5 Tips To Increase Your Open Rates:
Written on the 15 of October, 2009, by Bree Davies
There is no such thing as a perfect email marketing campaign. Open rates can always be improved, copy tightened up and campaigns can be more targeted within a subscriber list. Here’s a few tips to keep in mind when you’re putting together your next email marketing campaign.
1. Don’t cram your campaign with heaps of copy.
Aim for writing a few enticing yet succinct sentences about your subject, then push your reader back to your website to learn more.
This way you tick two boxes: not overwhelming your reader with too much copy and also driving traffic back to your site.
2. Put your most important/interesting piece of content at the top of your campaign.
Your recipients probably won’t read all of your newsletter, so don’t bury your best content mid way or towards the end of your campaign.
3. Study reports from your past campaigns.
What was the content most clicked on? How many people opened one campaign compared to another? Use this invaluable knowledge to continue to improve and refine your eNewsletters.
4. Experiment with your subject lines and delivery times using A/B Split Testing.
Research has shown that open rates tend to be higher on a Wednesday morning and campaigns sent on a Friday or over the weekend are more likely to be marked as spam. While this is worth taking into consideration, each market is different.
Mix it up by sending your campaign to one group on a Monday morning if you normally send on a Wednesday. Get creative with your subject lines. Try keeping it focused on the main content as opposed to something generic. Include your company name or omit it. Send the same campaign, but with two different subject lines to your subscribers. Study your reports and find out what has worked best for you.
5. Use Segments to Target Your Campaigns
If you’ve got the information available, tailor your campaigns to a special segment of your subscriber list. Know you have a group of people interested in a particular topic or product? You’re guaranteed to get a better open rate when you talk directly to a consumer’s interests.
Related Services »
Add Comment or
Want to have your say? Click here to add your comment.
Bree Davies
Digital Project Manager
As R&B’s Digital Project Manager, Bree Davies brings experience working for some of Australia’s most high profile organisations including Morrison Media, Endemol Southern Star and the Virgin Blue Group.
