5 Email Marketing Tips for Increased Open Rates

Email marketing is one of the best ways to get in touch with your engaged and targeted prospects , especially in case of B2B marketing. In a survey it was revealed that 97% of the small business marketers use email marketing to connect with customers. There are many aspects that make up an effective email marketing campaign, but the first & the most important of all these components is the email open rate. Email content is essential, but getting people to actually open your email is a hurdle many marketers find hard to combat. To get people to open your emails, you must have a deep understanding of your audience base, their requirements, habits etc. Then only you would be able to create an effective email marketing strategy that gives you high open rates.

1. Make the first impression : The first two things that a recipient see is the sender information and the email subject line. These two items are very important to determine your email open rate. It is these elements the help your audience decide whether to open or trash the email.

The sender information in important for a recipient. Adding a personalized feel to the email can be the key to increase your email open rate. Think from a recipients point of view and ask yourself, which email would you prefer to open? A. sales@xyz.com or B. Jason.parker@xyz.com? B, definitely. Setting up an email to send out messages on behalf of a company CEO or President can have a large impact on open rates.

Email subject line is the second most important component to determine email open rate. You must avoid words such as Free, help, percent off, reminder etc. Localization help improve open rates. Providing a city name can increase open rates. Do not use same subject line for every newsletter or email. Limit your subject line to less than 50 characters, including spaces.

2. Timing isn't everything, but it is important : To determine the best time to send an email requires some common sense and experimentation. What according to you is the best time send an email to your audience? Early morning, afternoon or evening? Well, if you send email early in the morning, they can get lost in the shuffle of 100s of other emails. If your emails are sent too late in the afternoon your customer may see it as one more thing to review before quitting time and put off reading it until the morning (which will pile it under even more emails).  It is also important to keep in mind your audience. If your campaign has a B2B focus I would recommend sending emails in the afternoon or around 7 or 8 in the morning when you know they’ll be reading.  If your email marketing system allows you can always try doing some A and B testing utilizing different time frames to test open rates.

3. Avoid Spam triggers : Each email service provider has a list of spam triggers identified which when hit, marks an email as spam. Spam filters analyze a large list of criteria when determining an email spam score. If your emails campaign's spam score is over a certain threshold then it is sent to spam folder. In order to keep away from these spam filters avoid spammy phrases like 'like once in a lifetime opportunity' or too many exclamation signs in the subject line, using all capital letter in the subject line or sloppy HTML codes etc.

4. Be aware of bounce emails : As an email marketers you must know about which email service you use and what amount of emails are bounced or which subscribers are not opening your emails. When you remove bounced email and people who do not open your emails from your email list, you can see a dramatic increase in your email open rates. Do not delete those email IDs permanently but save them somewhere so that later you can find out the reason why they are not replying to your emails. For these subscribers, you can create a more targeted campaign to get them re-engaged.

5. Make your sign up process easy : Make it easy for people to sign up to receive or subscribe to your email newsletter. To make the sign up process effective, you can give them a free link to download a white paper or a case study as an incentive. the more refined target audience you attract, the more likely you are to achieve email campaign success. Creating separate nurture campaigns for prospects and influencers within different industries and job roles is a great way to begin tracking and improving success rates.

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