By Chris Christoff, the co-founder of MonsterInsights, a leading plug-in for Google Analytics.
Are you struggling to get subscribers to open your emails? If so, you’re not alone.
There are plenty of important email marketing metrics, but your open rate is perhaps one of the most important. A low email open rate means people are not reading your messages, which means you’re not building rapport and convincing them to take action on your site.
This situation can be frustrating, especially when you’ve put a lot of effort into crafting the perfect message. But don’t worry; there are effective ways you can get more eyes on your emails by improving your open rate.
Today, we’ll explore four effective strategies you can implement. The following tips have helped us improve email engagement across several of our largest brands. I’m confident you can see similar results.
Let’s begin.
1. Use Double Opt-Ins On Your Site
First, let’s talk about what you can do to improve your open rate from the moment a visitor signs up for your email list. Many business owners and marketers use what’s called a single opt-in strategy. This means when visitors join their list via a lead magnet or sign-up form, they’re automatically enrolled.
Instead of doing it this way, I suggest switching to a double opt-in strategy. A double opt-in is when you ask users to confirm their sign-up by clicking a link in your first email to them. If they don’t click the link, they don’t get emails from your brand. It’s that simple.
Double opt-ins can improve your open rate because the subscriber has to make it crystal clear that they are interested in content from your business. If someone quickly signs up through a single-step opt-in, they may forget why they decided to engage with your brand in the first place.
In this sense, double opt-ins act as a filter that ensures everyone who signs up is ready and willing to read your emails.
2. Craft Catchy Subject Lines
Your subject line is the first part of your email that people will see, so it needs to be compelling and relevant.
Creating a great subject line is easier said than done. It’s important to find a balance between demonstrating value and keeping your subject lines short and sweet. Ideally, they should be no longer than 50 characters since anything longer will likely get cut off on mobile devices.
At the same time, subscribers should understand what awaits them if they open your message. I recommend using clear and concise language that tells people what they stand to gain by clicking your message.
You’ve probably heard the phrase, “A picture is worth 1,000 words.” I’m inclined to believe that because we’ve had a lot of luck with adding emojis to our subject lines. Using the right emoji can go a long way toward relaying your message without wasting your character count.
There’s no question that your subject lines are how you’ll convince a majority of subscribers to open your emails. I suggest split testing so you can pinpoint which subject lines result in significantly more opens and engagement.
3. Add A Splash Of Personalization
One of the most effective ways to get more eyes on your emails is to add a touch of personalization. In my experience, people tend to be more responsive to brand emails when they feel like the messages are tailored specifically to them. Personalization can be something simple, like addressing your recipient by their name or referencing a recent purchase.
The best way to start personalizing is to segment your email list based on unique interests, goals and pain points. This strategy allows you to send targeted messages to specific groups, which will improve the odds that they engage with your emails.
I like to segment my audience by sending out periodic surveys so we can assess the needs of each subscriber. This process starts as soon as someone joins our list. Our welcome email includes a short survey to ensure subscribers get relevant content and offers delivered to their inboxes.
If you take the time to personalize your emails, I think you’ll be happy with the results. It’s much easier to build relationships with your subscribers and ultimately improve your open rate when you incorporate personalization into your email marketing strategy.
4. Nail Timing And Frequency
Finally, let’s talk about the timing and frequency of your emails. Both of these factors will have a significant impact on your open rate.
Here’s an example so you can see what I mean; let’s say you run a U.S.-based shoe company, but a vast majority of your customers are in the U.K. It would make sense to adjust the send time of your marketing emails so they don’t arrive in the middle of the night.
If your U.K. shoppers see your email at 10 or 11 a.m. instead, they are far more likely to read what you have to say.
Frequency is how often you email your subscribers. You should find a nice balance and learn to stay in touch with your audience without annoying them. If your business sends the right number of emails a week, you’ll likely see a lower unsubscribe rate.
The best way to find the frequency and timing balance for your business is to review your analytics and run tests. If your reports say that most of your subscribers are based in another country, adjust the timing so they get the message at an appropriate time. Similarly, monitor how people respond to your emails to determine if you’re sending too many or not enough.
Final Thoughts
Email marketing can continue to help business leaders and marketers connect with their customers for years to come. The strategies I’ve outlined today can help you get your audience’s attention and improve your open rate. I recommend gradually implementing these tactics so you can make adjustments and refine your strategy along the way.
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