It’s a harsh truth about email marketing, but the majority of your subscribers won’t open emails. That is why you need to actually run an actual campaign for them, NOT just send one out – here and there with no follow up!
Email Marketing isn’t easy on anyone involved; marketers especially have their work cut out since they are responsible both emotionally (in making sure prospects Open/see what needs attention) AND practically (classifying what actions are to be done next).
The email open rate is a measure of how effective your emails are by showing you the number that views it. The email open rate is not consistent across industries. In fact, it can vary by as much as 20%. This means that if you send out 1,000 emails with a 20% response rate then only about 400 people will probably respond to your messages – a disappointing number considering how many are already subscribed!
Here are some reasons why open rates are low:
Unoptimized Subject Lines
This may come as no surprise, but the subject line is by far one of your most important factors in opening an email. Over half (55%) say they’ll decide whether or not to open it based on this part alone!
It’s worth thinking about what kind-of message you want people reading when they receive something from YOU – do we need more excitement? Some perspective regarding recent events…something funny maybe 😉
It’s important to keep your subject line short and sweet so that you can get the user’s attention. Limit it at 6-10 words, or make up some catchy phrases! Use emojis if necessary—they’re trendy right now anyway.
No Preview Message
With the ability to preview one’s email before opening it, you can ensure that your message will be viewed in its entirety. The first sentence is just as important if not more so than any other part of an entire email campaign and having this option allows people who may need convincing or want something from us quickly get what they’re looking for without feeling steamrolled into reading on! Use this to your advantage!
Non-segmented Email List
The benefits of using email marketing are immense, with many modern services available today offering more advanced features than ever before.
Email list segmentation is like a targeting tool, allowing you to tailor your campaigns and engage with specific audiences. Understand the different target segments of your audience so you can tailor each email marketing campaign to them. This will allow for increased conversions and an improved user experience!
The Spam or Promotions Folder
You’ve probably noticed that some people’s emails land in the spam folder just because their subjects were too noisy. If you care about getting your message across, it is important to keep this list minimal and focused so as not give off any indication of what might be inside! It is important not to use suspicious words such as “Free Money”, “Order Now” in order for your emails to land safely on their inboxes.
Also, in your welcome email, encourage your recipients to whitelist your email or mark it as a priority in order for them to receive any future communications from here on out.
Wrong Timing
The perfect time to send an email is when people are checking their inboxes. The worst that can happen if you do it at a better moment or on one of those days where they’re expecting new mail anyways!
Timing matters in marketing campaigns – just make sure not too early (when few may be awake) nor late (many have already checked), as this could lead to decreased open rates. As a marketer, you want to find the right time for sending your emails. You can use tools that will help with this and test different days or times of day in order to see what works best!
The email open rate is an important metric to track because it can help you develop a high-performing email list. Always look for ways to optimise your next email campaign and try different subject lines, segments, and new ideas to keep boosting your email open rate.
