Email marketing is, without a doubt, one of the best ways to grow your business. According to most reports, email delivers an astounding 4,400% return on investment, meaning that you stand to make back 44 dollars for every dollar you spend.
Not only is email marketing profitable, but it’s also an excellent way to build trust with your target audience, increase your sales, and boost your overall website traffic.
If you’re not using email the right way, you could be missing out on a significant growth opportunity.
Today we are going to look at several tips you should keep in mind if you want to increase the number of people who open your messages. Our advice will help you deliver personalized, timely content while writing in a way that encourages subscribers to quickly open your message as soon as it hits their inbox.
Let’s get started!
Segment Your Leads
The first thing you need to do when attempting to increase your open rate is segmenting your lead list. Essentially, segmentation occurs when a marketer takes a list of potential customers and divides them into groups based on their behavioral preferences.
For example, if you own an online pet supply store, you would segment your leads based on the type of pets your customers own. It makes sense that you would send marketing material designed for cat owners to people who actually own cats, right?
There are several ways you can segment your list. The most common way is to allow customers to segment themselves based on their pain points and preferences. You could create a survey that asks customers to fill in a few details before they become subscribers. Ask questions that you can use to segment your customers and create custom content streams.
Another way you can get information about your audience for segmentation is through behavioral analysis. Tracking the behavior of people on your website can help you learn more about your target audience. As you continue to gather information, you’ll have more data on your subscribers, which means you can create targeted campaigns and content. If implemented correctly, segmented emails deliver a much higher open rate and more engagement.
Stay Consistent and Timely
Next, let’s talk about the importance of consistency. Consumers expect brands to consistently post content, send emails, and update their products or services. When you don’t check those boxes, you risk building distrust with your subscribers, which could lead to a lower open rate.
Research shows that there are specific times when your email is more likely to get opened. For example, some surveys found that the best time to send emails is on Thursday and Tuesday around 10 am.
If you think about it from a professional perspective, it makes sense. This time is when people are available, and thus, are more likely to read your message. Imagine trying to contact someone on Friday when they are trying to get all of their work done for the week, do you think they are going to have time to read your email? Probably not.
Send your emails at the right time, and let your subscribers know your schedule in advance. Consistently delivering great content and keeping your promises will build consumer trust and boost your open rate.
Write Subject Lines that Get Attention
Your email headline has a significant impact on how subscribers engage with your messages. If you’re not personal enough, people will suspect that they are receiving a generic marketing email that doesn’t address their pain points or help them read their goals.
Improve the performance of your headline by implementing personalization into your subject line. You can use details like the subscribers’ name, birthday, and location to create custom emails that speak directly to each customer.
How effective is personalizing your subject lines and emails? According to some studies, personalization to your headline can increase your open rate by a whopping 26%. It’s clear that if you want to stay relevant in your industry, personalizing your content will help you build a stronger connection with your audience, which increases customer retention, sales, and traffic.
Create an Irresistible Offer
We want you to think about why someone would decide to subscribe to your email list. In almost every case, the reason is that the consumer was promised an irresistible promotion or valuable content.
What kind of offers are you making to entice customers, and how are you putting your offer on display? Part of creating a compelling proposition is showcasing it in the right place.
For example, there are 3.81 billion people on social media, making sites like Facebook and Twitter essential for the growth of your email list. The goal is to convince consumers on social media to visit your website and subscribe, so you have to pick a promotion that your audience will find valuable and useful.
If you’ve researched your audience and understand the kind of content they want to read, and the offers they find valuable, you can create an offer that will skyrocket your email lead list.
A/B Test Often
Finally, let’s talk about how split testing, also known as A/B testing, can improve your open rate. An A/B test is when a marketer or business owner makes a small change to a campaign to get different results.
Let’s say that not many people are signing up for your lead magnet; consequently, you need to find out why this is happening. You could try to change the location of your signup form, the color of your CTA, the text you use to entice potential subscribers, and more.
These tests are designed to help you find ways to improve your existing campaign by gradually making improvements to your design. We advise running one split test at a time to gather actionable and easy to understand results.
The more you split test your campaigns, the more you’ll understand your target audience and email marketing campaign. You can improve your open rate if you’re able to identify what people want to see more and implement it across your various marketing strategies.
Back to You
We have now looked at 5 excellent tips you can use to improve your open rate. It’s worth remembering that business growth takes time, so don’t get disappointed if you don’t see overnight improvements.
Slow and steady wins the race. Take your time and explore the personality types of the people who subscribe to your list, on-site data, and customer feedback to fine-tune your email marketing strategy and grow your business.