Effective e-mail marketing campaigns lead to better engagement and a return-on-investment (ROI. The first step of reaping such results lies in the ability to successfully convey your message to the targeted audience. Consequently, a high e-mail open rate means your target audience has successfully received the message that your organisation is trying to communicate to them.
Tips to Improve E-mail Open Rates
Optimise your Subject Line
Create subject lines that are short, precise and catchy. A compelling subject line that entices curiosity will lead to increased opening rates because the reader is eager to find out more. Relevant information that describes the content of the e-mail is also useful.
Personalise the E-mail
Take time to find out the name of the receiver and address the e-mail accordingly. Including their name and creating content that is targeted towards an individual will lead to increased open rates and engagement. Generic e-mails are less likely to achieve this.
Choose Appropriate Times
E-mails should be sent at an appropriate time. For example, sending e-mails early on a Monday morning could reduce the open rate because most people are caught up in weekly meetings at that time of day. Likewise, e-mails sent on a Friday afternoon are less likely to receive fast responses.
Write Quality Content
Take time to create original quality content. E-mail content that is interesting, informative and relevant to the needs of the target audience will promote engagement. Content that offers some form of value to the audience will encourage them to open future e-mails.
Do Not “Over Send” E-mails
Sending too many e-mails, too frequently will lead to list fatigue. Your target audience will get tired of receiving e-mails from you and this could lead to an increased unsubscription rate. On the same note, sending too few e-mails could lead to your audience forgetting about your product or service offers.
Avoid Spam Filters
Creating content that has excessive exclamation marks or capital letters in the subject line could lead to your e-mail being flagged as spam. Once your e-mail is not delivered into the target audience’s inbox, the probability of the e-mail being opened falls down to zero.
Run e-mail campaigns based on specific lists, whilst ensuring that the content created is in line with the needs of those included in that list. General e-mails to your entire mailing list will result in limited responses.
Prepare Mobile Friendly E-mails
According to Forbes, 43% of millennials check their e-mails on a mobile phone. It is important to ensure that your e-mail is formatted for mobile use. Keep the subject line short, so it is clearly visible on a mobile. Also use small font and images to reduce the load time.
Review your Lists Regularly
Take time to clean your lists, replacing incorrect e-mail addresses with the correct ones. Individuals that asked to be unsubscribed should also be removed.
Give the E-mail a Human Feel
Sending automated e-mails that are not personalised tends to put off a number of people. Ensure that your e-mails are friendly and signed-off with a specific name. The e-mail address used should also be corporate one rather than a personal e-mail address.