Email is a vital source of new leads, prospects, and customers for every business.
Yet, most marketers and business owners struggle to deliver emails that actually get opens from their recipients.
Question is; Is it their fault? Or is it just a current state of the market?
If you like analyzing tons of data and have a passion for philosophy feel free to delve deeper to find out the answer. But, if you mean business, keep reading as we’re going to reveal three best practices that will make your emails get more opens, as well as, grow your business, and customer base through email.
Still, you may wonder whether you even need to read this blog post.
If so, let me ask you a question. Is your emails’ open rate lower than 25%?
Then you better stay with us. Currently, the average success open rate percentage is 15%-25% for any given market.
Yet, if you really want to make a tangible profit out of your email campaign we suggest you try to break through the higher end of that spectrum.
Then let’s jump straight into the juicy part of the content!
Segment your audience
Everyone is different, thus everyone requires a different approach.
The same goes for your customers and leads.
If you want to get high open rates you need to stop treating your audience as one, big cluster.
Instead, you need to segment your audience into different groups and send particular emails only to those groups that’ll actually find them interesting.
There’s no point in sending emails just to send them. If there’s any purpose for it, it would be to lose subscribers.
To start sending emails that get high open rates, answer these three questions before you send each email:
- Will this email resonate with the audience?
- Does it seem interesting enough to get opens?
- Is it tailored to that particular audience?
If the answer is yes, yes, and yes then go on and click that send button.
The other task is to properly segment your audience.
The best way to do it is to segment them by:
- Nationality or language
- Where they came from (opt-in)
- Status (current client, churned customer, blog reader)
Segmenting your audience in regards to the three above factors should give you a hint of what each of the groups expects to receive.
How to apply this in practice?
For nationality and language, it would be best to send emails written in the mother tongue of the audience. Of course, you don’t want to write in Japanese for just one Japanese person on your email list. Apply this tip only if a particular country/language makes a significant percentage of the whole audience.
For the opt-in, it might be handy to treat each of the groups differently in regards to where they came from. You can use it to better relate to them. For example, if the person opted-in through downloading an X File then at the beginning of an email, thank them for downloading X File a while ago. This will help you create a sense of familiarity which then will result in better reception of your message.
Status is a pretty straightforward factor. Your current customers want to hear about ins and outs of your business. Inform them of new updates, changes, and plans. Nurture them. Churned customers will be only interested if there’s a value in it for them. They may come back but you have to really stretch yourself. Your blog subscribers probably want to get updates on new content that you put out, but if you think hard enough, you will also come up with creative ways to convert them into paying customers.
All in all, remember to deliver appropriate information to the given group.
Master your subject lines
Just as newly met people judge you by what happens during the first 30 seconds you meet, your audience will judge your emails by their subject lines.
The subject line can either be a major win or an utter failure. The choice is yours!
Thinks of a subject line as the title of the video, movie or an article. It’s usually only one sentence which makes the recipient decide to tune into the rest of the content or to scroll down and forget about its existence.
Yet, it doesn’t mean that you should try to clickbait people as there’s no point in improving your subject lines if people are going to delete your emails as soon as they open them.
Your subject lines should intrigue, not mislead.
Try to showcase the body of your email in the most interesting way.
Look at these two subject lines:
Three new articles on Inside Sales
Read these three articles to improve your Inside Sales!
Both of them talk about what’s inside the email, but only one tries to emotionally relate to the recipient and make him click on the email.
Also, a very effective tactic when it comes to subject lines is to test different versions.
One way to do it is by sending a differently named email to the unopened part of your audience. Simply, resend the same email but with a different subject line to the people who didn’t open your email.
This way you can deliver more emails, get more opens, and test out various subject lines – all at once!
Optimize the from field
It might seem like a futile issue but optimizing the from field can change everything when it comes to your emails.
The biggest impact it has on your emails is that it determines where they end up!
The sole action of changing the inside of the form field is that it can make your email go to spam, promotions, social, or primary tab in the recipient’s inbox.
So, how do you make sure your email gets delivered to the tab you want?
First of all, never use words such as sales or money inside the from field. If your email ends up being delivered to the promotions tab it is not the end of the world. Yet, if it ends up in spam, then it’s all over. This also means that you shouldn’t use such terms as Sales Team or if your company name consists of the word “sales” don’t use it as well or try to rephrase it.
The second matter that you have to take care of is optimizing the from field to get more opens on your emails.
What you want to create here is a sense of familiarity. Thus, instead of using simply your name, try to use phrases that’ll help your readers identify you and your company.
A good practice is to use sentences like Ann from Squarespace or Jim from Wix.com.
Also, if you’re sending your emails to the foreign language audience, e.g. Danish company sending emails to their audience from the USA, make your name sound more English.
Instead of using names like Krzysztof, use Christof.
All in all, make sure you optimize the from field for both deliverability and open rate as oftentimes marketers overlook this issue while it can be a make or break matter for your email campaigns.
Time to send some emails
Now you’re ready to send emails that will actually get opened!
Remember that it is never about quantity but quality. You don’t have to send dozens of email campaigns every month. It’s better to focus on a few that actually get clicks and convert their recipients.
Use all of the above three tips to make sure your emails yield the best open rates.
The crucial part is testing and you shouldn’t forget about it either. Try out different content, various subject lines, and new from fields. Monitor the results and find out what’s the best combination in regards to open rate and CTR.
If you have any questions or you’d like to share your favorite tips on getting high open rates, make sure to share those in the comments below the article.