6 Little Things that Have a Big Impact on Your Email Open Rates

admin March 8, 2016 Comments Off on 6 Little Things that Have a Big Impact on Your Email Open Rates
6 Little Things that Have a Big Impact on Your Email Open Rates

In spite of what some marketers believe, email marketing is still one of the best ways to attract and retain clients online. That is why it is important to know how to craft your emails to determine people to open them. As you might know by now, the content of your email is an essential factor, but getting people to click on it in the first place is the most difficult task.

According toone study done by a local IT support company in Vancouver, you should expect an average of 20-40% open rate with your initial email. But, what can you do when your open rate is less than the average 20%?

Here are six little things that have a big impact on your email open rates.

1. The First Impression Counts

There are two important things that make a prospect decide whether they want to read an email or not: the subject line and the sender’s name. Obviously, people are more likely to open emails from friends or work colleagues rather than messages from different companies. That is why it is a good idea to use your name instead of the company’s name – that way; the message becomes personal.

Another great idea is to send emails on behalf of the company’s CEO or president. It will almost guarantee that people will open those messages. However, do not send emails with female first names, without the last name, since these usually fall under the spamming category.

As for the subject line, do not go higher than 50 characters, and avoid words like “reminder”, “free”, “help”. Also, do not use the same subject line for all your emails and perhaps consider including a city name.

2. Mind The Time

If you email on a wrong day or at an inappropriate time, chances are the opening rates will be considerably lower. According to different studies, the midweek emails have better open rates – Tuesday, Wednesday, and Thursday. Also, if you are interested in sending an email to a business audience, you might want to send it later in the morning or the early afternoon, since early morning is usually a slow starter.

Another thing to consider is whether the economic timing is good since open rates drop across industries in various ways and times.

3. Use the A/B Testing Method

Testing which subject line gets more opens for a certain number of people before venturing on sending it to the entire list is a smart thing. Usually, the subject line that consistsof a catchy question like “Would Obama read your content?” trigger the curiosity of people and thus, increase email open rates. At the almost opposite pole, subject lines like “How to …” don’t attract so many readers because they are targeting a specific audience, eliminating the others. A/B testing is one of the most effective techniques for verifying which one of the two ideas is having more audience.

4. Go Over Signing Up and Email Targeting

If your visitors have to go through a complicated process to sign up for your newsletter, you can be sure they won’t bother to give you their email addresses. The best way to go around this is by offering them a whitepaper or a fulfillment piece when they first sign up and after that let them choose other specific options.

Also, invest a bit of time and effort into refining the targets of your emails, making separate campaigns for different industries and job roles. This way you will be able to track the open rates better, and they will also probably go higher.

5. Mind The Frequency

Sending campaigns to your recipients too often is also a factor that impacts the opening rates, causing list fatigue. You can easily avoid that by offering frequency options at signing-up or by simply emailing less. It is true that if you send too few e-mails, it can also cause you the loss of some subscribers. The best way to manage this dilemma is by sending out e-mails on a well-established regular basis. It is all about calibration by taking into consideration factors like click rates and cancellation rates.

6. The Importance of The First Sentence

Since some email programs can display the first few words of your content in the inbox, you should pay special attention to that. The first words must always be valuable so that they catch the reader’s attention and determine him/her to open it.

Did you find this information useful? What other factors do you know that influence open rates? Let us know in comments below.