The open rate, the click rate and the conversion rate are three indicators that measure the efficiency of an email marketing campaign. These are there indicators that you have to observe constantly and find ways to optimize them in order to manage to raise these values.
Opening is the first step – the first action a user has to do to get in contact with the information from you. Below we detailed some recommendations to improve this indicator. But you have to be aware of the fact that the open rate is not an independent factor, so to have a high open rate you need to have a high deliverability rate, your emails have to get to your subscribers inbox to be opened.
1. The subject line and the “From” line
The subject line is one of the most important elements when it comes to determine a user to open or not an email. The subject is the most visible and the first opportunity you have to offer a reason why your email should be opened. The subject has to be a message that offers your subscribers an idea about what he will discover opening the email, something to tell them if the information is relevant for them or not. A good subject line is specific, not too long and attractive.
You have to pay attention to the “From” line also. Subscribers are not likely to open your emails if they don’t know who’s the sender.
2. Targeting and relevance
The interest of the readers in the information you send depends on how you segmented your list. The segmentation starts right when you collect the adresses. It’s recommended to set correctly the expectations of the people when they subscribe to have a list interested in what you want to communicate. The better you segment, according to the information you have about your subscribers, the more chances you have of offering relevant content, so of getting their attention and a higher open rate.
If you send too often people will be irritated, and if you send too rarely they will lose their interests. What is the right amount? That depends on your product and on your list. To not disturb the best is to give your subscribers the possibility of choosing the right frequency for them, either when they subscribe, or later by other means.
4. Build a relationship
One of the most important factors that will bring you openings is trust. Deliver what you promised, don’t deceive your subscriber’s expectations, don’t promise unreal offers. Don’t abuse that permission they gave you when they subscribed.