Like any other marketing initiative, email marketing requires a strategy to inspire your audience and grab their attention. When used correctly, email has proven to be the most influential and cost-effective marketing platform around today.
The goal is not to get your message into that crowded inbox, the goal is to have your subscribers open your message, and it is the content’s job to reel them in and complete that call to action.
The standard open rate for an email marketing message is 11-15%, with a click-through-rate of just 2-5%, if you’re falling behind the curve, you need to fine-tune your strategy, by adding personality to your campaigns.
To increase open rates, you need to inspire your customers to click your message. Half of all emails will be opened within the first six hours after delivery. As emails pile up, make sure yours doesn’t get lost in the shuffle.
Once the email is opened, you need to grab their attention with valuable information like a promotional offer or image. Customise your subscribers, understand what they’re looking for, and tell your story in a unique fashion. Your first impression has to hit home to keep your customer engaging with every email you send.
Email marketing strategies are all about testing and trying to find the best strategy that leads to success. You can’t talk about conversions when your emails aren’t being opened. If you’re encountering a low open rate, test and try these strategies to improve your deliverability and increase open rates.
It is a fact that 35% of email recipients open email based on the subject line alone.
The subject line will make or break your open rate. Personalise the subject lines and make them descriptive so your subscriber has a reason to open. Subject lines must be inspiring, strong, and eye-catching to stand apart from the crowd of emails your customers are staring at and weeding through.
The most effective emails are those with short subject lines. A recent study found that three-word subject lines have the highest engagement rates (21.2%) although just 1.6% of emails are that concise. Make sure your subject is well-crafted and descriptive without overwhelming your reader with buzzwords.
Avoid “Spammy” Buzzwords
Although you might think that your reader will want to take advantage of your “sale” or “reminder,” MailChimp advises you to avoid those terms. Having words like “free,” “x% off,” “guaranteed,” or “click here” can negatively affect your campaign and open rate.
If you’re consistently using these buzzwords in your subject lines, many subscribers won’t see your messages as they’ll be directed to spam folders in their inbox. Even if your message lands in the inbox, spammy words often deter readers from your campaign.
It’s okay to promote a sense of urgency if a sale is ending or the time to register for an event is closing. An example like “Sale ends tomorrow at midnight!” shows a user that action is required immediately.
If you can add a custom field into your message, and speak directly to your subscriber, the open rate will increase significantly. MailChimp offers you tools to strategise your customisation to see what is most effective in your campaign.
Spelling and Grammar
Always remember to use proper grammar and spelling. Punctuation is an essential component of your message, but don’t come off as too salesy or speak too urgently.
A subject in all capital letters, one that includes misspelling, or uses unnecessary exclamation detracts from your message. Asking your users a question and ending the subject in a question mark has a 44% higher open rate than exclamations about your promotion.
One of the biggest factors that influences open rates is to test multiple subject lines with various strategies. Evoke emotion and reel in your audience.
Inspire them to open your message by asking a question that you will answer in the email. Keep it personal, keep it casual, and speak to your customers directly.
List segments help you further personalize and narrow your audience. You can choose the subscribers on your list that you want to receive a particular message. Segment based on custom fields to utilise your message more effectively.
Plus, take it a step further and think about the topics and content that your subscribers have engaged with in the past. Be as personable as possible. When your subscribers provide you with information that makes it easier to target your messages, use the data to your advantage.
Look at your list, and analyse the metrics to see the content that your subscribers have opened in the past. Move away from mass email blasts that deliver the same message to hundreds and thousands of people.
Learn the program you’re using, and access the list segmentation options to break down your subscribers. You’ll see that some segments have a better response and open rate than others. Build on the data you’re experiencing through segmentation for a high-performing campaign.
When you’re not segmenting your list to deliver personalised messages, you can’t craft relevant subject lines for your audience. Segment your lists, offering unique content that addresses demands. The better your segmentation, the more effective your email marketing strategies will become.