This is a question we hear a lot from our clients. By optimising your email campaigns in different areas you can get your customers clicking and engaged with your brand. Here are 5 things to look into (and one bonus tip) for boosting your open rate.
Firstly, you should spend time looking into the data collected on engagement and doing some cleansing. You want to make sure you’re sending emails to active email addresses before looking at who you’re targeting and optimising the setup and content of your campaigns.
1. Stop Sending Emails to Non Openers – Now!
If you continue to send to those who are consistently not opening your emails then this can damage your sender reputation, as well as your open rate.
There may be a number of reasons why people are not opening your emails. For example, your subject lines aren’t catching their eye or they’ve moved jobs and they’re no longer using that email address.
Start by removing the non-openers from your main email list and put them aside ready to run a re-engagement campaign. The results from this campaign will tell you if they’re still interested (if they start opening your emails) or need to be unsubscribed (if they still don’t open your emails).
Those email addresses that have bounced or previously unsubscribed should be removed from your master email list already by your email service provider.
2. Use a Double Opt-In Subscription Process
Choose quality over quantity when it comes to building your master email list. When people are signing up, trigger an email to double check that they are who they say they are and that they have input their details correctly. If they respond confirming their subscription then they’ve just proved they’re happy to open and click on your emails.
3. Segment Your List Carefully – Know Your Audience!
You need to make sure the content of your email is relevant to your active subscribers and their interests. You want to build a relationship with your customers and get them to open your emails more frequently. Use the data you have on each of your subscribers to build smaller segments from your master email list, tailor your campaigns and learn from their behaviour.
4. Rework Various Elements of Your Campaign
Something as simple as the sender’s details might discourage people from opening your email. Make sure you’re recognisable – include your brand name, try featuring a person’s name to make it more personal and a location to remind people of where you are.
Subject Line & Preview Text
Keep your subject lines short and to the point and try a different approach to entice people into opening your emails, but don’t be tricksy. Try adding personalisation, using numbers instead of text and rewording to create urgency – especially if you’re promoting deals.
Make full use of the preview text to elaborate on the subject line and provide further information to what the recipient can expect from your email.
Example sender name, subject line and Go to the full article.