How to Increase Your Email Open Rate: 5 Actionable Tips

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Email open rate is a statistic all of its own, which puts emphasis on how many emails that you send are actually opened by the intended recipient. This open rate takes into account the percentage of emails which are delivered and which bounce, and looks at whether a user opens the email, deletes it, or ignores it completely.

It’s easy to look at data capturing as an end goal, assuming that once you’ve collected the email address of a prospective customer, the door is open to sell and market to them to your heart’s content.

However, capturing their email address is not the end of the journey – far from it.

Of course, once the email is open the real fun begins – with copy, design, and the overall experience all contributing towards their desire to convert.

But how do you increase the email open rate and unlock that crucial step into your customer’s inbox and line of sight?

What’s a Good Email Open Rate?

A good open rate for an email marketing list typically sits at around 17 – 28% – with the average open rate around 21%.

This may sound low – but think about your own inbox. How many marketing emails do you actually see and open with genuine interest, and how many get deleted or ignored?

Your job as a brand or business is to create an email that your customers will want to open. This requires knowledge of your audience and an understanding of your customer’s needs and wants. This is where these 5 tips come in…

1.     Optimise Subject Lines

The first thing that recipients will see is the subject line. And while there are countless hacks and tactics flooding other blogs like these, we are here to tell you to keep it simple, witty, and smart.

You don’t need to fake a backstory or conversation history by adding “RE” to the start of the subject line. You also don’t need to create a false sense of urgency by making readers think twice about what you’re sending.

Subject lines should be clear but compelling, and intriguing but concise.

Emojis can sometimes be useful but don’t throw them in if they don’t make sense. Similarly, a little mystery can be compelling but don’t leave the reader confused or they’ll scan right past your email.

If you want to optimise your subject lines, use what you know about your customers – and create one-liners that you know they will relate and respond to.

2.     Use Email List Segmentation

Sending an email is an opportunity to get your message directly into the inbox of a target recipient.

But while some on your email list are active and regular customers, others may be new recruits who have never bought from you. The way you talk to those two groups should be entirely different – which is where email list segmentation comes in.

Via a platform like Mailchimp, businesses can segment their email list into different groups – with different marketing strategies, campaigns, and messages going out to each.

This helps to avoid the inevitable “this doesn’t apply to me” confusion and swift delete from the inbox!

3.     Be Relatable and Direct

This tip is simple, but it might be the push you need to transform your copy. Tone matters, as does the way that you position your brand, business and product as a solution to the recipients’ problem.

Where possible, you want to be appearing in their inbox and presenting a solution that they need, at the time they need it. Now, it’s impossible to personalise the send time according to each individual customer, but what you can do is make your email relatable and direct enough that when they need you, they know where to look.

To increase open rate and ensure that they save your email for later, use the subject line to speak directly to that ideal customer.

4.     Consider the Sender’s Name and Address

The other major thing that recipients will notice when your email arrives in their inbox is the sender’s name and address.

The rise in online scams means that consumers are extra sensitive to potentially harmful emails – and so if your email isn’t a clear and direct link back to your business, the chances are the email will be deleted (or worse, reported!)

TOP TIP: Add an extra element of personalisation by having the email come from a direct member of the team, rather than an Info@ style email. This makes the email feel more personal.

5.     Move Away From Pure Sales Copy

Finally, the quickest way to turn potential customers off is to constantly sell and speak to them, rather than nurturing them and getting to the bottom of their needs.

If you position every email as an opportunity to sell, then your emails will end up being deleted. Period.

Instead, use emails as an opportunity to give consumers more insight into you, into your brand, into your product, and into how you can solve their problems. Emails are great for adding context to the marketing material that they will see on other platforms.

The Role of an Email Marketing Agency

All of this is underpinned by one big thing to remember.

A good email is not just about the copy. In fact, the copy falls secondary to pretty much everything else about your email.

Why? Because the copy only matters when the email is open – and getting recipients to that stage is not easy.

An email marketing agency can help you to identify a goal, curate a message, and get your material in front of the right audience at a time, and in a way, that will encourage them to open and engage with the content inside.

Here at Mitchell & Stones, we work with businesses from all walks of life, creating great emails that aren’t just open but that lead to an increased rate of conversion too. Could yours be the next business we work with and take to new heights?

Get in touch today!

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