The ever-evolving dynamics of marketing calls for the involvement of effective marketing strategies. Although time progression will divulge some new modalities, certain methods are still capable of generating revenue. Since the inception of networked connections, emails are perceived as a compelling tool for communication. Many brands utilize this basic principle to expand their horizons of reach. In that sense, a crucial metric used to measure the success of this campaign is known as the open rate.
1# Quick Information
To put it simply, the email open rate tells us the number of recipients opening the marketing emails to find its contents. This is essentials, as a lot of brands use mails to disclose upcoming offers or special promotions to their target audiences and guide them towards successful completion of the sales funnel. But to say the least, this is not the case among many. Across all niches, the average open rate for marketing mails is 17.92. Although these numbers are worrying, the only good thing about them is that they can be improved using some effective yet simple strategies.
So, here are some of them.
Ideal Subject Line
Just like every other heading of content or article, the subject line of an email entices prospective clients to open it. By looking at the statistics above, this is a crucial element that determines the success of a campaign. Thus, when this fails, the entire effort tends to end in a disaster. This is why; companies need to focus on creating a compelling subject line for their mail that effectively describes the contents, while not deviating from the core intention, which is making a powerful impact.
The first and fundamental approach in creating a compelling subject line is to keep it short. Anything between 30 to 40 characters is considered ideal. The problem with long subject lines is that these are difficult to read, and most people use their mobile devices nowadays to receive mails, so excessive characters don’t prompt that sense of importance.
Even supposing that subject lines are used for promotions, it shouldn’t sound spammy. The biggest mistake any business can do is including loud punctuations or excessive promotional language. Instead, they can focus on clearly providing useful information.
Questions are a great way to gain the curiosity of consumers, as it channels their attention to that line. But including just plain questions could end up as elective, rather than compelling. So, create questions that urge them to find the answer.
Time is a crucial consideration in email marketing. Many marketing experts suggest that there are certain days to send mails. The best day with the highest open rate is Tuesday with a percentage of 18.3, and the best day with click-to-open rates is Thursday and Friday with 14.4. Considering this, brands should perform consistently during these days to improve their campaign’s impact. This consistent frequency also builds reputation and trust among readers, as it establishes an ideal mode of interaction, which doesn’t lead to higher spam complaints or infrequency issues.
3# Knowing Audiences
This is critical for every marketing campaign, but as for emails, knowing about the target audience helps to create personalized messages. Factors like the things they are interested in, questions they are asking, the intention behind their subscription, and others to name a few. Elements such as these provide some comprehensive insight into consumers and assist in creating relevant information. Some of the ideas that help to achieve this are
An online survey is a great way to find about the interests of the users. It can contain one to three questions addressing the topics that entice the concern of readers.
Mail reports contain one or more links that lead to some other page. Analyzing which links get more clicks breaks down some crucial behavior patterns about consumers. These patterns include age, location, gender, and other demographics.
Brands can also ask customers to take a poll about some particular questions. These polls can be implemented to repeat clients or contacts with regular interaction.
Follow-ups are a proven method to improve the impact among low-engaging readers. Even consumer with regular interaction rates can often miss their emails due to a variety of reasons. Businesses can reduce these occurrences through follow-ups emails that resend a particular mail after some time. Follow-up emails are capable of improving the open rate by 50%, and this is higher than the original mails. As for recent practices, brands use automated re-engagement mail features to schedule emails to be sent.
5# Value of Sign-Up
The only invariable thing about frequent readers is that they are subscribers. Thus, to make audiences sign-up for a mail is another optimal way to improve open rates. For this, businesses need to communicate the values of signing for a subscription, either through online or permission forms. Providing them with information about the benefits obtained from a subscription tends to attain considerable improvement in response rates, while also avoiding spam complaints.
In the case of emails, there are a plethora of strategies that can improve its open rates. The only thing businesses need here is the focus to centralize modalities that are suitable for them and the focus to put persistent efforts regardless of the impact. Ensuring these can assure better numbers in email open rates.