In this article, you’ll learn how you can drastically increase your email open rate just by following a few simple tips.
Email open rate is one of the key criteria of your email marketing campaigns. According to Mailchimp, the average email open rate for all industries is 21,33%. However, it doesn’t mean that you shouldn’t aim for more!
The higher the open rate of your email campaign is, the more people you reach with your message. The more people interact with your content or click on the links you may have in your email. This leads to a higher click-to-open rate and more conversions. In the end, that’s the goal of most email campaigns.
No wonder that marketers are looking for best practices and ways to increase the email open rate. Below you’ll find proven methods to do so!
1. Send Emails Regularly
Don’t let your email list go stale! If you don’t send emails to your list for weeks or even months and then out of a sudden decide to email your subscribers, you’ll get an extremely low open rate.
Firstly, you may have a problem with getting your email into their inbox instead of a spam folder. Secondly, even if your email makes it to the inbox, your subscribers may not remember you and where they opted-in for your emails.
Therefore, you may get a lot of spam complaints that will harm your sender’s reputation and the deliverability of your future emails.
To send emails out consistently you may set up an automation campaign in your autoresponder and schedule one email every week. This way even if a new subscriber joins your list they’ll receive the email sequence automatically.
2. Clean Your List
If you email your subscribers regularly, not all of them will open and read your emails. Some people may change their email addresses, or even lose interest in your content.
So to keep your list fresh and increase your email open rate, it’s a good idea to remove inactive subscribers from time to time.
Also, unless you use the real-time email verification on your opt-in forms, some people may submit fake email addresses. When you try sending emails to those addresses they’ll bounce. Your autoresponder may consider the high bounce rate as a sign that you didn’t acquire your email list legally or you’re sending spam emails. And they have the right to shut down your account. This is another important reason to remove inactive people from your list.
We usually remove subscribers who didn’t engage with our email in the past month but you can do it less frequently.
3. Make Sure Your Email Does Not Go To Spam
You need to do everything possible to prevent your emails from going to the spam folders of your subscribers. And while you can’t fully influence if your emails end up in spam, you can follow some of the best practices to make sure your emails go to the inbox:
- If possible, get a dedicated IP address to send your email campaigns. This way you won’t share an IP address with someone who sends spam emails harming your sender’s reputation and email deliverability.
- Make sure you acquire your email list legally, and your subscribers actually opted-in for receiving your emails.
- Ask subscribers to whitelist your emails or add you to their address book.
- Avoid words that trigger spam filters like “buy”, “make money”, “discount”, or “cash”.
- Make sure your subscribers have an easy way to opt-out of your emails if they don’t want to receive them anymore.
4. Find Perfect Timing
Timing can drastically influence your email open rate. To make sure that as many subscribers as possible open your emails, think about what is the best day and time to email them.
According to MailChimp’s study, the best time of the week to send emails is weekdays. As for the time of the day, the research says that 10 am in the recipients’ time zone works the best.
They also discovered that the type of content, age, and occupation of the recipient influences the time when people are most likely to check their emails. That said, there’s no one-fits-all timing for the email sending.
Now, how can you decide on the best time to contact your subscribers? Imagine a day in the life of your ideal customer. How early do they get up? What routine do they have in the morning? What does their workday look like? When do they usually check their emails?
These questions will help you figure out when is the best time to reach out to your audience and will increase your email open rate. Additionally, don’t hesitate to test different timing to see when more people open your emails.
5. Catchy Subject Line
A subject line that stands out and catches your subscribers’ attention is one of the most important factors that help you increase the email open rate.
When it comes to creating a subject line for your email you may use one of the following techniques:
Phrase your subject line in a way that makes people curious to learn more about what’s going on. Here’re some examples of the curiosity subject line: “Did you know that?”, “I’ll never do it again”, “How I made X amount in 30 days”, etc.
This method helps create FOMO (Fear of Missing Out) and makes people open your email or even buy something you’re offering. Urgency headlines usually include phrases like “Last chance”, “Final offer”, “You wouldn’t want to miss out on this”.
Make your subscribers feel special by giving them something exclusive. You can use phrases like “Special offer just for you”, “Exclusive discount for the members of our community”, etc.
People like feeling that you’re writing to them personally. That’s why you may personalize your subject line by using the names of your subscribers in it. For example, FIRSTNAME, here’s a discount for you!
Personalized emails to your subscribers may let you get higher open rates. Moreover, autoresponders like ActiveCampaign let you easily do things like that with the help of merge tags.
7. Send Your Emails Twice
This simple trick will ensure that more people open your emails. After you send an email, wait for one or two days and re-send it to those people who didn’t open it in the first place. You can also change a subject line to get more attention to your second email.
There can be a dozen reasons why somebody didn’t open your email. And it doesn’t always mean that they don’t want to hear from you anymore. That’s why it makes sense to re-send your emails and try to get the attention of your subscribers again.
These simple proven tricks can help you increase the open rates of your email campaigns. Don’t hesitate to experiment and test different approaches, timing, subject line! In the end, you’ll find out what works best for your business and your subscribers.
Are you happy with your email open rate? What methods did you try to improve it? Share with us in the comments!