Emma Pawling /
Marketing Delivery Manager
The first hurdle your email marketing campaign faces is getting the information you need noticed by your intended audience; that means you need them to open the email. The average email open rate is between just 12-25%, so it is important that you try and make an instant impact to boost your odds.
If your email open rates are lower than you’d like them to be, there are several things you can do to improve them. Read on to find out how.
1. Keep your subscriber list up to date
In order to ensure that you are still targeting the right people, it’s important to keep your data lists up to date, including subscriber data. Over time, people may have changed email address or simply become disinterested in your brand. In order to keep a highly relevant list of engaged subscribers, you will need to weed out the inactive ones every 6 months or so.
2. Segment your email list
People are more likely to click through on an ad that they feel is tailored to them and their specific requirements. The solution: segmenting your email list. You can do this based on purchasing behaviour, so you can send them emails and offers more likely to appeal to them. You can also use demographics and locations in order to tailor your emails more effectively.
3. Make sure your content contains value
Every time you write content for an e-shot, you should be asking yourself: “who is this for? Why should they open this? What will they get out of it?” All elements of your copy should be tailored to achieve your goal – whether that is the purchase of a specific product or use of a discount code. Irrelevant content describing your business won’t entice your audience to take action.
Your subject line is your most important asset; this is the part that will determine whether or not the person opens your email, so make sure it stands out. Avoid using deceptive subject lines to bait-and-switch your audience, as this never pays off. Instead, you’ll need to get creative in order to stand out from the competition and pique their curiosity. Here are some quick tips:
- Numbers draw the eye
- Use a more conversational tone
- Don’t be too cryptic
- Don’t mislead your audience
- Avoid spam trigger words
Do your email marketing campaigns need a boost? At b4b marketing, we can help you create cost-effective campaigns that target the right people with the right content. Call us today on 01202 684400 to get started.
