This might sound like a pretty weird question! Do you want to increase the open rate of your e-mail marketing campaigns? Of course you want. So, let’s get started.
1.ALWAYS KEEP YOUR E-MAIL MARKETING LISTS FRESH
People change e-mail addresses all the time. People change interests all the time. This turns them into non-engaged subscribers. What you need to do from time to time is to remove inactive subscribers. Why? Let’s face it, if they haven’t engaged in a single e-mail in 6 months, the odds are that they will never do it.
But wait! Before you bring out the big delete hammer, always try to capture your subscribers’ attention at least one last time before removing them. The last-ditch-method-mail for possible reengagement.
2.YOUR CONTENT NEEDS TO BE ON POINT
Ok, so you have engaged subscribers, fresh lists, segmented lists but still want up the open rates on your e-mails? You heard it before: content is king. In fact. Content is king, queen, prince, jester and stable boy. The content of your e-mail must be amazing. Every. Time. The equation works like this: If your subscribers enjoys your content, they are more likely to open your e-mails in the future.
3.SEGMENT YOUR LISTS (RELEVANCE IS THE KEY)
Would you open an e-mail that you think is not relevant for you? Probably not.
So, let the statistics tell the story.
The digital marketing company Lyris found that 39% of marketers who segmented their lists actually had a higher open rate.
So, once you done with your segments, it becomes easier to know how to connect with each different segment. Because using the same language with everybody is never a great strategy. Say the right words – to the right people and increase the engagement with your e-mail marketing campaigns.
4.THE HOLY GRAIL (IS A SUBJECT LINE)
It’s easy to recycle. It’s convenient and there is no shame in doing it. The problem is however – it’s not a great idea. Common and repeated subject lines are often filtered out. What you want to do is to entice curiosity, communicate in the language and tone of voice that your subscribers use themselves. Don’t be afraid of being fun and conversational. Try to break away from the competition by not repeating yourself.
Split test your subject lines by sending out different versions. By doing this, the power of statistics will quickly show you what works best.
½. DON’T FORGET MOBILE USERS
According to the software solutions company BlueHornet, 67.2% of consumers use a smartphone to check their e-mail. 67.2 %! That is a lot of missed opportunities. So, make your e-mails mobile-friendly.