Other ways to stay out of the spam folder include:
- Asking customers to whitelist your messages
- Avoiding heavy sales language like “buy” and “clearance”
- Don’t use misleading headlines
- Make it easy to opt-out of future emails
One thing to avoid is buying email lists. You’ve probably heard marketers tell you that purchasing lead lists is a great way to grow your business. This is usually followed by something along the lines of, “You’ll get 10,000 brand new leads overnight!” There are several problems with this idea worth noting.
Most importantly, soliciting people who didn’t sign up for your list is illegal in some parts of the world. Aside from that, you can expect bought subscribers to quickly report your emails as spam. Let’s be honest, you’re not the first person to get your hands on this list, and the people on it are likely sick and tired of unsolicited messages.
If you follow these steps, you’ll have a much easier time getting your message through. Consequently, you can expect more people to read your emails.
As you can see, there are plenty of ways you can boost your open rate. The key is to take the time to understand your audience’s needs, your email delivery service, and of course, your email copy and headline. The more people you get to open your emails and engage, the more sales you can expect from future campaigns.
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