Email open rate is the percentage at which your potential customers “open” the email that you sent. Striving for a higher email open rate can drastically improve your email marketing campaign’s chances of acquiring customers and boosting sales (and email marketing ROI).
Although there are many email marketing tools or samples you can use to improve the content and execution of your business’ email marketing campaign, it’s best to off with these simple steps to boost your email open rate:
- Clean and Update Your Mailing List
One obvious, yet oftentimes overlooked, reason that your email open rate is low is that they’re reaching inactive email addresses or uninterested recipients. It’s safe to assume that users who haven’t engaged with your business or never responded in the last 6-9 months are inactive or uninterested.
- Segment Your Mailing List
Using a “one-size-fits-all” approach in your email marketing campaign to all your subscribers can lower your open rate and chances of engaging with the potential customer. Segmenting your email list by their demographic and/or interests (based on the information you’ve gathered from them), can help you “personalize” your emails and also ensure that your email marketing campaign for certain products/services reach their intended market.
Write Short and Succinct Subject Lines
Now that you’ve updated your mailing list, it’s time for one of the trickier parts: the subject line. Treat your subject line as the “cover” to your “book” — it needs to attract the attention of its target market, but also provide enough information about the content.
The challenging part is being able to write an enticing subject line that conveys the gist of your email in 50-60 characters. Looking up effective marketing email subject lines examples would be a good way to start getting the feel for it.
Bonus: Avoid The Spam Filters
Speaking of subject lines, you need to take note of email filters. Some email service providers already have built-in spam filters that automatically move emails containing “frequently-spammed” words in their subject line such as “Sale”, “Free”, “Rich”, “Best Price”, and so on.
- Time It Right
You should always consider the time and date at which you’re sending out your email to your potential customers. Several studies have shown that the best times to send email is at 10 a.m., 2 p.m., 6 p.m., and 8 p.m. on Tuesdays, Wednesdays, and Thursdays. Sending your emails around these times and dates increases the likelihood of the recipient opening them, which boosts your chances of getting sales.
Mind the Gap (Frequency)
No one wants to be pestered into buying something, and being too frequent with your email marketing campaigns is basically the online version of that. Sending too many emails too often can kill your open rate and increase your chances of getting marked for spam.
Email marketing can be an effective and cost-efficient way to attract customers, so make sure to follow these steps to improve your email marketing ROI and boost sales. If you’re having a hard time with your email marketing campaign, you always have the option to outsource or hire. Well-known businesses such as LegalMatch are hiring email marketing specialists to assist with their online marketing efforts, so don’t be afraid to follow suit.