mail is still the best standard for digital communication, as useful for one-on-one interactions with coworkers as it is for sending messages to prospects all over the world. It is still a great way for marketers to connect with their target audience. However, as long as email remains a popular mode of communication, some challenges will remain.
An email marketing campaign with effective and interactive content plus it provides value to the customers. This is what a business should follow when it aims to attract a large number of potential customers. Content is also the most important part when you want to attract customers and urge them to proceed for checkout on your website.
But we sometimes struggle a lot just to get our marketing emails opened!
Let me ask you a question.How do you measure the effectiveness or success of the marketing campaign?
Most likely, you will gauge success by the number of people who open the email (the open rate of emails) and the number of people who click on a link, i.e., CTR (click-through rate). These are the basic things that are taken into consideration while measuring the success.
While there's nothing inaccurate with that, it's important to note that the click-through rate is totally dependent on the open rate, because without people opening your email, there's no way they'll click on it!
As a result, in order to improve your click-through rate, you must first get people to open your email. Before proceeding further, let us understand what is exactly an email open rate?
What is the email open rate?
When any one of the following event have occurred, an email is counted as opened if:
- Images in your email can be displayed in the preview pane or in a full view of the email by the reader.
- The email's recipient clicks on a link.
The open rate is calculated by email service providers (ESPs) by taking the number of users who open the email campaign and dividing it by the number of emails sent that did not bounce, i.e. did not reach the recipient.
So if your business is also struggling with a low email open rate, then you have come to the right place as this interesting article will guide you through the steps that you can perform in order to improve the open rate of your email marketing campaigns.
- Email List
The most vital key point to remember is that businesses should never buy an email list. The primary reason behind this is that the users you will be targeting with that purchased contact list may or may not be interested in your services, or they may add you to their spam folder. So, it's better to target users you've acquired by building your email list, because you know what are their likes and dislikes and how can you target them based on the assumptions you've made.
Make sure you have engaged subscribers on your email list and if some users are now not interacting with your brand - you should try to re-engage them and if still those people are not interested in your services, it is better to remove such users from your email list.
Another way to keep your email list fresh is to periodically check in with your subscribers and ask if they want to update their information and preferences. This way, they are informed that they have control over how they interact with you.
- Email List Segmentation
You can send emails based on the user's preferences, recent sales, VIP customers, old users, and so on. List segmentation enables you to analyse user interests and target them accordingly.
The main reason behind this is that the customers are at various stages of the purchasing cycle. For example, some may have added items to a wishlist and will check out later, others may have abandoned a cart, others may have made a recent purchase, and so on. You can analyse how you will interact with various users and then create different campaigns based on your findings.
- Avoiding Spam
- Check that all recipients have opted in to receive your emails.
- Send your campaign from a trusted IP address, that is, one that has not previously been used by someone who has sent spam.
- Send via verified domains.
- Maintain the cleanliness of any code.
- Personalize your campaign's "To:" field with merge tags.
- Show your subscribers how they can whitelist your emails and request that they add you to their address book.
- Avoid using “salesy” language excessively (all those are fraudulent trigger words like “buy,” “clearance,” “discount,” or “cash”).
- Ensure that you are adding company’s reliable address location in the footer bar
- Add a simple way for the users to easily opt-out of receiving any further emails from your business.
- Email Timing
Timings can have a huge impact on whether or not your subscribers open your emails, so consider the time and day you send them out carefully. You won't be able to find the perfect time right away, but you can run some A/B tests to see which time periods seem to perform the best and use those in future campaigns.
- Subject Line
To increase the likelihood of your emails being opened, you should create eye-catching subject lines. A good subject line should be between 30 and 50 characters in length. You should write the email subject line in such a way that it creates a sense of urgency in the recipients, causing them to open your email.
- Interactive Content
You've essentially won the battle when a user opens your email, right? So, what is the significance of the relevant information of your email in terms of open rate?
The content of your email is crucial for open rates because if your subscribers are pleased with your email content, they are more likely to open your emails in the future. They might even start looking forward to your emails.
If a subscriber is dissatisfied with what they received in your email, they are unlikely to open it again and may even unsubscribe.
The key is to avoid sending emails just for the sake of sending emails. Every time you email your list, you must provide something of genuine value. The more valuable each email you send, the more loyal your subscribers will become, and your open rates will rise.
- Mobile optimized emails
Mobile internet users have increased dramatically in recent years. Mobile devices are integrated into our lives as if they were organs. People check their emails at any time and from any location. As a result, this device will provide you with a large number of prospects for your business, increasing the value of your brand.
Here are some more ideas for attracting mobile users:
- Keep the formatting simple (single-column) and the width under 600px.
- Use a larger font–smaller fonts are difficult to read on mobile devices.
- Don't assume that images are displayed (Android turns images off by default). Check that it looks good without them.
- Reduce load time by using smaller images.
- Add some Humour
Humor has a method of making an immediate and strong connection with people. It's personal, captivating, and stays with people.
It's not always easy to be smart or amusing, especially when you're trying to fit your move into the limited space of an email subject line. That can be difficult.
Fortunately, you don't have to be a comedian to send a funny email. What is more important is that you have a thorough understanding of your email recipients.
- Call to action
The call to action indicates the next necessary step that the user will take while reading your email. It can be a button or a link to your product page or any other page to which you want to redirect your user. CTA can also be used to define the goal of your campaign. Make sure you are prioritizing one CTA per email, i.e., you want the users to redirect to a specific page in the specific email campaign sent by you to the desired user.
- Connect with your audience
When communicating online, put your corporate hat aside and write as if you were writing to a friend. This is the only way to truly engage your subscribers and entice them to open your emails.
For instance, a corporate phrase such as "We're offering discounts to our customers!" appears distant and stuffy
A friendlier alternative could be, "you've got to check out this deal..."
This makes the email appear much more personal, and reduces the likelihood that your recipients will simply delete your message and move on.
These tips can help any campaign improve its open rates and thereby an increase in revenue generation, but don't be discouraged if you don't see results right away. Email marketing is both an art and a science, so give yourself some leeway to experiment and discover which tactics work best for your company and its subscribers.