Secrets to Getting Your Email Blasts Opened

Erin Taylor

Erin Taylor

April 16, 2018

Learn how you can increase the open rates in your emails.

  1. Appealing subject line

 

To make sure your hard work doesn’t immediately get tossed into the trash, your subject line needs to convince people that your email is worth opening. Introducing the email’s call to action with a short and sweet phrase does this. The subject line needs to make audiences feel special, so use personalized phrases.. Including the words “thank you” have the highest above-average engagement levels (Adestra, 2015). Another way to grab attention is by using numbers and compelling questions, especially if you know it’s relevant to the recipient.

 

  1. Use customized content

 

People are drawn to content that is intended for them. The open rate for emails with a personalized message was 17.6% compared to 11.4% without (Statista, 2014). Hence, do your research and have an understanding of who your different target audiences are and their wants. Then, Segment your subscribers into lists by demographic and psychographic information, to increase relevance. According to the Direct Marketing Association, segmented and targeted emails generate 58% of all revenue. It’s  important to avoid incorporating spam words like: “Free access”, “Get it Now”, or “Winner” that may make the email appear in the junk mail. Also, build organic SEO by including keywords and phrases into your email’s content to create an opportunity for click-throughs to your website.

 

  1. Valuable content builds trust

 

Emails should offer something of value. Whether it’s an exclusive value (offers), valuable information (tips), or emotional value (inspirational), if subscribers receive value from what you, they will start to build trust and continue to open your emails. Keep in mind the frequency of your sent emails. Hubspot reported that 78% of consumers have unsubscribed from emails because a brand was sending too many emails. Eighty six percent of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily (Statista, 2015).

 

  1. Land email at the perfect time

 

If your first email does not receive your desired open rate, it’s ok because you can use it as an opportunity to test the best delivery time. You want to schedule the delivery time when a majority of your subscribers are actively looking through their inbox. So, once you send a test, analyze and choose the distribution times that produce higher open rates. Hubspot reports that 11 a.m. ET has the highest click-through rate for email sends. Another noteworthy time finding from Tomasz Tunguz is, 66% of unsubscribers occur between 5 and 10 p.m.