Even if you write engaging content with hard to miss offers, people won’t realize what you’re offering if they never see your email. Billions of emails get sent out every day, and your subscribers can get hundreds of them every day.
Higher email open rates convert to better conversion rates. It’s that simple. The hardest part is to figure out how many campaigns to send every month. If you don’t send enough, you risk your subscribers forgetting about you. Send too many, and you push people to unsubscribe from your email list.
Below are quick rules of thumb to remember when it comes to better email open rates. Here’s how to save low rates before it’s too late:
1. Frequency of emails
As mentioned above, the frequency of emails is a strategy that must be perfected.
Each industry has different rates. If you want to find out the most suitable number for your business, you should use free online tools.
Input the current email open rates and the industry that the business is. The tool will let you know how you compare to your competition.
Whenever you’re writing an email, it’s important to remember that you compete with many other businesses. They are also trying their best to grab the attention of the subscriber. Hence, you should focus on sending sixteen to thirty emails per month.
If you want higher email open rates continuously, you have to ensure that the content within the email will live up to the recipient’s expectations. If you're going to find out how to keep subscribers engaged, you should take a look at this article.
Furthermore, it’s also essential to land in people’s inboxes. Hence, you must ensure that your campaigns are not triggering the spam filters and that you also have a good sender reputation.
In a study done by HubSpot, it was highlighted the following:
As you can see, companies that have sent anything from 16 to 30 emails per month have had up to 2x higher click through rates. The median for the email open rates is around 32%, and the click-through rate is of 6%.
2. Sweet and simple
Even though the email performance on the desktop is indeed decreasing, the slack is picked up by mobile devices and tablets.
Hence, the campaign needs to be straight to the point and simple. Short messages can be easier to understand. Of course, this doesn’t mean that you have to send one-liner emails.
One of the main factors about emails are the subject lines. They have to be short, so it keeps on track.
A great example will be the one below:
You can see that the subject line is not ordinary. It doesn’t include salesy language, but it does attract your attention. The vague phrase is not cheesy nor boring.
Additionally, it can also be perceived as a message from a friend rather than a business. Wouldn’t you want for the subscriber to see you more as a friend rather than corporate?
The sweet and straightforward subject line can also be easily read on a mobile device. As the data shows that more people are reading their emails on their smartphones, consequently, you have to write subject lines for mobile’s, first.
Take a look at this example, to understand where you’re going wrong:
Can you notice how long it is? Such a message is excellent for the desktop but incredibly long for mobile phones. Hence, subscribers can only read half of the message.
Now, compare the example above with the subject line from TripAdvisor:
The message is simple, and it’s also a question. It can grab the attention of the recipient and also get them to think. Therefore, improving the likelihood of the email being opened.
3. Value is more important than promotions
Without a doubt, subject lines have a significant influence on whether the email will get opened or not. Interestingly, MailChimp has noted that specific formulas tend to keep working even when used by businesses in different industries.
Since people receive so many emails per day, the classic business-style subject lines no longer grab the attention of the recipients.
Here’s a classic subject line with a twist:
Even though it’s essential, it works. Nonetheless, the word choice is also simple and straight to the point. The recipient knows precisely what is inside of the email, and it also shows the frequency of the email.
Heavy promotional subject lines as the example below, don’t work:
The language chosen is too salesy. It makes the subscribers believe that a business has sent the campaign rather than a friend. People will like to receive campaigns that are written by real people rather than corporate.
4. Use specific numbers and data
Before we get into the thick of it, you should take a look at this great example:
As you can see, the message is short, it’s easy to understand, and the message doesn’t look like chaos.
Furthermore, they’re also creating a sense of urgency by using words such as “1 Day Left”. The deadline encourages recipients to act now not to miss out.
Additionally, it has also used words such as “you.” This makes the message to seem personalized. Hence, the recipient believes that the campaign has been written for them.
Conclusion on Low email open rates
For the emails to get opened, they have to stand out. Of course, the content within the campaign is relevant, but the subject line is even more critical. Nonetheless, before the subscriber to read the subject line, they have to receive the email in the first place.
Regardless, to stand out from your competition, you have to do the opposite of what is normal. Engaging content and unique graphics certainly help.
Of course, the frequency of the emails is also important. You have to find the right balance for your subscribers to ensure that they don’t unsubscribe from the email list, and then you can get these low email open rates up again.