Email marketing is the number one tool for driving lead-generation efforts. Email subscribers represent an engaged and interested user group that has already expressed interest in your brand. This is your fan base! As people become more and more inundated with emails it’s important to monitor your open rate to evaluate what resonates best with your subscriber base and what tactics are working to encourage email opens and clicks. What if your subscribers are trashing your emails instead of reading your content? Check out the tips below to make your emails open-worthy.
- Attention-Grabbing Subject Lines
You only have a few seconds to grab someone’s attention. That’s why 47% of marketers say they test different email subject lines in order to optimize their open rates. It only takes three seconds for a consumer to decide whether a product is worth their time. Try using words that peak your readers’ curiosity or appeal to their sense of urgency.
Subject line examples:
- “Rock the Color of the Year” OR “Sale Going on Now”
- “Up to 90% off our Best-Selling Products Gone in 3…2…1…” OR “Summer Closeout Deals you Can’t Miss”
- Update your Email List
If a subscriber deletes your email without opening it (or worse, marks it as spam), this sends a red flag to your email provider and can hurt your reputation. You may even get blacklisted. Be sure to use an email platform that automatically removes any unsubscribe requests from your list!
- Make It Humorous
We all love a good laugh. Even the most serious email marketers (and their readers) enjoy a good chuckle once in a while. And when it comes to email marketing, your message with the funny gag or gif may just be the one to cut through all the clutter.
One of our favorites:
- “Best of Summer: Deals That Make Us Proud (Unlike Our Nephew, Steve)”
- Steer Clear of Spam Words
Context is what matters, but spam filters have become so sophisticated that they can analyze how you are using certain words. Phrases such as “Buy Now”, “Great Offer”, and “Risk- Free” can hurt your email’s deliverability and open rates. Check out this list of spam trigger words to avoid.
- Remember Your Mobile Users
Recent data has shown that over 60% of emails that are opened are by smartphone users. This means it’s crucial for your content to be mobile-friendly. If an email displays poorly, it’s likely to be deleted within 3 seconds.
Make sure your emails are configured for those important mobile users. If you’re using a service like MailChimp, it will allow you to send test emails to yourself that you can open on your smartphone and adjust accordingly.
- Make It Personal
Emails that are personally addressed to the receiver have shown to have a higher open rate than those with a company’s name. In fact, emails with personalized subject lines are 26% more likely to be opened. Most email providers offer an option to personalize your email with dynamic content. Think, “Hi Sharon,” instead of, “Hi Friend.”
- Include a Number in the Subject Line
Are you promoting a sale? Take a page from companies like Old Navy, who advertise deep sales in their subject line. “$5 Tees + $12 Dresses” will get a potential shopper’s attention.
As simple as it may sound, using data and numbers is a solid way to make sure that your email is noticed.
- Provide Valuable Content
Email is a permission-based marketing channel. If someone signed up to receive your emails, they want to hear from you! Stay focused and follow a plan to provide valuable information for your reader. A simple email format will allow you to stay on point:
- Headline
- Image
- Teaser
- Button
Following a simple template like this will allow you to keep your subscribers engaged. Remember, your content should be short, simple and useful to the consumer.
- Choose the Right Time
Sending your emails at the right time of day, month and year can make a big impact on your open rate. While different industries can have specific days and times that improve open rates, Tuesday is typically the best day to send an e-blast, followed by Thursday.
Several studies have shown that 10 am is the best time to send an email, followed by 8 pm (people tend to check their email before they go to bed). You should test different days and times for your audience and observe the different open rates to see what works best.
- Segment Your Subscribers
Email segmenting allows you to divide your subscribers into groups based on their demographics or interests. You may choose to create lists based on your subscribers’ preferences so that you can notify them of events, products or services that they find interesting. For example, Realtors may segment their email subscribers so that they are able to show new listings to people who are interested in specific areas or communities.
- Use an Emoji
Thanks to emojis, email subject lines are much more expressive than they once were. By using emojis in place of certain words, you may be able to engage a subscriber who would have otherwise passed over your email.
For example:
- “? Free (Cool!) Clothes Alert ?”
Emojis can also lead to higher response rates, and help you to shorten your subject line so that it fits on a mobile device.
- Don’t Yell
One of the cardinal rules of writing online is to avoid all caps. When you write in all caps, most people tend to think that you are yelling at them, and as much as you want to get someone’s attention, a subject line in all caps is a turn-off.
These helpful email tips will drive open rates and improvement your audience engagement.