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Email open & click rates

We all subscribe to various different things: newsletters, ezines from companies we’re interested in, special deals & offers, event & entertainment alerts. We also receive emails from things we haven’t opted in to at all. And even when we intentionally opt out of certain communications, they send us another email to say goodbye!

So maybe we can all understand why email open rates are so low across all industries. Maybe we’ve all ignored emails that are perfectly crafted to grab our attention. And if you find yourself on the other side – as the sender – and wondering why your great subscribers are dismissing the emails sitting in their inboxes, perhaps the following link will shed some light on what to expect when your email stats report comes in.

Whether you find your emails are performing above or below average, there’s always room to improve, or at least experiment! So to increase the rate of opens and clicks on the emails you send out, consider any and all of the following:

  1. Keep your subject lines full of value: Tell people what’s inside the email, keep it simple and don’t sell or attempt persuasion.
  2. Give your email a singular purpose: Don’t be afraid to email your subscribers more regularly if you can be confident that each email you send has a clear objective.
  3. Avoid using ‘spammy’ words in the subject: Hashtags and exclamation marks are not recommended in subject lines, and shun that caps lock button too!
  4. Use Personalisation in your subject lines: Our email designer in the CustomerMinds platform allows easy insertion of personalisation for everyone in your contact list. People are more likely to pay attention to an email with their name included.
  5. Keep your contact list tidy: If you’re seeing the same email addresses bounce in every report, maybe it’s time to purge those contacts. Keep your lists in good shape by reviewing and cleaning them up periodically.
  6. Utilise Landing Pages: Ensure the valuable clicks you receive are sent to the right place, because if the people land on a general/irrelevant page they’ll give up and go instead of staying and searching for the info.
  7. Optimise for Mobiles: Despite the increasing importance of mobile responsive email, we still don’t have the time – or the resources – to ensure we’re on top of it. Only 17% of marketers actively use responsive mobile design!.
  8. Measure success of your different approaches: Delivery rates might affect open rates, and bounce rates are always annoying, but try to measure what you can. Test different techniques, such as tones of voice, subject line variation, different calls to action, etc. Focus on what works and build on that success!
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