RAAK_Blog-Header_ 6 tips to get your marketing emails better open rates

6 tips to get your marketing emails better open rates

Setting up your own email campaign takes more than just designing the message, writing the content and sending it out to your contact database. In particular, the feedback you get on each campaign shows you which aspects can be perfected in the next campaign you’re planning…

That’s why it’s crucial to thoroughly analyse the reports after every campaign. Open rates, click-through rates, unsubscribe rates … the insights you get about your recipients will determine the succes of your next email campaign. Learn from them and discover how you can influence your readers’ engagement by optimizing the right parameters.

1. Answer every subscription with an automated welcome mail
When a new subscriber has chosen to receive your newsletter, it’s always a good idea to thank him/her with a triggered email. These have a high engagment level as the contact is fresh and highly receptive to your messages.  The longer you postpone  your welcome message, the bigger the chance the subscription is no longer top of mind for your contact. Which means less interest, and eventually, less engagement.

2. Send out your email when your contacts are most likely to check their mailbox
Rule 1: ignore the studies that tell you the best time frame to send out your emails is between 10:30 and 5:00 PM. There’s a good chance the majority of contacts in your database check their mailbox before work. Or in the evening when the kids are off to bed. Test which time slots work best for your recipients, and find out which of them yield the highest open rates. And by all means keep time zones in mind when you’re mailing out to international subscribers.

3. Set up an email preference center
How often do you send out your marketing e-mail? Let your subscribers decide that for themselves. Set up an email preference center and keep track of when, how and why your subscribers want to receive email from you. Every week, monthly or only when you’re doing a stock clearance? This will give them a better user experience and boost their engagement.

And while you’re at it, segment your email lists. Assign your subscribers to specific segments, based on their interests, their location or their specific needs. The chance your emails actually catch their interest and motivate them to take action is so much better!

4. Write killer subject lines
This one can be a toughie. Chances are that you’ll end up testing a lot of different subject lines before you find that magic formula. But rest assured, it will pay off. Main take-away: you’re trying to convince readers with an overflowing mailbox to open your email. Step into the shoes of your contacts and try to pinpoint what would make YOU open the email. Keep it short, get to the point in 45 characters or less.

5. Use the power of  consistency and urgency
As soon as you’ve found the ideal time and frequency for your email, hold on to that schedule. By doing so, you’ll create expectancy with your subscribers. Your most loyal subscribers will gladly free up some time to dig into your newsletter. Test different subject lines that convince them of the value of what’s beyond the click…

6. Regularly monitor the health of your database
When subscribers no longer open your emails, not taking the right actions might hurt your sender reputation. Consider sending them a re-engagement mail with a special offer. Or if here’s no other option, you can put them in a non-active contact list. Focus on those contacts that are highly engaged with your brand or company. This smaller, but dedicated list will give you better results than a big database cluttered with unaware or unengaged recipients.

Conclusion

Continuous reporting and analysis is the key to every successful email campaign. The information you gather about your subscribers is not just an excellent barometer of the results. It’s also the best possible way to make your campaigns better and push your open rates beyond boundaries.

Posted on
Aug 1, 2017