An email open rate is the measure of how many consumers on an email receiving list open a particular email, states Campaign Monitor. The open rate is normally expressed as a percentage that is calculated by the following equation:
Email Open Rate = Emails Opened / (Emails sent – bounces)
As much as we would like for email open rates to be a constant 100 percent, that is normally not the case. According to Craig Smith of DMR, 269 billion emails are sent every day. On average 121 emails are received by an office worker per day. The top reason why Americans unsubscribe from emails is because they get too many emails in general. On the other hand, an infographic by email marketing company Campaigner says that 91% of surveyed Americans said they like to receive marketing emails, but only 15% appreciate receiving them daily.
Following these next 3 steps will help increase your email open rates, and make your email stand out among the billions of others that consumers are receiving daily.
1. Slim Subject.
About two thirds of emails sent are opened by consumers on mobile devices. Because of this, it is important to keep subject lines slim and under 30 characters. The average mobile screen can only fit four to seven words max, so if you subject line is too long it will appear truncated.
One way to stand out is by using numbers. Subject lines with numbers have an open rate of 53.2 percent. Numbers create a sense of urgency and draw the consumers’ eyes. They highlight your offer and compel consumers to open your email.
Another way to stand out is by adding personalization to your subject line. Using informal words like “you” and “your” make consumers feel special and catches their attention.
2. Personalize Copy.
The subject line is not the only thing you want to personalize. Copy within your email should be personalized to your audience. Consumers nurtured with personalized content produce a 20 percent increase in sales. It is recommended that copy should be written as if you were writing to one consumer alone. This tactic engages readers and encourages them to open your messages in the future.
3. Determine Frequency.
Research should be conducted to determine the frequency of how many emails you are sending. 269 billion emails are sent daily, and yours could be ignored or deleted if you overwhelm consumers with too many emails. Test the frequency to determine how consumers interact with your brand. Once that data has been collected, you can determine the frequency of your emails based on consumer interaction.
Following these three steps will help set your email apart from the billions received by consumers daily. Check out www.theperfectsix.com for further information about email marketing.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
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