Open rate is a metric used by marketers to determine the success or failure of an email marketing campaign. Described as the most important metric to measure, the open rate of an email ultimately shows if people care about the messages you are sending out. An open rate of between 15-25% is considered the industry average. This all depends on the content and relevancy of the emails you are sending to potential customers.
Improving the open rate of an email can be approached using a multitude of different methods. Sending messages in HTML is the first basic step which should be completed; this is due to the tracking used by many mail clients. Regular communication is the key to an effective email marketing campaign. Providing great content on a regular basis will encourage people to listen to what you have to say.
Once you have created the email take a step back and read through it. Would you be happy sending it to a member of your family? Creating a useful, relevant or funny email is a sure-fire way of saving it from the dreaded spam folder. If your message is drab and boring, or full of sales pitches, then it can be considered as spam.
Make a Good First Impression
First impressions count. Sending out the same subject line as everyone else will only discourage your email list. Be imaginative and creative with your titles to encourage people to read on.
How old is Your Email List?
Are email addresses in your list years old? Having an outdated list is often the biggest cause of a low open rate. People can register a new email address in a matter of minutes, which is often the case when someone receives an overwhelming amount of spam. A fresh and interested email list will always create a higher rate of engagement compared to an older list.
The Time of Day
Send your emails at the appropriate time of day to maximise their uptake. SEO Nuts have compiled a list of the most appropriate times of the day to send your emails, listed below.
- 10:00pm – 8:00am: This is the worst time to send an email. People will either be relaxing or asleep.
- 8:00am – 10:00am: The second most important time of the day for sending out emails. When people arrive at the office one of their first tasks is checking emails.
- 10:00am – 12:00pm: During this time period work takes a higher priority and marketing emails will often get overlooked.
- 12:00pm – 2:00pm: The lunch time catch up of the latest news and other goings on. Offers and promotions are more likely to be opened during this time.
- 2:00pm – 3:00pm: Potential customers will be back to work after lunch so will be unable to answer emails.
- 3:00pm – 5:00pm: During this time period people are tying up any loose ends from the day, some will refer back to previous emails. Please bear in mind the closer to 5 o’clock it is, the more interested people are about going home!
Email marketing still has the potential of being a highly effective form of promotion. An email list will contain people who are already interested in what you do as a company. Highly targeted emails can be sent to these people thus increasing your chance of a conversion.