One way to determine whether your email marketing efforts are effective is to track your email open rates. There are plenty of mistakes companies make when sending out digital messages that can drop these rates substantially, making this metric a great barometer of your campaign’s overall health. Here are seven ways to help you create more effective email marketing campaigns.
1. Create an engaging subject line
The subject line is the first thing a customer sees on any email. If you haven’t tested and optimized yours, you’re leaving money on the table. A/B testing isn’t just for websites and landing pages — it’s essential for email marketing as well. Aim for a casual and personal opening line, and test, test, test.
2. Write to one person
As you might expect, an email is much more likely to be opened and engaged with if it sounds like it’s been written directly to the recipient. Use the recipient’s first name in your opening if possible, and then write your message’s body text as if you were writing to one person alone. This level of focus and familiarity will engage your readers and keep them opening your messages in the future.
3. Write quality content
If customers come to expect that your business sends them interesting, engaging and informative emails, your open rates will skyrocket. If, on the other hand, you’re only sending information they could easily find elsewhere — or worse, all promotions, all the time — your messages will end up in the trash bin. Sending high-quality email less frequently is one of the best ways to keep open rates high. Creating quality content is time consuming but it is one of the most important pieces of your email campaign.
4. Send from a person, not a company
When deciding to open email, recipients first check to see if they know the person sending the message. An email from a company gets marked as advertising immediately, which can get your email deleted. An email that appears to be coming from an actual individual at your firm is more personal and much more likely to get opened. Personalisation is a key component.
5. Send at the right time
Timing is everything in marketing — especially email marketing. Be sure that you’re sending your emails at the best times given their message, audience and intent. You can find this out through testing, or do research on your industry to see what results tend to be.
6. Keep your list fresh
In addition to collecting high quality leads, it’s important to keep your list fresh and clean. Review it periodically and remove inactive subscribers or emails with a hard bounce. Also look over your list from time to time and correct any obvious misspellings. Not only will this improve your open rates, it’ll cut your costs by ensuring you aren’t paying for subscribers you can’t mail to.
7. Format your messages for mobile devices
If your company’s email messages don’t read well on mobile, you’re in trouble. When your emails display well on mobile, you’ll improve your open rates, in addition to enjoying higher engagement and more clicks on included links.