11 Proven Ways To Improve Email Open Rates For Ecommerce Sites
As marketers, we’re often looking at the result of how much revenue did the email drive? But we can’t get to purchases without clicks, and we can’t get to clicks without opens. Email marketing still has one of the highest engagement rates and returns on investment of any marketing strategy. The key, however, is standing out from the crowd. One way to determine whether your email marketing efforts are effective – is to track your email open rates.
Email marketing is one of the most affordable and effective ways to consistently engage customers and prospects. But to ensure their message is read and distributed, brands need to focus on improving the most important metric of all: open rates. There are plenty of mistakes companies make when sending out digital messages that can drop these rates substantially, making this metric a great barometer of your campaign’s overall health.
What Is an Open Rate?
The open rate is a percentage of the number of recipients who opened your email from a given list. It is also an indicator of how much your subscribers may actually care about the content you send them. Here are some ways which can help i improving email open rates:
Resend Unopened Mails
Experiments and studies have shown that email reach could increase almost up to more than 50 per cent by resending the exact same email to recipients who had not yet opened his original message. While this strategy does not take each email’s open rates into consideration, the results are what matter more. By resending the same email to subscribers who ignored your previous send, you get more people opening your emails without having to create an entirely new message.
Also how often you are sending them – that matters too. Even while sending emails again, but at inconsistent times the open rate was much lower compared to mailing at the same time daily. Aweber is a service which sets followups to “send 1 day after previous” which sends at the time the individual received that last email which is the same time they signed up. Be sure to have several emails queued in advance.
Test Delivery Times
Your customers and prospects are busy people. To increase your email open rate, try and land your email in your recipient’s inbox when they’re looking at it.Schedule your emails to deliver during times when subscribers actively check their inbox and when there may be less competition from other brands for reader mindshare. Ignore the studies that suggest 10:30 a.m. or 5 p.m. are the best times to send emails. Readers likely follow a different schedule, so test different delivery times for your next few email sends, then select time slots that consistently lead to higher open rates.
Timing is everything in marketing — especially email marketing. Be sure that you’re sending your emails at the best times given their message, audience and intent. You can find this out through testing, or do research on your industry to see what results tend to be. Marketers often err by sending too much or too little. There’s no golden rule, and the proper frequency is different for each brand. We also recommend testing out different sending days/times to see what works best for your readers. You can use our testing tools to accomplish this.
Your subscribers fall into different categories, which means they all have different interests and needs. These categories are often divided into : Gender; Where they live; Job title, What they do with your product; What they buy; Free and paid users; When they last clicked on an email; When and how often they buy, Onboarding new users; Rewarding your best customers, If they’re browsing on mobile or desktop; When they say they want to receive emails and more.
By segmenting your email lists, you increase the likelihood that the messages you send to recipients are interesting and relevant to them. One key to keeping content relevant to the recipient is to segment your email list. There are many ways to do this, including by industry, purchase or time since your last interaction. By breaking your list down into groups of similar recipients, you’ll be better able to send highly relevant, highly focused email blasts, improving your open rates in the process.
Add Social Links
A select group of marketers believe the practice of encouraging recipients to “Forward this email to a friend” is dead. To reach a bigger audience organically, they recommend including custom social sharing links in each email. These links allow recipients to seamlessly promote your message to their social networks.
If your company’s email messages don’t read well on mobile, you are in for a reality check. When your emails display well on mobile, you’ll improve your open rates, in addition to enjoying higher engagement and more clicks on included links. And you need to ensure your emails load quickly and are easy to read on smartphones and tablets. Otherwise, you risk recipients deleting your message because it is too frustrating to read; they may also archive it to read later, but forget about it entirely.
Create emails that are mobile-friendly and remember to test them on different devices before you hit send. People are using their phones to check email now more than ever. And if the links in your email are always leading back to a site that’s not mobile optimized they’ll stop opening because it’s a pain in the neck to deal with.
Avoid Spam Triggers
Email filters are becoming more and more sophisticated, and if your message ends up in the spam folder, your open rates will plummet. To stay out of spam filters, obviously, avoid sending emails that look like spam. For example, email which include “sale,” “free,” “rich” or “deal.” Make sure your email doesn’t read like a brochure and limit the number of links you include to keep your messages safe.
More than 100 billion emails are flagged as spam every day. Because many unsolicited emails carry viruses or promote illicit activities, email programs automatically filter messages that appear to deceive and scam readers. One of the ways our inboxes do this is by checking for specific keywords that are typically associated with spam. Avoid using common spam words that may trigger an email client’s junk mail filter. Your emails–even your best emails–can still get caught in the dreaded spam folder, never to see the light of day. If you want to maximize the reach of your email marketing campaigns, you’ll need to do everything possible in order to avoid being flagged as spam.
Reference the link you want subscribers to click multiple times within your email to increase your CTR. In longer emails, multiple CTAs give readers the option to click-through at the beginning, middle, or end of your email—whenever they are convinced they want more information from you. Buttons work, too. Adding a “Click to Read More” button within email template serves well too.There’s nothing worse than being told to do something and not quite knowing what that is. Be sure that you make it clear in your email on the action you’d like for your reader to take. If you are searching for ideas than the call to actions can be direct such as a link or button which leads to the checkout page or in-direct such as a post or social share to engage users in both cases you need to test the placement and type of call to actions and see which outperforms the other one.
Inject Humor With Videos And GIFs
Insert a video to capture your audience’s attention and motivate them to click. Humor has a way of making a strong, instant connection with people. It’s personal, entertaining, and sticks out in people’s’ minds. But it’s not always easy to be clever or humorous, and trying to fit your attempt into the narrow constraints of an email subject line. The point is to understand your email recipients intimately. If you know their likes and dislikes, it will be so much easier to pull off a joke, or insert a tongue-in-cheek reference.
No one wants to read a stuffy newsletter. When it comes to your marketing messages, a sense of humor can go a long way. Keep things light and informal. Remember – the inbox is a very personal thing for a person. It’s like being invited into the living room of your reader. Make sure you’re a good guest by being open, conversational, and offering value.
Image Source: Optinmonster
Pique User’s Interest
When you use an information gap to invoke the reader’s sense of curiosity, you’re more likely to increase your click through rate—simply because the reader wants that missing piece of information. The curiosity needs to be satisfied To improve your email CTR, Make readers feel like they’re missing out on something valuable or interesting if they don’t click through. The content inside your email is actually really important for open rates because if your subscribers are happy with your content, they are more likely to open your emails in the future.
They may even begin to eagerly anticipate your emails. So how do you make sure your subscribers are happy with your email content? Simple: make it awesome. Link to incredibly valuable resources, like a free eBook, an epic blog post, or a webinar. Every single time you email your list, you need to deliver something of real value. The higher the value of every email you write, the more loyal your subscribers will become, and your open rates will increase.
Enticing Subject Line
Image Source : incomediary
When it comes to email open rates, your subject lines are everything. Your job is to make your subject lines stand out. To break away from the competition, you’ll have to get more creative with your subject lines. Entice curiosity, but don’t be too clever. You want to make them curious enough to open, but without being so cryptic that the subscriber hasn’t a clue as to what you’re talking about. There is something about numbers that draws the eye. Use a fun, joking, or conversational tone.
The subject line is the first thing a customer sees on any email. If you haven’t tested and optimized yours, you’re leaving money on the table. A/B testing isn’t just for websites and landing pages — it’s essential for email marketing as well. Aim for a casual and personal opening line. Speak in the language and style that your subscribers use themselves, especially when talking with their friends.
Deliver A Clear Message
Avoid ambiguity in your email content and share one clear reason why subscribers should click your CTA or link. Make sure that you give your email a purpose—and stick to it. Develop one clear message with a clear CTA and you’ll be much more likely to engage with the reader and encourage click-throughs. Keep text to a minimum too because, let’s face it, your customers haven’t got time. These days, our inboxes fill up quick and a lot of times get flooded with junk mail.
Make sure you’re collecting first names with your email capture and personalizing subject lines with first name. This is an instant attention grabber and subtle trust builder. When you don’t have a good offer, no one is compelled to open your email. So, make it worth their while. Think of unique incentives that can make reading your email worth the time. And if you can’t offer something big, start brainstorming ways that you can offer other value instead. For example, offer up a bit of knowledge that the reader could use on the fly. Or, give a reference to something that they’ll benefit from. Or share testimonials or social proof that can help up your trust factor.